Lead The Charge1 Nov, 2010 By: Thomas Haire Response
Ken Derrett and A.G. Spanos have made good use of DR marketing as part of the mix that has supercharged San Diego’s NFL brand.
Spanos seems to like the measurement inherent in online campaigns, even pointing out some recent social media efforts. “Sometimes it’s easier to measure your response online,” he says. “We even did a small social media buy, and it was good to measure click-throughs. It’s not quite as sophisticated as other online media yet — it would be great to know what they’re buying. No one quite has it figured out just yet. As of right now, we’re using it as a pretty effective communication tool. We have more than 300,000 people following us on Facebook. ... It’s an interesting space — what a great way to get out your information and ideally hook them back to , to buy a hat, to buy merchandise, to buy tickets, what have you. That’s going to continue to evolve.”
“From a creative standpoint, we rely on Morris to create the look and feel for the year,” says Spanos. “They really get into colors and textures. One year, we came out with these bolts, and everything looked like it was a big ship. We wanted a more military feel, because that was the season we brought back the cannon (to fire in the stadium after TDs, an old Charger tradition). They think about the little things that people sometimes gloss over. They’re definitely a huge part of our brand. They have helped us tighten up the look, and letting people know that the Chargers are at the front edge.”
Derrett has nothing but positive thoughts about the Chargers’ new relationship with Davis Elen. “We’ve known the Davis Elen people for more than 10 years now, through our relationship with the Toyota Dealers of San Diego, a long time Charger partner. We’ve known people like Jim Kelly (Davis Elen partner/managing director) and Mark Davis (Davis Elen chairman/CEO), people that understand the business. We need some people to help us navigate a little bit more through these changing ways of doing business. Whether that meant getting into the digital space, the social media space — one of the things they’ve really uncovered for us a little bit — and the Hispanic community. We’ve got a couple months under our belt, and I am looking forward to the offseason to get some planning behind the campaign for next year.”
Still the Davis Elen team is helping the Chargers execute a very targeted media plan this season. “We identified certain games, certain times of the season where we need spikes to our activity. If we’re doing a promotion around a game and they can get us into certain pieces of geography or certain media channels that maybe we weren’t buying yet — or saw some success in earlier — they’ve done a good job on that. They understand media very, very well.”