For most if not all games, full-capacity tailgating is on! “Tailgating is Back: Bears to welcome fans at full capacity Soldier Field this fall” was the headline in the Chicago Sun Times on June 16. And it resonates strongly with all football teams, from local high schools up to the NFL.
To say that fans of all teams are excited is an understatement. And as a promotional products distributor, this can be a honey hole of creative and experiential marketing.
Tailgating is serious in its mission of full-blown fun prior to kickoff. The devoted arrive at the quads as early as 6:00 am, even when gates don’t open until 8:00 or 9:00 am. And it isn’t just diehard superfans (although they are indeed plentiful).
For example, the NFL Kansas City Chiefs’ web page devoted to tailgating asks: “Ever been tailgating at Arrowhead Stadium?” It is answered as follows: “the fact that you may or may not like football has nothing to do with this question. It’s not about sports; it’s about a cultural experience.”
No matter the team’s record at the pro or collegiate level, each has its own tailgating culture and “stars.” For example, the beloved and beleaguered NFL New York Jets has “the biggest and best New York Jets tailgate party and gameday fan club, TailgateJoe.com!”
Tailgating is such big business, that there’s even an event company dedicated to creating an ultimate pre-game experience, according to the Northside Sun, a Mississippi weekly newspaper. The paper profiled Southern Tradition Tailgating, which “is making touchdowns off the field.” This company rents out major tailgating equipment such as TV screens, tents, generators, tables and chairs, a 15-foot flagpole with the team flag, and chandeliers.
Tailgaters can be those who create huge fiefdoms, or they can be humbler – a couple of foldup chairs, table, and food/beverages in a cooler. No matter where the tailgaters fall on the exo-stadium celebration spectrum, they all have that one thing in common; the love of either the home team or the opponent, and the experience of being there live, in 3-D, indulging in food, drink, games, hooting, hollering, story swapping and good-natured back-slapping.
The University of Alabama’s online store features Alabama T-shirts, Tailgate Metal Bucket, Tervis tumblers, wrist poms, tailgate decal, Concord sports bottle, tailgate napkin sets, tailgate quad chair, and oval melamine tailgates and touchdowns platter.
The USC Trojans sells its tailgaters a variety of promotional gear such as multiple grill accessories sets, a Baggo beanbag toss, cornhole game sets, ORCA 20-quart cooler, tailgate mat, and ulti-mat area rug, party props selfie kit, a Black Champion picnic basket.
Of course, both NFL and universities have licensees but these serve as great ideas for prizes, new customer gifts, employee or company milestones. And as more high schools are seeing tailgating occur (albeit on smaller scales), this can serve as a way to have local restaurants and businesses support their local junior varsity and varsity teams. For example, at the beginning of the season when it’s still warm, fans and plastic sunglasses are great giveaways. Also think water bottles, pennants, drink Koozies, spirit towels, pom poms, magnets, and pens.
Get to know your local teams from the high school up to the NFL. Also, get ahold of schedules and learn the key rivals as these games will have more spirited tailgating. Take an informal survey of your client list to see if they are interested in working a tailgating theme into their autumn marketing campaigns. Point out that tailgating is a seasonal activity that is not only festive, it brings the concept of teamwork for a common goal to the forefront, and this can be a great marketing message for your clients to share in a promotional tailgating product.
The tailgate experience is also one where messages are seen by many people in a short time span. A three-piece grill set used pre-game at the tailgate that was given by a bank to the tailgater for opening a new account, may generate at least one potential new account for that bank simply because it was seen and deemed desirable.
Or, suggest to your client to send a “street team” to the tailgate to walk the crowds and hand out promotional items. More business for you: suggest that this team wear uniforms – polo shirts and headwear, and in colder weather, a scarf. Any business can do this. Encourage the clients to engage their social media for tailgating. Tailgaters can upload selfie pics of the promo product at the tailgate party to be entered into a contest for a chance to win a bigger ticket promo item. This can be done throughout the season, and the end-user/customer leads generated will be an attractive longer-term ROI for the promotion.
There are some interesting stats about tailgaters that may help you and your clients whittle down the promotional product list. A survey by the Tailgating Institute of 20,000 tailgaters in 25 cities in the US in 2016 found that the majority of tailgaters (560%) are between ages 25 and 44, and 79% of tailgaters are men, 18% are women; 46% tailgate 6 to 10 times per season and 29% tailgate more than 11 times. Approximately 42% of tailgaters spend more than $500 per season on food and supplies, while 31% spend between $200 and $500. Oh – and 95% of tailgaters make the food while at the stadium.
The Tailgating Institute also offers ideas for promotional items that will be highly appreciated by tailgaters in its “must haves” list for tailgaters. Among them, rain gear, first aid kit, and sunblock are all available as promotional products through suppliers.
And, don’t forget the hand sanitizers and wipes – this new hygiene habit is here to stay for a while.
Football season this year is a bit extra indulgent as fans (and players’ family and friends) all come together to eat, drink, play and cheerlead. Help your clients make that tailgate even more special by providing a “winning” promotional product.