WonkaVision  [ Page 1 | 2 | 3 ]
This is not an examination or case study of gross ratings points, a unique sponsorship activation or the next, latest greatest cross promotion. For the next few paragraphs and sentences, we will look at the essence of why we are involved in sports. We are going to talk about snozberries and oompa-loompas and the land of pure imagination. In a word -- WonkaVision.

If there is a better movie about marketing and essence of marketing sports and entertainment than Willie Wonka and the Chocolate Factory, I have yet to find it. Each arena and stadium we work in is the chocolate factory. It is a place of pure imagination. It is where, sometimes there is disappointment and other times, dreams come true.

While we all have to do the same tactics, in-game promotions, advertising, radio promotions and giveaways, what is the use unless we use creativity and imagination? Also, while we all get to see the backstage of our venues and often get to meet the athletes, we also become jaded to the experience. Everyday that we go to work, we live thousands of people's dreams. The opportunity to go behind the scenes is beyond the expectations of almost any of our fans and customers.

Pop Wonka into your DVD or VCR. Watch it. Listen to what the characters are saying. Note what is going on with the story. It is remarkable.

To start, Charlie Bucket walks by the factory. There a man tells him that "Nobody ever goes in and nobody ever goes out." After relaying the story to his Grandpa Joe, Charlie is told even more about the mysterious business that produces the most incredible candy bars in the world. These include the famous Scrumpdelicious and many others. It is the stuff of urban, suburban and rural legend.

Wonka has created an aura around his product. He has created mystery and suspense. Stop here and ask, how many places do we create this mystery and suspense? Where is our unique experience? How can we use this in our promotions?

But, now the time has come for one of the great promotions in the history of humankind, Wonka announces that he is going to giveaway five golden tickets. The winners receive a day at the factory, a tour and a lifetime supply of chocolate. It certainly goes well beyond the typical radio promotion of "... caller nine receives two tickets to..."

Playing off of the brand image and unique experience, Wonka chocolate bars go flying off of the shelves. He has buzz. He has created fervor. People lose perspective. Sotheby's auctions the last box of Wonka bars in England, with the Queen phoning in a bid. A wife of a kidnapped husband cannot decide whether the ransom of her box of Wonka bars is too high.

Then people start winning the damn things. Each time it is a major news story. The promotion has incredible legs. In essence, the promotion is driving publicity. Publicity is driving sales. All this time, not a penny is spent on advertising.

Then the day actually comes for the tour. There is a large cheering crowd. News crews are carrying the momentous event live from the factory gate. The man himself, Willie Wonka makes his first public appearance in years. You couldn't buy an equivalent amount of advertising. You couldn't begin to put a price on this publicity.

So it begs the question, what can we do on any scale, to accomplish the same goals? What unique experiences do we offer? How can we create buzz and have marketing that has legs?

Some of the answers to these questions lie in lessons from the tour of the factory. As he starts the tour, Wonka tells his guests that his factory is where "dreams become realities and realities become dreams." Sometimes this is as simple as the walk off home run, the buzzer beating basket or the overtime goal. Other times it is the visit to the field, the picture with the athlete or the ability to interact on the court or field. As Wonka croons in what should be the anthem for all marketers "Pure Imagination" this is a world of our own creation.

It is also a world created by our efforts at game entertainment. There is something to be said for the fact that we compete, favorably, with any entertainment venue. Are we expensive? Have you been to an amusement park, concert or movie lately? We compete favorably. So, what can we add to the experience without taking away from the game? How do we create this world so that our customer wants to come back regardless of wins and losses? The competitive element will always matter to our business, but we don't have to become enslaved to the factor we don't control.

The issue is more about what is unique about our product, venue, team or athletes? Wonka mixes his chocolate by waterfall. He is passionate about his chocolate. When he relays this fact to the assembled tour he exudes this passion. Do we exude the same passion? Is that fire still alive in each of us?

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