"Hey, Can I Play" Marketing Campaign

B

BasementDweller

AzB Silver Member
Silver Member
There has been a lot of chatter on here about what pool needs in order to increase its popularity. Well OUR new ad campaign just hit me. Now keep in mind that I'm no marketing genius, so I'm thinking that with the help of those in AZ land we can tweak this idea of mine a bit and then we will be ready to launch our new collective campaign once one of us wins the lottery.

So, here's my idea:

First thing, I have to say upfront that I hate class warfare when it's used in politics but I have to admit that it can be very effective. So, my campaign is based around it.

Our first commercial is going to work off of the theme of golf being a rich man's game. It's for the elite. The country clubbers. In our 2 minute ad that is already slated to run during next year's Super Bowl we showcase all the Mercedes-Benzes, BMWs, Lexuses, and the like driving out of the Country Club parking lot. Then we show all the golfers dressed in their fancy attire, appearing as Paine Stewart wannabes. Then the camera pans over to 3 guys....3 normal guys. The construction guy, the office worker, and a young college kid. They are attempting to get a tee time at the local country club.

One of the threesome says, "Hey can we get a tee time?". The guy working the counter, looks at them and then looks down at his available tee times and says, "Sorry guys, I don't have any available. Maybe next time and don't forget your collared shirts."

Well, the construction worker flips out.

"I told you guys this would happen. Why do we bother with this game? I know a better game anyway. I game that's made for us. Where you don't have to pay a ridiculous fee just to lug your own clubs around in the hot sun. This game is just as beautiful too, if not more so. Come on guys. Come with me."

Then the dapper gentlemen that was standing behind them says as they are walking out the door, "Hey, Can I Play?".

Next we quickly showcase a beautiful pool room. We then show all four guys having a blast playing pool.

The ad ends with the statement:
POOL. The game where anybody can play and everybody is welcome.






That's all I got. What do think?
 
It might actually work. I can see it now. 100 playa's standing around with their free refill cokes and coffee, all wearing hustler shirts, chasing off the paying APA players. When they aren't b!thching about the table conditions they're barking at each other, all trying to get weight. Pool hall closes in 6 months and reopens as a dart & sports bar that middle income people frequent and actually pay for stuff like food and alcohol. :thumbup:

It will take money. The demographic that you are trying for has been the most affected by the poor economy.
 
I think the opposite approach might help pool. Three golfers watch the construction worker, office worker and college student tee off. Each duffing their drive or sending it ob. They look at each other and "complain this round will take forever".

Then they drive their Mercedes and BMWs to a beautiful pool hall where they meet Ewa Laurence and Jeanette Lee who are giving lessons to new players.

Having a strong fan base with a high disposable income never hurts.
 
BasementDweller said:
There has been a lot of chatter on here about what pool needs in order to increase its popularity. Well OUR new ad campaign just hit me. Now keep in mind that I'm no marketing genius, so I'm thinking that with the help of those in AZ land we can tweak this idea of mine a bit and then we will be ready to launch our new collective campaign once one of us wins the lottery.

So, here's my idea:

First thing, I have to say upfront that I hate class warfare when it's used in politics but I have to admit that it can be very effective. So, my campaign is based around it.

Our first commercial is going to work off of the theme of golf being a rich man's game. It's for the elite. The country clubbers. In our 2 minute ad that is already slated to run during next year's Super Bowl we showcase all the Mercedes-Benzes, BMWs, Lexuses, and the like driving out of the Country Club parking lot. Then we show all the golfers dressed in their fancy attire, appearing as Paine Stewart wannabes. Then the camera pans over to 3 guys....3 normal guys. The construction guy, the office worker, and a young college kid. They are attempting to get a tee time at the local country club.

One of the threesome says, "Hey can we get a tee time?". The guy working the counter, looks at them and then looks down at his available tee times and says, "Sorry guys, I don't have any available. Maybe next time and don't forget your collared shirts."

Well, the construction worker flips out.

"I told you guys this would happen. Why do we bother with this game? I know a better game anyway. I game that's made for us. Where you don't have to pay a ridiculous fee just to lug your own clubs around in the hot sun. This game is just as beautiful too, if not more so. Come on guys. Come with me."

Then the dapper gentlemen that was standing behind them says as they are walking out the door, "Hey, Can I Play?".

Next we quickly showcase a beautiful pool room. We then show all four guys having a blast playing pool.

The ad ends with the statement:
POOL. The game where anybody can play and everybody is welcome.






That's all I got. What do think?
Click to expand...

I'll give you credit for thinking outside the box and creativity. That I like, and I also like the demographics your targeting that this sport truly needs.

You do realize just how much that single commercial will cost right? Who will flip the bill for this? Where's the ROI (return on investment) for those specific advertising investors specifically?

Also, probably not a good idea to degrade a more popular well known and greatly respected, as well as funded sport, to promote a less popular, somewhat tarnished, almost zero funded sport (in comparison to golf). General rule in advertising is you don't insult your target audience.

I for one, personally know several card holding PGA Professionals who also fancy billiards, and are quite good at it too. They just don't talk about it much, due to the whole "image" thing.

I agree, this sport needs an image overhaul, as well as demographic boost from it's current state. Sadly, I just don't see that happening anytime soon. Just speaking from my local, not quite all, but most places that have a single pool table, to 30 tables, is a mud-hole dive that 90% of the populace wouldn't walk into for any reason. THAT IS what needs to change in my opinion.

There have been a couple (what I call) upscale places, yeah there all gone and closed, and those places were never known for nor never really had any "Real Players" frequent the place. It was a yuppie/kiddie bangers paradise that was empty all but one or two nights a week and mostly in the winter time only.

In closing, I like your thinking and think you have the love of the sport and the desire to improve it. I just don't think you have realistic expectations of a single advertising campaign. Things like this take years to turn around. Now if you come up with a reality (on a huge scale like Big Brother, Survivor, Duck Dynasty, American Chopper etc etc etc) show, now you may be on to something. Look how it improved the image of bikers, even the yuppies bought Harley's.
I know there is a reality show in the making, and i hope the best for it. I just hope it's on a main channel during prime time and not on some off the wall channel at 4am where only 200 people ever see it.

Dopc.

EDIT: In addition, if you would take the funds for this single advertising campaign, BonusBall would be funded for many, many years if managed correctly. I think if someone could come up with this large amount of money to invest in pool, it would be better served investing in the BEF (Billiard Education Fund). The youth is the only shot this sport truly has I believe. Of course this entire post is based on my opinion alone, and I'm sure many will disagree with me.
 
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CB Jones said:
I think the opposite approach might help pool. Three golfers watch the construction worker, office worker and college student tee off. Each duffing their drive or sending it ob. They look at each other and "complain this round will take forever".

Then they drive their Mercedes and BMWs to a beautiful pool hall where they meet Ewa Laurence and Jeanette Lee who are giving lessons to new players.

Having a strong fan base with a high disposable income never hurts.
Click to expand...

That's commercial number two.
 
Dopc said:
I'll give you credit for thinking outside the box and creativity. That I like, and I also like the demographics your targeting that this sport truly needs.

You do realize just how much that single commercial will cost right? Who will flip the bill for this? Where's the ROI (return on investment) for those specific advertising investors specifically?
Click to expand...

Of course I know how much a Super Bowl Ad costs. I have been saving for a few years now. I got 723 dollars. If I don't have to replace my brakes this year you will be seeing this ad during halftime of the Lions vs. Steelers Super Bowl.

Also, probably not a good idea to degrade a more popular well known and greatly respected, as well as funded sport, to promote a less popular, somewhat tarnished, almost zero funded sport (in comparison to golf). General rule in advertising is you don't insult your target audience.

I for one, personally know several card holding PGA Professionals who also fancy billiards, and are quite good at it too. They just don't talk about it much, due to the whole "image" thing.

I agree, this sport needs an image overhaul, as well as demographic boost from it's current state. Sadly, I just don't see that happening anytime soon. Just speaking from my local, not quite all, but most places that have a single pool table, to 30 tables, is a mud-hole dive that 90% of the populace wouldn't walk into for any reason. THAT IS what needs to change in my opinion.

There have been a couple (what I call) upscale places, yeah there all gone and closed, and those places were never known for nor never really had any "Real Players" frequent the place. It was a yuppie/kiddie bangers paradise that was empty all but one or two nights a week and mostly in the winter time only.

In closing, I like your thinking and think you have the love of the sport and the desire to improve it. I just don't think you have realistic expectations of a single advertising campaign. Things like this take years to turn around. Now if you come up with a reality (on a huge scale like Big Brother, Survivor, Duck Dynasty, American Chopper etc etc etc) show, now you may be on to something. Look how it improved the image of bikers, even the yuppies bought Harley's.
I know there is a reality show in the making, and i hope the best for it. I just hope it's on a main channel during prime time and not on some off the wall channel at 4am where only 200 people ever see it.

Dopc.

EDIT: In addition, if you would take the funds for this single advertising campaign, BonusBall would be funded for many, many years if managed correctly. I think if someone could come up with this large amount of money to invest in pool, it would be better served investing in the BEF (Billiard Education Fund). The youth is the only shot this sport truly has I believe. Of course this entire post is based on my opinion alone, and I'm sure many will disagree with me.
Click to expand...

Thanks for the response Dopc but I'm really just having some fun with this. Unless someone wants to pay me for my idea. I could use the money to build a new golf course.
 
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DoubleD said:
Judging by the payouts in pool, a better campaign might be a guy selling his cues, climbing in the backseat of an unlocked car (after trying many others), falling asleep while a voice-over says, 'Pool, it's what's for dinner'.
Click to expand...

Now that's funny. We have to hide that image until we get them through the doors a few times.
 
Neil said:
Not too sure how it would go over, but I like it!
Click to expand...

chevybob20 said:
It might actually work. I can see it now. 100 playa's standing around with their free refill cokes and coffee, all wearing hustler shirts, chasing off the paying APA players. When they aren't b!thching about the table conditions they're barking at each other, all trying to get weight. Pool hall closes in 6 months and reopens as a dart & sports bar that middle income people frequent and actually pay for stuff like food and alcohol. :thumbup:

It will take money. The demographic that you are trying for has been the most affected by the poor economy.
Click to expand...

Two voices of reason. Of course it will work.

My marketing campaign is officially for sell. Low reserve.
 
Not a bad approach as long as you don't alienate the men and ladies who buy Lexuses, Mercedes, Cadillacs, etc. Also, I thought a good tactic might be to appeal to kids who aren't 6 ft 6 250 lb athletic freaks that feel left out by football and basketball. Also, I feel there is hay to be made out of the fact that concussions are becoming such a big problem in contact sports maybe people will look to put their kids into non-contact sports if it was available and appealing. The problem is that pool, unlike golf with the USGA/PGA, has never had an organization whose job it was to protect and grow the game. You would think that the BCA might have once fulfilled that function since a growing game would help their trade organization, but I guess they didn't see it that way. Look into what the USGA and PGA do for golf besides set the rules and hold championships and you'll see what I mean.
 
BasementDweller said:
Of course I know how much a Super Bowl Ad costs. I have been saving for a few years now. I got 723 dollars. If I don't have to replace my brakes this year you will be seeing this ad during halftime of the Lions vs. Steelers Super Bowl.



Thanks for the response Dopc but I'm really just having some fun with this. Unless someone wants to pay me for my idea. I could use the money to build a new golf course.
Click to expand...

LOL. it's all good. I was reading the "other" thread that I believe inspired your thread as well. I just somehow got on this serious "holier than thou" rant and couldn't stop typing.

I'm half hillbilly, half yuppie. I'm sure you can guess which half made the first post.

Dopc.

Anyone know how to remove the half yuppie side? It's truly tarnishing the hillbilly in me.
 
DoubleD said:
I don't think BB is a way to do it, but you may actually be onto something.

Did you know there is a national record store day? It is in April, I think. It is pretty cool, all these independent businesses got together for a common goal and celebrate...well, themselves. There are special releases (I missed out on a tom waits limited edition a few years ago), prizes, musicians in the stores, concerts, etc.. In Ballard when I went a few years ago it was huge...and many of the people didn't know it was going on.

So, if pool halls and pool professionals could organize, there could be a national pool day. The pros could go to their local halls, hang out, sign autographs. There could be contests and door prizes, specials on products.

It would be a chance for the pool halls to actively encourage their regular patrons to show a good image of pool and to get people to come in the door, to see our world.

Any place with a pool table could participate and it could be a very symbiotic relationship: They give out some free crap, the pool world spreads the word.

The bonus is that if it gets big, the people with the money will want to incorporate it into their own ad campaigns. Imagine Budweiser making commercials of clydesdales playing pool for no apparent reason and saying, 'proud sponsor of National Pool Day'.

The thing is that you have to think bottom up instead of top down. You don't drop a nuclear bomb (national television ad) on a gang war (the dying of pool). The key is to get people to see pool in a different light first hand. Get them in the door on a big day, when everybody is out and having fun...they might want to have fun, too.

dld
Click to expand...

Indeed, we agree.
I only used BonusBall as an example, but failed to mention I'm not a fan of the game. I'm all for what can financially support the professional players, but I just could not be fan of this particular venture. Not so much for it's mis-management, but the game itself and the presentation factor of it. My bias as a rotation lover may play a huge part in my opinions. I like 14.1 and one-hole as well, I just didn't care much for the hybrid of the two combined. As well as the changing of the tables geometry (mickey mouse pocket design) really left me with a sour opinion. Imagine the amount of lost respect if the PGA used a 10" cup with a three foot radius around the hole that had a 10 degree downslope funneling the ball any where near the hole in the cup.
Maybe round 2 (should that ever come to be), may change my mind. As of now though I don't foresee this happening anytime soon, I hope I'm proved wrong for the players sake.

Back to the topic at hand, I like your idea of billiard day/week/month. I like the idea of bringing the professionals in to mix with the common folk ( I just don't see them willing to do this unless it comes with a large wad of cash in their pocket at the end of the day).
Even in golf, this almost never happens (they feel they are above it mostly, sure they do a few charity clinic things here and there, but thats mostly fulfilling a contractual obligation of their sponsorship).
I feel a lot of the major issues with this sport are pretty much in line with a lot of issues with our current economy and countries mindset. Basically if it's not putting a big wad of cash in my pocket for a few hours of interaction with the fan-base, it's just not worth my time.
Usually the elite don't like mixing it up with us common folk, their afraid some of that common folk virus might not wash off in the shower. Of course these are my opinions and I'm sure many will dis-agree.

Dopc.
 
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chevybob20 said:
It might actually work. I can see it now. 100 playa's standing around with their free refill cokes and coffee, all wearing hustler shirts, chasing off the paying APA players. When they aren't b!thching about the table conditions they're barking at each other, all trying to get weight. Pool hall closes in 6 months and reopens as a dart & sports bar that middle income people frequent and actually pay for stuff like food and alcohol. :thumbup:

It will take money. The demographic that you are trying for has been the most affected by the poor economy.
Click to expand...
You're killing me... That's funny and to a degree, true

You forgot to mention all the major sponsors (luxury car manufacturers, rolex, investment comanies) that would immediately abandon golf and support pool
 
DoubleD said:
...
The thing is that you have to think bottom up instead of top down. You don't drop a nuclear bomb (national television ad) on a gang war (the dying of pool). The key is to get people to see pool in a different light first hand. Get them in the door on a big day, when everybody is out and having fun...they might want to have fun, too.

dld
Click to expand...

I think you right here for the most part. The only thing I disagree with is that in this day and age it's not impossible to have a successful national ad, it just can't be a television one.

Create a short, FUNNY clip and post it on YouTube and have everybody link to it. Then sit back and watch the cash just start rolling in to the pool rooms. Too easy.:wink:
 
CB Jones said:
I think the opposite approach might help pool. Three golfers watch the construction worker, office worker and college student tee off. Each duffing their drive or sending it ob. They look at each other and "complain this round will take forever".

Then they drive their Mercedes and BMWs to a beautiful pool hall where they meet Ewa Laurence and Jeanette Lee who are giving lessons to new players.

Having a strong fan base with a high disposable income never hurts.
Click to expand...

You have hit on one point here that gets overlooked all too often... I think the ladies are far better ambassadors to the game then the men. Pool will always have that seedy element no matter how hard we try to clean it up. That may never get washed clean, but it shouldn't it's part of the history. The ladies tour does a great job of focusing on the positives. I just wished there was more of it to watch on TV.

What the game really needs is a Color of Money type movie to come out that would give thousands of rooms around the country a shot in the arm. But it may never happen the demographic isn't large enough for much TV coverage so it may never be large enough for another quality film. I hope I am wrong
 
I think the whole "I know a better game, a game that's made for us" is a bit too direct.

I can see some smug watcher saying "yeah, you guys should go play a game that's made for you."
...basically it backfires and instead of saying "there's a game for regular guys like us"
it's more like "here's the game that a lower class of people can settle for"
Imagine if they cut from the country club to a mini golf course instead of a beautiful pool room.
It's kind of like that. "Here's a cheaper, lower level kid's game for all you scufflers who didn't make the cut."

That being said I don't totally dislike the idea :)
We just need an ad agency to execute it, and someone who loves pool to pay them.

Here's an idea that makes me laugh just thinking about it, on the golf-vs-pool theme.
The feel of it is like a cheesy infomercial showing people struggling with simple stuff.

"Are you tired of heavy, bulky clubs getting all mixed up in your bag?"
(guy struggling to get a driver out as it tangles with other clubs)

"Tired of walking around endlessly in the hot sun, wearing ridiculous outfits"
(guy in ugly golf pants and uncomfortable shoes squinting up at the sun as he
tromps across the fairway, then shaking his head and sitting down to catch his breath)

"Green fees, rental fees, and membership fees breaking you down?"
(caddy holding out hand for a tip, golfer pulling out his empty pockets and shaking his head...
same guy later grimacing as he plunks down a credit card and sees some horrible number
like $378.00 pops up on a cash register)

"Wish you could enjoy a saturday afternoon without going bankrupt or getting heat stroke?"
(same guy lying on a stretcher in the parking lot as concerned onlookers murmur)

"WELL NOW YOU CAN!"
(three regular joes look at each other, grin, and huck their golf clubs over their shoulders,
as if to say "f*ck it!")

Cut to everyone having a blast at the pool hall, guys grabbing cues off the wall and playing,
everyone laughing and joking at the register, handing over a few 5 and 10 dollar bills instead
of 50's and 100's.

Now I just need a catchy tagline.
POOL - The cure for golf
or maybe POOL - The cure for golf fever
 
All we need is a few televised pro events that donate half the winnings to a charity of players choice. Have each player talk about their charity before the game. Make the pool players more human like telling where they are from and other tid bits about them. Show interviews in between matches.
 
Positive

CreeDo said:
I think the whole "I know a better game, a game that's made for us" is a bit too direct.

I can see some smug watcher saying "yeah, you guys should go play a game that's made for you."
...basically it backfires and instead of saying "there's a game for regular guys like us"
it's more like "here's the game that a lower class of people can settle for"
Imagine if they cut from the country club to a mini golf course instead of a beautiful pool room.
It's kind of like that. "Here's a cheaper, lower level kid's game for all you scufflers who didn't make the cut."

That being said I don't totally dislike the idea :)
We just need an ad agency to execute it, and someone who loves pool to pay them.

Here's an idea that makes me laugh just thinking about it, on the golf-vs-pool theme.
The feel of it is like a cheesy infomercial showing people struggling with simple stuff.

"Are you tired of heavy, bulky clubs getting all mixed up in your bag?"
(guy struggling to get a driver out as it tangles with other clubs)

"Tired of walking around endlessly in the hot sun, wearing ridiculous outfits"
(guy in ugly golf pants and uncomfortable shoes squinting up at the sun as he
tromps across the fairway, then shaking his head and sitting down to catch his breath)

"Green fees, rental fees, and membership fees breaking you down?"
(caddy holding out hand for a tip, golfer pulling out his empty pockets and shaking his head...
same guy later grimacing as he plunks down a credit card and sees some horrible number
like $378.00 pops up on a cash register)

"Wish you could enjoy a saturday afternoon without going bankrupt or getting heat stroke?"
(same guy lying on a stretcher in the parking lot as concerned onlookers murmur)

"WELL NOW YOU CAN!"
(three regular joes look at each other, grin, and huck their golf clubs over their shoulders,
as if to say "f*ck it!")

Cut to everyone having a blast at the pool hall, guys grabbing cues off the wall and playing,
everyone laughing and joking at the register, handing over a few 5 and 10 dollar bills instead
of 50's and 100's.

Now I just need a catchy tagline.
POOL - The cure for golf
or maybe POOL - The cure for golf fever
Click to expand...
This scenario actually has an ad agency approach. Situation,Dialogue,Tag. I would green rep you, but mods require some spreading,lol!!

I sent a Facebook photo to Ray Hanson(BigTruck), of my Friend, Pro Bass Fisherman Dennis Tietje, who is on the road again, driving up to New York for a tournament. This photo shows Dennis in his "uniform" in front of his Truck and Nitro Bass Boat, all wrapped in that "skin" you use to advertise these days. It presents a very professional image.

Secondly, the competitors are all accorded some fanfare in front of the viewing audience, a little face time if you will. Afterwards autograph signing, especially for kids!

When Dennis isn't on the road fishing, or here in Cajun Country at home, he can be seen at a Bass Pro Shop, Cabela's, or any other Sports Outfitter doing Lessons and Seminars.

Now, transpose everything I wrote and replace it with a Pool Player and Pool Products.

Great,huh?

However, NONE of this is possible without an organization like BASSMASTERS developing the concept and being the authority in the Pro Bass Fishing Sport.

This is what we, in Pool, desperately need, and we need it Now!

cajunfats
 
CreeDo said:
I think the whole "I know a better game, a game that's made for us" is a bit too direct.

I can see some smug watcher saying "yeah, you guys should go play a game that's made for you."
...basically it backfires and instead of saying "there's a game for regular guys like us"
it's more like "here's the game that a lower class of people can settle for"
Imagine if they cut from the country club to a mini golf course instead of a beautiful pool room.
It's kind of like that. "Here's a cheaper, lower level kid's game for all you scufflers who didn't make the cut."

That being said I don't totally dislike the idea :)
We just need an ad agency to execute it, and someone who loves pool to pay them.

Here's an idea that makes me laugh just thinking about it, on the golf-vs-pool theme.
The feel of it is like a cheesy infomercial showing people struggling with simple stuff.

"Are you tired of heavy, bulky clubs getting all mixed up in your bag?"
(guy struggling to get a driver out as it tangles with other clubs)

"Tired of walking around endlessly in the hot sun, wearing ridiculous outfits"
(guy in ugly golf pants and uncomfortable shoes squinting up at the sun as he
tromps across the fairway, then shaking his head and sitting down to catch his breath)

"Green fees, rental fees, and membership fees breaking you down?"
(caddy holding out hand for a tip, golfer pulling out his empty pockets and shaking his head...
same guy later grimacing as he plunks down a credit card and sees some horrible number
like $378.00 pops up on a cash register)

"Wish you could enjoy a saturday afternoon without going bankrupt or getting heat stroke?"
(same guy lying on a stretcher in the parking lot as concerned onlookers murmur)

"WELL NOW YOU CAN!"
(three regular joes look at each other, grin, and huck their golf clubs over their shoulders,
as if to say "f*ck it!")

Cut to everyone having a blast at the pool hall, guys grabbing cues off the wall and playing,
everyone laughing and joking at the register, handing over a few 5 and 10 dollar bills instead
of 50's and 100's.

Now I just need a catchy tagline.
POOL - The cure for golf
or maybe POOL - The cure for golf fever
Click to expand...

Perfect! Love it.

See, I knew AZ could put me on the right track.
 
Excellent idea! :thumbup:

Scott Lee
http://poolknowledge.com

Dopc said:
EDIT: In addition, if you would take the funds for this single advertising campaign, BonusBall would be funded for many, many years if managed correctly. I think if someone could come up with this large amount of money to invest in pool, it would be better served investing in the BEF (Billiard Education Fund). The youth is the only shot this sport truly has I believe. Of course this entire post is based on my opinion alone, and I'm sure many will disagree with me.
Click to expand...
 
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