EVOLVED RESOURCES

GREAT EXPERIENCES DRIVE SPEND

The emphasis on experience is at an all-time high, with millennials and now older generations putting their dollars and time into what they see as valuable experience investments rather than product purchases. As such, the sports industry can no longer be viewed as merely a sports product. The traditional mindset of sports teams just selling a ticket or sponsor package in a marketing campaign is a thing of the past, and teams who fail to invest in the entertainment and overall experience will find themselves struggling post-pandemic.

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We each have our own sense of purpose, the reason we get up in the morning and tackle each day head on. Often times individuals don't consciously identify their personal brand purpose, their Why, but just vaguely have a notion of what they enjoy, what they are good and at what brings them joy. During COVID-19, that becomes harder to pinpoint and focus on for the individual. The uncertainty around what the future holds is real and can derail even the most driven individual, at least temporarily.

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Events have traditionally been programmed from the perspective of dominant culture groups, focusing on the majority norms and abilities. Though organizations follow ADA guidelines and comply with requirements, they can fall short of creating a truly inviting and inclusive experience for guests with differences, leaving a subset feeling left out from the full experience. Guests attend live events to be entertained and forget about what is waiting in “real life”. As a business, it is important to look at not just policies, but also corporate tendencies to understand if they have truly set the stage for an inclusive environment, or if they are merely doing the minimum of what is legally required.

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Optimize your sponsorship assets and inventory. Review and categorize existing sponsor inventory, open spaces, type and what is sold for in-game assets. We hear a lot that games are overrun by sold sponsor obligations and don’t leave enough time to prioritize the fan entertainment. During this down time, set meetings with sponsorship departments to understand their objectives and share yours. In general, we recommend the guidelines below to allow enough flexibility to call a show that gives your team the home advantage and keep entertainment quality high. Focusing on helping get the team a win can make it a collaborative conversation instead of combative.

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With many companies moving to remote-only work options, or hybrid options, maintaining corporate culture and keeping your team engaged is critical, especially in such an uncertain time.

Evolved Experience Solutions, Inc. is proud to be a fully virtual team and has been since its inception. By implementing a few simple practices, you can easily stay connected and engaged as a team, despite the distance. These tactics will make being a virtual unit comfortable, effective and enjoyable for you and your teams amidst the rapidly changing social conditions.

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New programs of any kind are most successful when there is a clear, actionable plan for build-out and implementation. This plan requires understanding the key stakeholders and accurately interpreting their willingness or resistance to not just adopting, but embracing your new initiatives. The vast majority of initiatives that fail have nothing to do with the quality of the initiative, but the lack of pre-work to lay the foundation for its success. Establishing strong relationships with key stakeholders and gaining buy-in early on is essential for advancing the program.

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We each have our own sense of purpose, the reason we get up in the morning and tackle each day head on. Often times individuals don't consciously identify their personal brand purpose, their Why, but just vaguely have a notion of what they enjoy, what they are good at and what brings them joy. Businesses often operate in much the same way, having a vague mission or vision, but often lacking clarity and a guiding principle. This is a critical need when managing a brand as your team cannot rally around something they cannot clearly articulate.

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