Persuading Customers to Spread the Word
Few companies have succeeded in building their
As long as a company has the necessary marketing
Jones realized the value of managing his own merchandise operation. He took advantage of a provision in the NFL's new 10-year, $250 million apparel deal with Reebok by removing the Cowboys from the NFL's leaguewide merchandise deal. The Cowboys were the only team choosing to design and market their own merchandise. According to Jones, the decision boiled down to the issue of expertise. Jones thinks he can market and sell the Dallas Cowboys better than
This philosophy was on full display in July 2002 when the Cowboys announced that the J. C. Penney Co. would become the team's official apparel retailer throughout Texas, as well as New Mexico, Louisiana, Arkansas, and Oklahoma. Historically, this five-state region has accounted for more than half of the team's apparel sales in the United States.
However, this vision and strategy regarding the sale of merchandise was not new to Jones; in fact his perspective on marketing merchandise dates back nearly a
In 1994, Jones worked hard to convince the league to allow him to debut a double star jersey for the traditional Thanksgiving game. Thanks to the approval and hard-
Creating additional, and sometimes subtle, opportunities to make contact with an organization's customers by offering them something unique and of value can help drive sales.
In the 1960s, former New York Jets owner Leon Hess wanted to
Although Hess intended to use the toys as vehicles to brand the company, he also restricted output, which resulted in the products becoming
It's great advertising that reminds customers not only to come back every year to buy the latest model, but also to make it their service station of choice on a year-round basis.
Jones also undertook a transportation-
This quasi-merchandising program provides the Cowboys with two great benefits: It subtly markets the team statewide, and provides a facilities improvement fund that is dedicated to enhancing the fan experience.
Hess and Jones have tactically utilized the creation and sale of merchandise to extend their brands, building additional awareness while increasing revenue.