Scoreboards

The art of branding is a key subject that is taught in every marketing class. However, reading and doing are two totally different things. In the past, if you wanted to create your own branding you had to hire a marketing company. They would use a full staff of experts that included idea people, graphic designers and implementation schedules. For those with a large budget, this would not be a problem. But what if you have very little budget at all? Well, fear not, there is now software programs that you can buy that offer the ability to create your own branding at a tiny percentage of the cost.

There doesn't seem to be the controversy these days over stadium advertising. For most of us, it is not only to be expected but is now part of the game or show experience. Over the last year, there has been a study in the United Kingdom comparing the attendance levels of the games. The results has been surprising and of great advantage for fans, teams and sponsors.

The SPL Audience Report is an in-depth report that is part of the IFM Sports Marketing Surveys. This report was designed to offer backup proof with return on investment data. Examination involved the third quarter of the 2010 through 2011 season, and a variety of marketing areas were examined to show what types and at what levels stadium advertising increases attendance.

Having a broken or poorly located scoreboard can often be worse than no scoreboard at all. No one knows this better than the National Sports Center in Minnesota. The broken scoreboard was an official hall of shame and someone
decided to do something about it!

The National Sports Center had a broken scoreboard sitting on the ground and peeking out above a fence for a number of years. The temporary portable scoreboard that they bought actually caused more problems because anything could and often blocked it. The little portable was the brunt of many of the Thunder fans jokes and overhead announcements were often made requesting fans as well as the occasional golf cart to be moved so that people could see the scores.

Carver Arena in Peoria Illinois can seat around 12,000 people for their basketball and hockey games. Competition is fierce and to keep up with the demanding times, they made the decision to add to their existing scoreboard system with a complete SDI video and software that offers real time replays. It used to require a three to four people to integrate any of the feeds within the scoreboard presentations. Now, with new software, they have a single screen with touch screen apps that allow a technician to flip between scoreboard view and replays. The system also houses their own library for live-cam views, commercials, institutional presentations and promotions. All of this is easily controlled with a single touch app to switch from one to another. It also reduces the need for multiple servers, down to a single server.

There is an ongoing debate regarding the scoreboard at Miller Park. The topic of the discussion is all about whether the ball that appeared on the scoreboard was hit and stuck or deliberately placed there.

It seems the time in question also surrounds Matt Kemp, famed hitter of the Los Angeles Dodgers. During a game, Kemp made a hit from a ball thrown by Dave Bush that scored a homerun. The estimating of the ball distance was around 447 feet. While that alone should have caught everyone’s attention, the real star of the show was the fact that the placement of the ball was near the stadium scoreboard and, it seems there was a ball stuck in position, on the board, right under the number six. Kemps ball hit the scoreboard but even it didn’t stay on the board.

The first time I ever saw the famous Disney ‘Boardwalk’ it wasn’t totally completed. Even then, you could walk along and see the restaurants, stores and condo-style living areas. For sports enthusiasts, they have added the ESPN Club, consisting of three areas: “Sports Central, The Sidelines, and The Yard”. The enclave includes an interactive media center, television and radio broadcasts. “Sports Central” which goes over-the-top for all of the fans. There are around ninety television monitors so that no matter where you go, you will be kept up-to-the-minute on the action. (Even, in the bathrooms). Real time feeds and live presentations cover every sports topic including billiards and golf. Fans can participate in meeting and interviews with well-known sports figures in a radio booth or even at the sports desk itself. The huge high tech scoreboard maintains an up to the minute list of the major game of the day. The entire area has a design around the basketball game look, including the real hardwood floors.

Co-Op (co-operative) advertising is basically a method for a manufacturer to have their brand on a retailers advertising. The manufacturer then reimburses the retailer, based on the percentage of exposure and the individual manufacturer co-op policy. As an example, it you have a 5’x5’ screen on your electronic scoreboard for an ad or video, and the manufacturers logo takes up one fourth of the display, the manufacturer will reimburse the retailer for 25% of the cost of the ad itself.

Historically, the typical sponsorship of an electronic keyboard has been via local businesses. Teams of volunteers hit the streets and convince a local business to invest their advertising dollars for a logo or catch line phrase. Since every company has a set budget, you might want to think about varying ‘levels’ of sponsorship. Logo placement with slogan, logo and slogan on school programs and flyers, video, video with feed to website and social media pages. Each level would be associated with an incremental pricing increase. You will want to be prepared with the potential number of anticipated ‘hits’ on the website that the sponsor may receive. You can sign your website up with the google analytics to gauge what readership the site has before, during and after a game.

So you have purchased your new electronic scoreboard. The teams are ecstatic, the school is proud and the fans are looking forward to seeing your new board. If you are going to take full advantage of the benefits and potential added revenue of the scoreboard, you must now dig your head into the concept of marketing.

Marketing is a unique talent. It’s a combination of knowledge, experience and knowing what works. Your electronic scoreboard can be an incredible resource, but you have to use it wisely. If you don’t have the budget to hire a marketing company, then you will be faced with starting the project yourself.

There is a wealth of information on the internet, but you probably don’t have the time to plow through all of the articles and newsfeeds to get yourself up-to-speed on this topic. You may, however, be able to locate a few companies that specialize in marketing for your particular venue and, for a simple fee, get the highlighted tips on the protocols. This will mean you still have to do the footwork, but you will be on the right path.

Most of us take the scoreboard for granted. As the years have passed, we have seen it evolve from a hand held device to keep us updated on the teams score to a colorful LED display with automatic updates and commercials. The electronic scoreboard has entered into this century with a roar – adding visual effects, real time video, and music and offering the marketing groups a pure branding environment. The demand by our society for more continues the challenge for electronic scoreboard manufacturers. Larger sized scoreboards, coupled with high quality sound has given us an almost real-time, on the field experience. Mechanics have been replaced with programmers and graphic designers. So what do we have to look forward to in the next twenty years?

If you drive down the street of any mid-sized town or city, you are bound to see electronic scoreboards. Oh, you may not recognize them as such, but they are there. Electronic scoreboards have made a splash in the stadiums and arenas, but they have been taken into our daily lives as well. The local church has a streaming feed of congratulations to the home town high school team with their winning score of last night’s game. The stadium is lit, even in the dead of night, with the concert announcements and video of excitement to come. Sponsors of a larger sports game will have their ads beautifully lit at their location, announcing an anticipated contest for attendees.