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Posts Tagged ‘Brian Calka’

Men’s Fashion Finesse on the Event Stage

Awards shows aren’t the only venues where one can make a fashion statement. While conferences don’t feature red carpet entrances, the corporate event stage still represents a prime occasion for speakers to display their sense of style.

With more attention being paid to female executives’ wardrobes, our focus today is on their male counterparts. A recent New York Times article pointed to the rise in men’s fitted suits, but colorful accessories or footwear can also attract notice. Nowadays, almost anything to draw the audience’s gaze towards the stage instead of their mobile devices amounts to a good strategy.

We’ve compiled six examples based on New York-based events we’ve covered this year at which some element of the presenters’ attire was as buzzworthy as their performances.

Well Suited: Oakland Athletics general manager Billy Beane (left) sported a gray suit during an Internet Week talk in June. We couldn’t help but think that since Brad Pitt portrayed him in the movie Moneyball, he’s always got to look his best in public (though the actor himself seems to have stopped trying).

Pumpkin Power: Nothing conveys leadership like a bright crewneck sweater, since hoodies now are cliché. That must have been Google executive chairman Eric Schmidt’s view when he wore an orange pullover to an October appearance at the 92Y. As his interviewer, Kara Swisher, remarked, “By the way, I’ve got to tell you that you rock in that pumpkin [colored] sweater!”

In Mufti: Former (and perhaps future) TV show host/sportscaster Keith Olbermann wore blue sneakers to an April evening event at the Paley Center for Media. Sneakers were a smart choice that day, since he filed a lawsuit against Current TV, his former employer, then attended a New York Mets game and appeared later at the Paley Center. When you’re so busy, you need comfortable footwear.

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Mobile Content Strategy

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Five Sports Marketing and PR Trends

The New York Yankees continued their winning trend by sweeping the Toronto Blue Jays this week

“Sports marketing began in the 1970s as ‘CEOtainment’, according to Shawn McBride, SVP at Ketchum Sports & Entertainment. “[It was] an excuse for corporate executives to socialize at sports events, but the dynamics have changed a lot since that time.” McBride and Brian Calka, director of corporate sales and sponsorship for the New York Yankees, discussed the industry’s growing trends and challenges at a New York AMA / American Marketing Association event Tuesday.

  • The cult of the celebrity is on the rise for sports brands. Since sports and entertainment are so intertwined, this phenomenon takes many forms. McBride cited the celebrity softball game in Kansas City and Calka mentioned the rock concerts that Yankee stadium has hosted in recent years. He added ”The Yankees also want to get entertainers to do the roll call for the bleacher creatures and we’re making more of an effort to highlight the stars in the crowd at the games.”

  • CSR/Corporate Social Responsibility is more highly associated with sports brands now. A well-known example for the Yankees is Hope Week, Calka noted. “It represents a chance for the players to give back to the local community, and other baseball teams now are beginning to establish their own Hope Weeks.”

  • The fan experience is front and center. “Since the customer is in charge, the challenge is to retain the fan base and meet their needs,” McBride observed. “Many fans now may prefer to watch from the comfort of their hi-tech homes.” Teams from hot urban locations with heavy traffic, such as Tampa Bay and Miami, have a hard time attracting fans in person, so teams like the Miami Marlins have built state-of-the-art stadiums. Customer service is a key part of the fans’ experience, and Calka said “the Yankees’ customer service is modeled after Disney and  Ritz Carlton. For example, we’ve added brand ambassadors at the stadium carrying signs asking whether they can help.”

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