A Losing Proposition?

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A Losing Proposition? 20150831-NEWS--1-NAT-CCI-CL_-- 8/28/2015 3:16 PM Page 1 Vol. 36, No. 35 Entire contents © 2015 by Crain Communications Inc. $2.00/AUGUST 31 - SEPTEMBER 6, 2015 MesoCoat CEO says company didn’t pay its loans because of holding companies’ ties to ‘crook’ — P. 3 12-story Tower City structure could join L.A. business’ growing downtown Cleveland portfolio — P. 4 Convention crowd is ideal target Marketers and advertisers will go out of their way to reach GOP delegates, guests By JAY MILLER [email protected] How does a business make an impression on the small city of people who will be in res- idence in Cleveland for the GOP convention in July? Marketers and advertisers are just begin- ning to figure out their answer to that ques- tion. For University Hospitals, it may be ads on GETTY IMAGES the free trolleys that circulate through down- The Cleveland Indians invested a combined $104 million in Michael Bourn, left, and Nick Swisher — signings that turned out to be regrettable. town. For Coca-Cola, as it has done at past conventions, it may be Coca-Cola-themed re- cycling containers along the routes from Quicken Loans Arena to the downtown hotels. Or maybe an automaker will take space in a strategically located parking lot to display its latest, glitziest models. A losing proposition? The convention crowd is an elite and influ- ential market target comprising affluent trendsetters and decision makers. Some of the marketing will be heavy duty, the wining and Shapiro says Dolans haven’t turned a profit during ‘a few’ Indians seasons dining aimed at those who come to town who might end up making decisions about energy By KEVIN KLEPS years, including this year,” Shapiro said of the ing and attendance plummeting, and the policy or what military hardware to buy. [email protected] Dolan family. “So I’m not sure what the ex- Tribe winning one playoff series since 2002 — But most of the advertising and marketing pectations are, but a lot of times the disap- has been well-chronicled. will just try to make an impression on the me- The perception is that the Cleveland Indi- pointment has to be focused somewhere. And Shapiro has a simple explanation for the dia, lobbyists, other guests and even conven- ans, who annually have one of the lowest pay- it tends to get focused disproportionately on most common complaint leveled by fans at tion delegates milling around downtown. At rolls in Major League Baseball, make millions them, and I think that’s situational and tim- the franchise — that the Indians aren’t spend- past conventions, for example, AT&T passed in profits — thanks to eight-figure checks they ing more than anything else.” ing as much as they could, or should. out ChapStick and cup cozies with the com- receive from television networks and revenue The timing aspect to which Shapiro is refer- “Always remember the overarching chal- pany’s logo. CNN had a headquarters where it sharing. ring is the Dolans’ $323 million purchase of lenge that we have is baseball is a game that handed out CNN ballcaps. The reality, according to team president the Indians in 2000. The season before the shares limited revenue, and then has no “We have clients that are interested but we Mark Shapiro, is that the Tribe’s much-ma- Dolans bought the franchise from Richard Ja- salary cap,” said the longtime Tribe executive, also have goals” for lining up marketing op- ligned ownership has suffered plenty of loss- cobs, the Tribe qualified for the postseason who recently was mentioned as a candidate portunities,” said Loren Chylla, executive vice es over the years, and any profits the Dolans for the fifth consecutive year, and the club’s to be the next president of the Toronto Blue president for media services at the Adcom make go back into the team. payroll in the first two seasons of the new Jays. “So just start with that. That makes the Group, a Warehouse District marketing firm. “There are not many people who could ownership was among the largest in the bulk of our revenue dependent on local rev- “We like to be prepared.” steward the process better or differently un- game. enue, and those local revenues are not com- Chylla is gathering names of businesses, de- less they were willing to take huge losses every What’s transpired since — the Browns re- pletely, but by and large determined by size veloping an inventory of signage that he will year — and they’ve taken losses quite a few turning to the NFL, the Indians’ payroll rank- See INDIANS, page 22 See CONVENTION, page 23 35 ALSO INSIDE: SPORTS BUSINESS — PAGES 15-20 Officially branded Cleveland Browns programs are NEWSPAPER 74470 83781 everywhere (and very valuable). 20150831-NEWS--2-NAT-CCI-CL_-- 8/27/2015 4:08 PM Page 1 Small Business Matters i Want more information and resources on this week's topics, ideas and events? Go to www.cose.org/smallbizmatters. PRESENTED BY CONTINUING EDUCATION ;HYNL[@V\Y4VZ[7YVÄ[HISL*\Z[VTLYZ All customers are not created equal. :VTL HYL TVYL WYVÄ[HISL [OHU V[OLYZ Focusing on those customers who are August 31 TVYL WYVÄ[HISL JHU TLHU H IPN IV[[VT line increase for your business. )\[OV^KV`V\KV[OH[&1LɈ:\ZIH\LY By The Numbers co-developer of the COSE Strategic 7SHUUPUN*V\YZLOHZPKLU[PÄLK[OYLLRL` BYOD Usage Z[LWZ I\ZPULZZLZ ZOV\SK [HRL [V ÄUK V\[ the answer to that question. STEP Know your own cost 1 At the end of the day, Susbauer says, customers don’t care in the when that business starts going after your should have a laser-like focus on those least what your costs are. They just want customers. What are your options if this customers who meet what you have to to satisfy their own needs. This means it’s happens? Susbauer says in addition to VɈLY-PN\YLV\[^OV[OVZLJ\Z[VTLYZHYL up to the individual business to keep a changing your cost structure, you can also and go after them. watchful eye over its own cost structure. improve the perceived value of what you’re “Sales are vanity,” Susbauer says. All businesses should ask these VɈLYPUN ¸7YVÄ[ZHYLZHUP[`¹ questions of themselves, Susbauer says: How do you do that? It could be as ¸*HU `V\ M\SÄ SS J\Z[VTLY ULLKZ ^P[O[OL ZPTWSL HZ VɈLYPUNH¸I\` VUL NL[ VUL¹ cost structure that’s in place? Does that deal, coupons, or a free consultation. The COSE Strategic Planning Course 60% 14% cost structure enable you to make a is a six-month, results-oriented process that Know your market of employers allow the have plans to WYVÄ[&¹ STEP delivers concentrated executive-level busi- use of personal devices implement such a As hard as you might try, you’re ness education and exceptional networking 3 for work purposes. policy this year. STEP Understand what the competition never going to be able to take opportunities. The course is designed to help down Wal-Mart, Susbauer says. The retail you overcome obstacles while building the 2 is doing SOURCE: TECH PRO RESEARCH If the business down the street is NPHU[JHUHɈVYK[VSVZLTVUL`I`ZLSSPUN foundation to take your business to the next selling the same thing you are for less than below cost. You can’t. What you can do is stage. Learn more at www.cose.org/spc you are, you will probably be in trouble know your own market inside and out. You Connection Calendar COFFEE WITH COSE 52 TIPS FOR YOUR BUSINESS Get an early start with other COSE members at this casual round table session. Discuss tips HUK[YPJRZVM[OL[YHKLV]LYHJ\WVMJVɈLL:OHYL #35 – BYOD Can be a Boon to Productivity your challenges and successes with your peers, and get real advice on how to grow your business! Employees are increasingly using their implications arise from the use of employee- SEPTEMBER 16 own devices to do at least some of their work. owned devices. You might need to revise and 8:30 – 10:00 AM BYOD (“Bring Your Own Device”) examples strengthen some of your existing guidelines. Panera Bread, Solon range from accessing company email and You should identify and answer the unique calendar remotely to working from home questions raised by BYOD: Cost: $5 on a computer connected to the company Register at www.cose.org/events. network. Users often prefer to use their ₔ >PSS[OLJVTWHU`WH`VYZOHYL[OLJVZ[& own tablets or laptops to access company systems, especially when working remotely. ₔ >PSS0;WYV]PKL[LJOZ\WWVY[VU COSE WEBED SERIES: TRADE SHOW BYOD can be a boon to productivity. It’s user-owned devices? EXHIBIT SECRET SAUCE convenient and users like the ability to work Are you and your team struggling to unlock the with the devices with which they are most ₔ >PSS[OLYLILHSPZ[VMHWWYV]LKOHYK^HYL keys to trade show success? Rock The House comfortable. Additionally, there might be cost operating systems and applications? Founder/CEO Matt Radicelli shares their team’s secret Tony Felice, savings for the company when users provide sauce that keeps the troops happy and the leads Inline Technology Services, LLC pouring in. This informative presentation will begin with their own hardware. Large organizations often ₔ >PSS[OLJVTWHU`OH]L[OLHIPSP[`HUK an interactive assessment of your current trade show right to remotely “wipe” a device that enforce formal policies to realize advantages start by doing research and adapting BYOD tactics and strategies, then build on a series of industry while mitigating risks of BYOD.
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