On many occasions I’ve reminded you that you have to know who you’re talking to with publicity and marketing. If you have a message that resonates to your audience, you have a good chance to achieve your goals. Here’s a post from a delightful new blog by Jerry Seltzer. His father and then he ran Roller Derby. Later on he started BASS Tickets, one of the first computer based ticketing agencies.
Here’s what Jerry wrote… Our publicist was a great guy named Herb Michelson. Herb was moonlighting with us, as he was a columnist for the Oakland Tribune and covered the Giants for AP. Both he and I would try to figure how we could present things in a different light, and I think the sportswriters appreciated it because the other sports took themselves so seriously.
Example, Charlie Finley moved the Athletics baseball team from Kansas City to Oakland and assumed that he was still in the midwest and not the more sophisticated Bay Area. He brought Charlie O the mule as mascot. He had a mechanical rabbit that popped up from behind the plate to give umpires the ball and he did all the promotions that he had done in Kansas City.
The first one was (ugh) Hot Pants night; all the girls who showed up in hot pants would get in free. We immediately sent out a press release that at our next game at the Coliseum Arena, next door from the baseball stadium, would be no pants night, and all women who showed up without pants would be admitted free, and we would take their word for it. Charlie was furious.
Then he had farmer’s night (in Oakland?!), so of course we had farmers’ daughters night, and so on.
Tags: jerry seltzer