"Ideas that Work" is a periodic feature developed for The NCAA News by the National Association of Collegiate Marketing Administrators. Individuals interested in contributing information may telephone Trip Durham of Elon University at 336/278-6708.

VIP Autograph Session and Meet-the-Coach Event
Northwestern University

Christopher Boyer, assistant athletics director/marketing and sponsor services

What: This first-time invitation-only event featured several players and coaches on hand to sign autographs, picture opportunities with the mascot and cheerleaders, free soft drinks and appetizers, the opportunity to complete a season-ticket-holder survey, and a chance to register for a $10,000 field-goal kick. The Northwestern head football coach wrapped up the event with an address to the crowd and a question-and-answer session.

When: The 90-minute event was conducted the morning of the spring football game.

Where: It was held in the basketball arena, which is adjacent to the football stadium. The giveaways and surveys were set up in the lobby, with player and coach autograph stations on the court. Attendees then were directed to lower-level seats on one side of the arena, where they were addressed by the coach.

How: Major steps included identifying an appropriate start time based on the availability of the players and coaches. Invitations (e-mails and postcards) were sent to all season-ticket holders. Other challenges included laying out the arena, securing product and sponsor involvement, developing a survey and developing appropriate signage.

Results: Organizers were pleased with the results, attendance and feedback. Several hundred season-ticket holders attended. "We have made it a top objective to add more value and incentives to being a season-ticket holder," Boyer said, "and exclusive events will become a more frequent occurrence."

Pizza Hut Pogo Challenge
University of Iowa
Toby Trail, assistant director of marketing

Who: Members of the men's basketball student support group, the Hawk's Nest, were targeted to participate in the Pizza Hut Pogo Challenge.

What: Necessary items include two pogo balls, pizza boxes and two contestants.

When: The event was conducted during a media timeout in the first half.

Where: The promotion was executed at both men's and women's basketball games. However, it easily could be used with other sports.

How: Before game time, two contestants were selected and instructed to meet an Iowa sports marketing representative before the media timeout. The marketing staff set up two rows of pizza boxes at the foul line, midcourt and opposite foul line. Participants were instructed to weave in and out as they bounced on the pogo ball down the court. The arena was divided into halves, with each contestant representing his side of the arena. The winner of the Pizza Hut Pogo Challenge received a large pizza, and the other contestant received an order of bread sticks. A selected section and row of the winning side also received gift certificates for free breadsticks.

Results: The Pizza Hut Pogo Challenge had many fans laughing and cheering as their representatives bounced down the court. The promotion went over best when the contestants helped get the crowd into the contest.

Sumo Basketball
Arizona State University
Adam Wald, assistant director of marketing and promotions

What is needed: Two sumo wrestling suits, two basketballs, two participants.

When: Halftime of a basketball game.

How: Pick two students from the student section. Focus on the students who look the most spirited and bring them down to the court about five minutes before halftime. Explain the game to them and put them in the sumo suits. Make sure you have extra help because if the participants fall, it will take two people to get them up.

Object of the game: Have each contestant at a different basket. The object is to make a layup, then run to half-court, put the ball down, spin around a bat 10 times, pick the ball back up and run to the other basket and make a layup. The first person to complete all of the requirements wins.

Results: The student section had a great time with the promotion and requested it for all games. The result was higher numbers in the student section.

Cat Caravans
Kansas State University
Melynda Stein, assistant director of marketing and promotions

Who: The promotion was targeted at potential season-ticket holders for women's basketball.

How: In the preseason, members of the athletics department traveled to towns near Manhattan to provide on-site ticket sales. To do this, a pep-rally atmosphere was created by inviting the team, coaching staff and cheerleaders to join in the caravan. Team members and the coaching staff spoke about the upcoming season and much-needed fan support, which created a prime ticket-selling atmosphere. Pompoms were distributed, along with "Powercat" tattoos, schedule posters, schedule cards and raffle tickets for an autographed ball.

After the meal and team introductions, tables were set up at which fans could purchase their season tickets and other ticket packages. The response, along with the accompanying attendance increase, was outstanding.

Results: Season ticket sales were the highest in Kansas State women's basketball history. Three games sold out, and overall attendance set a record.