Baseball lost several greats in the last few days. Earl Weaver, Stan Musial and Ron Fraser. Of these Ron Fraser may be the least known around the country, but in college baseball, he was known as “the Wizard”.
If you have ever seen a college baseball game on TV, know the College World Series are in Omaha or have attended a college baseball game, you have felt the influence of Ron Fraser. He was not just the coach at the University of Miami, leading them to two national championships, he pioneered event marketing ideas that increased the game’s popularity not just in Miami, but across the country.
Fraser coached the Hurricanes from 1963 to 1992 and during that time he created imaginative promotions that drew fans to the stadium in droves. Among his promotions were Tax Night, (bring your 1040 and come in free), Bikini Night, (wear a bikini and come in free), car battery raffles, and he even offered a nine course meal on the infield.
His ideas were wildly successful. Attendance grew from 33,000 a season when he took over, to a college baseball record of 163,261 in 1981, which is 3,200 per game.
Here are some of the Wizard’s event marketing lessons:
Know Your Purpose
You would think that the purpose of a college coach is to win games and for sure, Coach Fraser was good at that. Yet he knew that is primary purpose was to get butts in the seats. He was known to say: “I was more interested in getting the people in the stands, because I knew we’d never be really successful unless we made money.”
Your purpose is the same. You can be the most brilliant teacher and workshop leader; without attendees you have absolutely nothing.
Know Your Message
Some of Coach Fraser’s event marketing ideas were labeled “crazy”, not in the least by himself. But they worked, because he knew his message. His message was clear: “If you come to the game, everyone will have a great time, win or lose.” It was the kind of message that is easy to share; the kind of message that will make you return and bring your friends.
Do you have a message that is easy to share? Your message should not only be easy to spread, but compelling and magnetic to the right audience.
Know Your Audience
Coach Fraser provided good old, G-rated family entertainment, so that families could bring the kids and feel good about it. He knew who his audience was and catered to them. He created the Miami Maniac Mascot who became fan favorite, especially with the kids.
Do you know your audience?
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Why Aren’t They Registering For My Seminar?
- The 5 biggest mistakes that are keeping your seminar rooms empty
- The 1 tweak to your registration page that will make a huge difference in the number of attendees
- How to reduce your no-shows when you are doing free or low cost workshops
- Where to laser focus to fill your room easily
- How to make 10K or more with even a small workshop
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