Nuts & Bolts: Five-Minute Interview
The Right Tool for a Sticky Job
March 2008
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TM: Are you making sure you have content in the widget that supports purchasing?
AR: For year one, we didn’t do many things that were product-oriented—meaning, “Hey, check out the new jersey coming out.” It was more just focusing on what the team was doing … events and press releases throughout the year. But I know in year two, we want to look at getting out a few more product messages. And a lot of that has to do with us getting a little bit better at when we officially announce our merchandise offerings and “x” type of ticket packages going on sale, those types of things. We really want to integrate those more because we think that’s going to add more to the bottom line.
TM: How are you driving fans to know you have a widget?
AR: When we originally launched it, we did a contest around it, which I wouldn’t say is anything earth-shattering. But we sent [the message] out via an e-mail campaign. Our database is pretty robust, in terms of size. We really drove people that way, and I would say that’s how we got most of our initial views and people grabbing it. I think we offered a free signed helmet in the contest. That’s the easy way to do it.
Now to do more, what we should do in 2008 is utilize some of our brick-and-mortar stores. We have 15 stores that are all Raiders merchandise; they’re called The Raider Image. So, we’d like to do some offline marketing there, as well as at our games. Ten Sundays out of the year we get 60,000 people in our stadium, and we didn’t really do anything with that [in 2007]. So, those are two offline initiatives which we think we can utilize more this season.
—Hallie Mummert
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