Beavers Honor Bob L. Head

Selling It

September 26, 2007
Volume 6, Issue 17

  

Beavers Honor Bob L. Head

 

Selling It is a bi-weekly e-newsletter dedicated to showcasing the best sports marketing and promotions. Every other week Selling It focuses on an outstanding program/initiative that a sports organization has implemented, which has either increased ticket sales or generated incremental sponsorship or non-traditional revenue. Would you like to join over 1600 sports executives and have the latest edition of Selling It delivered to your inbox for FREE every other week? Click here to subscribe

  Portland Beavers


 2008 National Sports Forum

 
Bob L. Head Promotion
  
Drives Attendance,
 
Gains National Attention
 

 
Contact: Bob L. Head

Chris Metz
Assistant General Manager/ Director of Communications
Portland Beavers (Triple-A Affiliate of the San Diego Padres)
Phone: (503) 553-5433
E-mail: [email protected]
Website: http://www.portlandbeavers.com
 
Team: Portland Beavers
 
Program Title: Bob L. Head Night
 
Objectives: The objective of this promotion was to increase attendance and local interest while having fun with a unique and creative idea on a national stage. The Portland Beavers created this promotion to honor Bob L. Head with his own day of fame. 
 
Program Description: This innovative idea was generated by Ben Hoel, the Beavers’ director of ticket sales. Following the 2006 season, the team decided that a national search for the “ultimate” Bob L. Head would create interest, provide an entertaining platform for the promotion, and essentially, make an average person from anywhere in the country the star of his own promotional evening in Portland, Oregon. The team launched a national search for people named Bob L. Head in February 2007.  Approximately 20 Bob L. Heads were identified through the search, and each was mailed a press kit. The kit was complete with a bobblehead from an earlier season, a Portland visitor’s guide and a detailed description about the event and how to register. The team accepted applications at the Portland Beavers’ official website, where each registrant was asked to provide their basic information and an essay as to why they were the best Bob L. Head.
 
Bob L. Head after the ceremonial first pitch 
Bob L. HeadThe Beavers narrowed their list to three finalists and then let the fans vote for the winner on the team’s website. After almost 30,000 votes were cast during a two-week period in May, Bob Leroy Head from Maquoketa, Iowa was declared the winner with 51 % of the vote. Bob Lee Head of Evansville, Indiana came in second, and Bob Louis Head of Vallejo, California finished third.
 
On game day, Bob Leroy Head was the star of the show, greeting fans at the gate, distributing bobbleheads, signing autographs, throwing out the ceremonial first pitch and taking part in a number of activities during the game. Portland Beavers Assistant General Manager, Chris Metz supported the three Bob L. Heads, “Their personalities really made the promotion. All three finalists were great sports and rallied their communities and families around the promotion. Bob Leroy Head even had about 40 friends and family members in attendance at the game.”
 Bob L. Head assisting in gate bobblehead distribution
 
Media: The promotion received a wealth of national attention, with each of the three finalists doing many local and national interviews.  Bob Leroy Head did several radio interviews in the days leading up to the game, and he was highlighted as the main subject of a press conference the day before the Beaver’s game in Portland. The promotion was featured in ESPN THE MAGAZINE, winning the award for “Taking things too literally” in the publication’s annual “Veeckies” honors for best minor league promotions. Currently, it is also one of the ten finalists for Minor League Baseball’s top minor league promotions of the year. Additionally, the promotion sparked interest with outlets such as CNN, WGN, WFAN and WNBC.
 
esuranceBob L. Head BobbleheadPartners: Esurance was the sponsor of the event and was thrilled at its popularity. This season was the first of a multi-year corporate partnership between Esurance and the Portland Beavers.
 
Results: The Beavers drew 8,651 fans to the game, resulting in a sharp increase compared to their season average of 5,478. Chris Metz, Assistant General Manager and Director of Communications shared his thoughts, “It’s always rewarding when a promotion comes together like this did. The promo included all the elements necessary to create buzz for a big game, and the Beavers staff put forth a great deal of energy to make the event a big success.”
 
Looking Ahead: The creativity of this promotion has definitely sparked similar “thinking outside the box” ideas.  However, while the Beavers won’t do the exact same promotion again, they will brainstorm another big promotion like this for next year.
 
Bob L. Head Bobblehead
 

 

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