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GSW Marketing Strategy - What do you think?

As graduate students at USF's Sport Management Program, we're producing a hypothetical marketing plan for the GS Warriors 08-09 season. Of course, fan feedback is an integral piece of the puzzle; and after years of reading these blogs, it's obvious that the experts are at Golden State of Mind. So, if you get a chance, feel free to opine about the following aspects of the Warriors' efforts in reaching and growing its fan base -- within the Bay Area and beyond. Again, our group in no way represents the Warriors organization. Your opinions, however, will be greatly appreciated.

Ellis, Maggette, Jackson, and Biedrins are upper-tier players; even still, none have reached elite All-Star status. Our challenge lies in finding creative approaches to marketing the Warriors -- in the wake of Monte's injury, and Baron's departure. Let's see what you guys think...

What keeps you coming back to the Warriors?

What are some main weaknesses of the Warriors franchise? (ex: anything from player personnel, Oracle Arena, uniform design, etc.)

What are the key strengths of the Warriors franchise? (ex: long-standing tradition, zealous fan base, etc.)

How long have you been a fan?

Suggestions for the Warriors to maintain and grow current fan base?

Any other opinions you wish to share of the Warriors...

This FanPost is a submission from a member of the mighty Golden State of Mind community. While we're all here to throw up that W, these words do not necessarily reflect the views of the GSoM Crew. Still, chances are the preceding post is Unstoppable Baby!

6 recs | Comment 30 comments

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First...

…thing is to change the jerseys. The throwbacks are almost universally loved. May as well just use them full time. I dare you not to like a team that looks that sharp.

by Zack Vank on Sep 14, 2008 2:25 PM PDT   0 recs

hey guys...

I’m in high school and i’m wondering how to even get a sports marketing career… Do you go to a business school then go a sports management graduate program?

by riceisnicee on Sep 14, 2008 2:55 PM PDT   0 recs

Marketing suck for nearly 2 decades
What keeps you coming back to the Warriors?

They’re the Bay’s pro hoops squad and I love the Yay!

What are some main weaknesses of the Warriors franchise? (ex: anything from player personnel, Oracle Arena, uniform design, etc.)
  • Chris Cohan aka Mr. Lawsuit is the worst owner in all of sports. Undereducated, incompetent, unprofessional, and cheap. Silver Spoon is a terrible business man.
  • Robert Rowell is completely unqualified, undereducated, and unprofessional to be the President of a half a billion dollar corporation.
  • Chris Mullin doesn’t know what he’s doing. Nice guy and really respectable human being, but he’s made some horrendously bad moves as the GM of the Warriors. Nellie’s saved him. His promotion to VP/ GM was a publicity stunt on par with Sarah Palin getting nominated the GOP VP candidate.

Uhh, that little thing called winning would be nice too. Missing the playoffs for 13 of the past 14 years (going on 14) in a big hoops starved market is a complete joke.

What are the key strengths of the Warriors franchise? (ex: long-standing tradition, zealous fan base, etc.)

An amazing fan base that this (mis)management lucked into and doesn’t deserve.

How long have you been a fan?

Over 15 years.

Suggestions for the Warriors to maintain and grow current fan base?

How about… winning and making the playoffs in a league where over half the teams qualify for post-season action more than once every decade+? Also stop the consumer fraud.

Here’s what I wrote a few days back:
——————————-
“I just want some of my damn money back”
No doubt. It’s consumer fraud. In 07 Cohan and Rowell forced people to buy season tickets for 07-08 just to get We Believe playoff tickets. Then they spent the offseason cutting costs (JRich trade) after misleading us into thinking the organization actually cared about putting the best product out there possible. We paid for We Believe 08-09, but instead got all this wasted talk about how this 10 million dollar exception was going to make that cheap and silly move worth it.

This past spring we had to renew our season tickets BEFORE the Warriors were eliminated from the playoffs. Then this offseason they went cheap on Baron and Monta screws up so badly doing something that he thought it was worth lying about.

That’s 2 seasons in a row with price hikes and paying in advance for a product that this sorry organization didn’t deliver on. Monta’s injury isn’t their fault of course, but investing in an immature liar who they ran Baron and JRich out of town for is a joke.

Warriors season ticket holders aren’t exactly getting their money’s worth or being treated fairly. And yes I think Warriors season ticket holders should get some money back. It’s a joke.
——————————-

Any other opinions you wish to share of the Warriors…

Great fans, for the most part good guys and gals playing on the court and throughout the organization, BUT a terrible management team is destroying this organization and reflecting poorly on the NBA in one of its biggest markets.

The Warriors don’t have a marketing problem. They have a ownership and management problem.

Jswis2- Good luck at USF! We need smart folks like you working in the NBA instead of the guys “running” the Warriors.

by Atma Brother ONE on Sep 14, 2008 3:04 PM PDT   1 recs

GO DONS

USF graduate business admin and finance, dec 06.. did you dorm? which hall?

screw cohan, screw mullin, screw baron

by DMJR on Sep 14, 2008 4:30 PM PDT   0 recs

RE: GO DONS

No, I did my undergrad at Cal Poly ’04. USF is great so far. Thanks for all of the help everybody.

by JSwis2 on Sep 16, 2008 11:19 AM PDT to parent up   0 recs

SMC

SMC…SMC…SMC

"Hold it. The Schwarzenegger Library?" - John Spartan after hearing Arnold became President, from Demolition Man

by 61st Amendment on Sep 15, 2008 2:55 AM PDT   0 recs

Answers

What keeps you coming back to the Warriors?

-I love their always supportive fanbase, and they are they are my team.

What are some main weaknesses of the Warriors franchise? (ex: anything from player personnel, Oracle Arena, uniform design, etc.)

-I don’t hate the current uniforms, but the Warriors have so much potential to have better ones (Their hot old ones and the freshnes of all the other BA teams uniforms that they have to keep up with.)
- The drafting. It seems to me that the NBA Draft is much easier to forcast than the MLB or NFL versions, but the Warriors will stop at nothing to one up themselves on really bad first round picks. (Thats changin with A-Randy!!!)

What are the key strengths of the Warriors franchise? (ex: long-standing tradition, zealous fan base, etc.)

-For one, they play in the Bay Area! I love Oracle Arena, as I never enjoy the game as much anywhere else and it is has an electric atmosphere. And of course, the fans.

How long have you been a fan?

-Longer than this franchise deserves.

Suggestions for the Warriors to maintain and grow current fan base

-Don’t be afraid to roll with the younger players. I don’t just mean in terms of playing time, but in marketing the team as well. I truly believe if you look around the league, fans will follow a young loser more than a middle-aged mediocre team.

GO DUBS!!! and good luck with this project.

by marzorg on Sep 15, 2008 3:51 PM PDT   0 recs

besides baron i think nellie is actually the biggest and most exciting and driving force behind the warriors right now and the way ‘nellieball’ melds w/ ‘warriors ball’

by chilly echo on Sep 15, 2008 9:11 PM PDT   0 recs

It's about the fans

To me, the Warriors marketing strategy should be done with the fans as the centerpiece. So much has gone wrong in the past 14 years. The only positive constant has been the fans. Best fans in the NBA. I’d like to see the Warriors marketing strategy move from the players to the fans – a yearlong “fan appreciation day”.

That We Believe slogan was started by a fan – not the Warriors marketing department. The Warriors capitalized on it with the yellow shirts, but it could not have been done without the craziness of the fans that happened at the Arena

by Fantasy Junkie on Sep 15, 2008 11:16 PM PDT   0 recs

Re: fans

Excellent point. Thanks for the response.

by JSwis2 on Sep 16, 2008 11:20 AM PDT to parent up   0 recs

Dude... you forgot... J-Rich hands of STONE.

My buddies and I loved to call Foyle “brick hands” and J-Rich “brick hands junior”

A Sonics fan without a team.. Though I'm auditioning GS Warriors this season.

by mcwalter44 on Sep 17, 2008 11:00 AM PDT to parent up   0 recs

+1

"If you hit .440 with 20 bombs, you don't have to do s---. You don't have to bring a glove to practice, just hit and leave whenever you want. You can bring a 40 and smoke a cigarette and call me from the parking lot asking me what time the game is, and I'll tell you. You can even say 'F--- you, Steve!' Actually, don't say that, that wouldn't be very nice." -Steve Friend, Head Coach, Chabot College Gladiators Baseball

by flipgatey3 on Sep 17, 2008 12:18 PM PDT to parent up   0 recs

J-Rich in a different weight class

Plus I was going to have him judge Manute Bol in “Can You Jump Higher Than a 5th Grader”?

Reduce your carbon footprint, commit suicide.

by bloodsweatndonuts on Sep 17, 2008 3:39 PM PDT to parent up   0 recs

BSD!!!

That was the funniest post I’ve read in a long time. Rec!

"...OlympicMike is clearly the Barack Obama of GSoM"-Sleepy

by olympicmike on Sep 18, 2008 2:58 PM PDT to parent up   0 recs

Re: Most of the fans, like me, have a good sense of humor about following such a bad team for so long.

I think this is the number one reason why I am such an avid fan… they are a bad team. It’s why Warrior fans loathe the Lakers – they are historically good and we hate historically good.

How do you market that????

John 8:44 -Ye are of your father the devil, and the lusts of your father ye will do.

by triplesix on Sep 18, 2008 4:00 PM PDT to parent up   0 recs

Re: How do you market that????

Give away free pizza when the opposing team scores 100 pts.

Reduce your carbon footprint, commit suicide.

by bloodsweatndonuts on Sep 18, 2008 6:16 PM PDT to parent up   0 recs

i love me some Dubs!

Been a fan my whole life. It’s all I know. Favorite sport is hoops and being a Bay Area native, the Dubs are my team. Maybe Monta’s the guy we hang our hat on for several years and I hope that’s the case, but generally speaking, the Warriors have not done that in while, keep a player for the duration of their career. I understand it’s hard to do, but I think it goes a long way for a franchise. We could use a change in our jersey design. And please stop raising ticket prices! Besides all this, I love me some Dubs! I love the fans. I love this team. I love those cheerleaders. I love that BBQ stand! I love when Warriors gear goes 50% off at the end of the season. I love parking in the BART station for free! I CAN’T WAIT FOR THE SEASON TO START! Dubs, one love!

by GoldenStateDubtronic on Sep 16, 2008 9:05 PM PDT   0 recs

whats's wrong with the warriors...

Two years ago when we went on that magical run to he playoffs, the Warriors were a relative unknown commodity in the Bay Area, except to the “true” basketball fans that were die-hard. That’s why things were so rockin at Oracle in the playoffs, because it was full of huge fans who were generally excited to see the Warriors succeed.

What happened next year? Team management takes the chance to capitalize on the recent success of the team on jack up the ticket prices considerably, effectively pricing out a large portion of the fan base that was such an important part of their short lived success.

As a recent college grad, I found going to the games last year was usually an extremely expensive outing. One of the things I loved about the Warriors was they used to be relatively affordable. I guess that’s the price of having a good team though…

It just irks me because while attending games last year, the atmosphere was not the same. I believe anyone would tell they felt the same thing as well. It’s just sad to see the franchise turns its back on a large portion of the fanbase that stuck with the team through all those years of suck to make a quick buck all in the name of the almighty bottom line…

by It's Prounounced Mon-Tay on Sep 17, 2008 9:10 AM PDT   0 recs

see if you can get any demographic information about warriors fans/season ticket holders and then do an analysis of the bay area as a whole. see which markets are not being reached and then create specific plans for these segments.

i also find it somewhat risky to do long-term promotions about one player/theme of the warriors because professional sports is very dynamic and in a month, your ideas can no longer be valid.

i think the biggest thing that should be pushed is liscenced products such as apparel. the warriors will fill the stands, so it it pointless to put money into something that is a guaranteed cash cow. maybe think about expanding the warriors brand outside of the arena?

by warriors fan on Sep 17, 2008 4:13 PM PDT   0 recs

Any other opinions you wish to share of the Warriors..

 Make the tickets reflect the local community, seat them according to their residence distance from the arena instead of their bank balance, closest neighborhood gets closest seats, all for same price.. I’d also require a test of basketball history for the first few rows so the folks that truly love the game have the best view.
 One good thing about a losing team is it finds out who the true fans are but when they make the playoffs the freaks show up so I’d keep crappy players as much as possible.

Till I get free
I live my life in the Walmart
Cholesterol chasin me

by Skeptic con Urquell on Sep 17, 2008 9:11 PM PDT   0 recs

el oh el

I’d love to hear your take on politics.

by mattmonay on Sep 20, 2008 2:59 PM PDT to parent up   0 recs

look at the marbury thread & good luck following all the spew

gimmick lineups & strategies can be entertaining but won't win championships

by playthegametherightway on Sep 21, 2008 10:49 AM PDT to parent up   0 recs

GO

USC!

Stop crying about it alright?!?! GO MULLIN.

by jeppalepala on Sep 17, 2008 10:22 PM PDT   0 recs

What keeps you coming back to the Warriors?
I am from Oakland, I love and play basketball, I guess it just makes sense. They play a really entertaining form of basketball that anyone who plays can appreciate.

What are some main weaknesses of the Warriors franchise? (ex: anything from player personnel, Oracle Arena, uniform design, etc.)
Uniform design is awful, long history of poor personnel decisions, and high ticket prices that do not necessarily match the vast majority of the fan base’s income.

What are the key strengths of the Warriors franchise? (ex: long-standing tradition, zealous fan base, etc.)
Oracle Arena is an amazing environment, the team has young and exciting players, the ownership looks amazingly competent compared to the football team across the street (and I’m a raiders season ticket holder for 12 years…)

How long have you been a fan?
All of my life (22 years).

Suggestions for the Warriors to maintain and grow current fan base?
Lower ticket prices to represent the community and fan base, evaluate talent before you draft.

by mattmonay on Sep 20, 2008 2:58 PM PDT   0 recs

Marketing

What keeps you coming back to the Warriors?
They are my local team, period.

What are some main weaknesses of the Warriors franchise? (ex: anything from player personnel, Oracle Arena, uniform design, etc.) They have one of the weakest Marketing Departments I have encountered in a sports franchise. The players are not used anywhere near enough outside of the court (great ..Dris is going to be at Walmart in blah blah) great!!!!!!!!! Get them on local news channels more, get them to do local interviews, champion more local events. Stephen Jackson has been by far the most visible in the community and he gets by far my greatest respect as a result. Also I have to mention the Oracle. It is a great arena from an atmosphere perspective, but the facilities suck. Concession stands that sell hotdogs with lines that take a whole quarter of the game to get served, is simply not acceptable. Solution MANY MANY more mobile carts,that sell beer and hotdogs, pretzels and popcorn, that way the stands are left for the food that requires more cooking. Not rocket science just simple stand management. Also the players themselves are extremely “unaccessable” by the fans. I was fortunate enough to have a media pass for game 38 last year and got to chat with a lot of the guys in the bar after the game and sat in the media conference which was superb. But aside from the one or two events a year, they could easily offer the ability for say groups of 20 people (season ticket holders) to go along to a training session, where they can learn a bit more about the game and the plays and get to know their players better. Also get a “HYPE” man who actually gets on the mic and starts truly pumping the crowd up rather than having to rely in players waving their arms to get the crowd going. “Bin Franco Finn!”
Completely revamp the shop and merchandise. Get some decent quality products, most is pretty good, but they are STILL selling JRICH shirts….c’mon now…MOVE on, if you cant sell them REALLY cheap, give the stuff to local kids homes and hospitals, start spreading the brand. Season ticket holders gift…..lol As you will see I was not impressed with the locker, so I really do not think they have given long consideration the types of gift that could be offered, give me a free VIP parking pass for one game rather than a piece of tat! The WARRIORS have a great brand, its a real shame it is not truly being marketed to it’s full potential. if you want to chat further I have been in Sales and Marketing for over 12 years and happy to go into countless other ideas.

What are the key strengths of the Warriors franchise? (ex: long-standing tradition, zealous fan base, etc.) THE UNDERDOGS!!!! style of play, Nellie, etc. They have an ability to stand out from the crowd and this can only improve.

How long have you been a fan?
Since I moved to the Bay Area from the UK.

Suggestions for the Warriors to maintain and grow current fan base? Too many, happy to discuss many ideas over a beer!

It's about heart, It's about fight, It's about being a Warrior!

by BritWarriorGSW on Sep 23, 2008 1:42 PM PDT   1 recs

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