Supporting the Patriots

Members of the ISP-Marketing list find how one ISP is working with the New England Patriots football team. Would this strategy work for your ISP too?

[October 30, 2001]

On the ISP-Marketing list in October, JE asked,

"Are any of you advertising dialup services on the radio during football games? A local station carries the games for the New England Patriots: they're a local broadcaster, so their rates are pretty good. We've only just launched our service and are trying to get the word out. Would I be throwing my (very limited) advertising budget away by buying this space, or would it be a good move?"

JG thought that becoming the Patriots' ISP has got to be a good thing:

"By sponsoring Patriots broadcasts, you will automatically earn goodwill from Patriots fans. This is a plus. Radio is a good way to get the word out, especially if you leverage it with other advertising, perhaps a small display ad in the paper the day after the game, which repeats the message of your radio spot. You also know that the audience for football is likely to be dominated by males, most of which will be Internet users. Radio is a very good way to build your brand identity and get a following."

TM suggested looking for more creative ways to pay for the spots:

"Have you tried trading out with the radio stations? Provide them with webspace, dialup, and email accounts for staff, in exchange for radio promos? We have had tremendous success for several years from this."

Others warned that barter can be a dangerous method to use:

[RT recalled] "I have never had good luck with bartering services with radio stations: they tremendously overvalue their ability to sell your product. On my last deal, for the services we provided, we just got little 'mentions,' ten-second spots, like 40 times a month. Make sure if you do it, you get a 30-day cancellation clause for both parties, in case you are not happy with the arrangement."

[PM agreed] "Stay away from trade: I trade services for a local radio station and a local television station, and it has been a nightmare! They are very reluctant to hold up their end of the deal. The television company actually told me to develop my own story board for a commercial. They wouldn't dream of doing this to a cash paying customer."

MS recommended exploring others options than radio:

"We never used radio to build our brand: it's just too expensive, compared to the alternatives. We used flyers, Yellow Pages, billboards, word of mouth, local businesses, direct mail, and telemarketing. Stay away from radio, and focus on one to two things which distinguish you from your competitors. Talk to some people in the area and find out why they are unhappy with your competition, then focus on that. We offered a 'No busy signal guarantee, or one week free.' It worked well for us."

JG disagreed, contending that the investment is worth it:

"If broadcast advertising is so expensive, why do the largest competitors in every business category use it? Because it works. Period. Earthlink started out small with newspaper ads, moved up to radio, and now uses national TV. Don't deny yourself success because you think something is too expensive."

—End