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With World Series a week away, marketers are crossing T’s and dotting I’s with their hospitality plans. We've shared event-specific tips before, but here are the four things to consider when buying talent for hospitality, specifically in the sports space:
- Location – When you know where the game or games are being played (i.e. the next Super Bowl in Indianapolis or even Arizona now in 2015), you can make smart hiring decisions and book local sports celebrities, alumni from teams playing or former coaches. This year in Indianapolis, former Colts Head Coach Tony Dungy is a prime candidate for speeches and Q&A sessions. Peyton Manning makes sense (especially with his injury), but he turns down most opportunities. Savvy marketers may already be thinking ahead to Super Bowl XLI, when former NFL quarterback and DWTS alum Kurt Warner’s home team Arizona hosts the game. Coincidentally, 2015 is the first year he is eligible to be elected into the Hall of Fame.
- Personality – Big names don’t always deliver the best experience. Pick people that will connect with your audience to leave them feeling welcomed and special. Nothing is better than an all-time great spending extra time at the hotel bar swapping stories after the hospitality event.
- Value – If you have more than one event (and groups of people) to take care of, consider hiring the same talent. You’ll save money on travel (flights, car service) and accommodation. Plus, you have the opportunity to develop that relationship. Make sure to get the celebrity to sign extra items for key clients and employees that couldn't attend the Game. They will be jealous because they are not there. A small token goes a long way.
- Timing – Consider if there are any anniversaries of big wins or iconic plays, which would be a fun way to bring to life an event that your clients remember. This year is the 10th Anniversary of the Diamondbacks victory – I wonder who is using Curt Schilling or Randy Johnson next week?
October 12, 2011 |
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