The sports industry as we know it is as opportunistic as
industries come. There is never a dull
moment, and just about any event that garners media and consumer attention can
be utilized. Whether it is a tragedy
turned to charitable initiative and public relations masterpiece or a
consumer-made ploy that at times can seem more whimsical than real deal, the
sports industry can do it and more than likely has probably done it.
What better to capitalize on than the biggest and baddest of
them all: the end of the world. The
world is supposedly going to end tomorrow, so what better time to spend all of
your hard-earned cash on some team licensed merchandise. The end of the world paired with the
continuing holiday season of shopping has consumers in a frenzy that looks more
like a supermarket bread aisle the day before a Weather Channel-hyped blizzard
super storm than your typical Friday, December 21.
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| ABC NEWS |
It could be fun. A
team could offer between 12% and 21% off on specific items in their online
store. They could even offer the
discounts on their whole online merchandise store if they’re feeling particularly
scared about ending the world with a warehouse full of unpurchased
merchandise. Teams feeling especially up
to the task could even have a fun, end-of-the-world themed layout on their
online store for the day. Since nobody
really knows what the end of the world looks like – I contacted the agent for the dinosaurs, he never got back to me –
it could be interesting to see how individual teams interpret the ending of our
beings.
Of course the deal could only run on Friday because, well,
there aren’t supposed to be any more days after Friday. However, since we are going to live – err at least I think so – teams could
also use Saturday to capitalize. Since
it wouldn’t be the end of the world sale any more, teams could run a “We
Survived 12/21/12” sale. With this they
could do whatever time they wanted on Saturday or if they were feeling
ambitious, they could extend it the entire weekend. The same 12% to 21% would suffice for this as
well.
A deal like this would play on the heightened consumer
interest around the “event” while also in a time of the year when consumer
interest is already at its pinnacle. Teams
that do not at least attempt to capitalize on the end of the world this Friday
are missing out on a once in a lifetime opportunity. Literally.
Follow Kevin Rossi on Twitter @kevin_rossi.
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