Leadership, Promotions, Strategic Blueprints • March 25th, 2008

Bucks for the Bucks?

by Chris Lato

So the Bradley Center is among the oldest facilities in the NBA, and the Bucks are worse than bad this season.

So what’s the solution? Build a new arena with taxpayer dollars, of course!

Steve Jagler sounds off on the issue and comments on how the powers-that-be refuse to play nice in coming up with a cohesive plan for downtown Milwaukee. It’s a shame, because it sounds like the potential is there if everyone could just get along.

I’m not going to claim to be some expert on sports (and if I did, those who know me well would call me out on it and embarrass me terribly), but here’s my take on new stadiums for teams. This will sound simplistic but it makes perfect sense to me.

If you’re winning, let’s talk. If you’re losing, go away until you’ve shown a commitment to winning. Then, let’s talk.

The Packers did things the right way. The Brewers, not so much – although last year was incredible. Unfortunately, the wheels fell off the Brewers’ season but it showed that Milwaukee can and will support a pro baseball team that has at least a reasonable shot at success.

But initially, things were a bit rough for Miller Park after the shiny new ballpark goodness wore off. Once a better team started taking the field, interest spiked once again.

A winning team puts butts in the seats. Go figure!

As for the Bucks, well, this season has been an unmitigated disaster. Talk about building a new arena has been churning out there for a while, but who’s going to want to back this loser team?

Playing devil’s advocate for a moment, perhaps the last best way to sell the idea of a new arena under these grim circumstances is to find a way to unite the various forces controlling downtown Milwaukee, design a state-of the art arena that will attract top-shelf live shows year-round, sell the economic benefits to the many skeptics who will control the purse strings, and systematically make the case that this will be a long-term jewel in the city’s crown. All marketing and positioning should seek to strike a balance: the big-city feel of a beautiful new arena with an intimate community connection.

Also, the Brewers have done a fantastic marketing job, making going to the ballpark fun even when the team is tanking. The Bucks need to find a way to capture some of that magic in their marketing and promotions.

This is a lot of work. It would not be easy.

The way NOT to sell the notion of a new arena is to threaten for the Bucks to pull up stakes and move out of Milwaukee. The lingering resentment surrounding mega-rich owner Herb Kohl will only intensify if those who will be asked to foot the bill feel like they’re being steamrolled on behalf of a wealthy owner throwing a tantrum.

But again, let’s see some winning first. A spoonful of sugar helps the medicine go down - and will put some smiles on the faces of those who will be asked to pony up later.

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Branding Politix, Messaging, New Media, Promotions • March 3rd, 2008

Walker on the web

by Chris Lato

Voters in Milwaukee County will be choosing their County Executive for the next four years April 1, and incumbent Scott Walker is using the Internet as a way to spread his message.

In a series of three no-budget ‘ads’, Walker covers taxes, transit and parks – three hot button issues in Milwaukee County politics.

It’s just Scott Walker standing on the sidewalk talking directly to the camera – no cutaways that I recall, all single-camera, very obviously done on the cheap. Walker even stumbles a bit once or twice, but the camera keeps on rolling.
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