Leading up to last week’s Circle City Classic festivities, the organization struggled to build momentum. People just didn’t buy into Classic. This was particularly evidenced with decreased attendance at key Classic events.
A specific area where Classic missed the mark was in its communications and marketing strategy, or the lack thereof.
The organization should have better promoted the 30th anniversary of Classic and they should have started promotions much sooner than a month or so prior to Classic weekend. When people in the community speak positively of Indiana Black Expo and Circle City Classic, they tend to reference the days of the late Charles Williams. People often talk about Williams’ ability to woo sponsors, his affinity for the community and his proven track record of key execution of Summer Celebration and Circle City Classic.
What better way to hype-up the 30th anniversary of Circle City Classic than to pay homage to the man who is attributed so significantly to its greatness. Because Classic is a community entity, the community would have connected better with this year’s festivities had there been a stronger marketing strategy. If done correctly, Classic could have triggered the emotions of the community by nostalgically referencing the contributions of Williams during the 30th celebration. Not only would this have likely resulted in increased attendance at the game and parade, it would have also simply been the right thing to do in regards to Williams and his family.
Speaking of Williams’ family, they seem to have a decreased role in Summer Celebration and Classic festivities. Considering Williams’ vast contributions to both entities as well as the community’s adoration and respect for him, his surviving family members should always have a significant presence at select events.
Thirty years of operations is an amazing accomplishment for any business or organization, but particularly for minority nonprofits. Given Classic’s staying power over the years, it would have been wise to promote that aspect more significantly and make the team match-up a second-tier promotional effort.
I spoke with countless community folks and corporate individuals who voluntarily shared their thoughts of Classic with me. Many people in the latter group had the same complaint: Classic’s BOGO ticket promotion. You see, a lot of corporate entities and individuals purchase Classic game tickets in bulk to support the organization. These tickets are generally purchased at full price by the corporation or individual who in turn offers their employees and associates the tickets at discounted prices. Such a deed shows the corporation’s dedication to Classic and their respective employees who get great seats at lower rates.
The problem with the BOGO is that the corporations and individuals who purchased tickets in advance at regular price were stuck with the tickets because their employees instead purchased the buy one get one free package. If Classic was going to offer the BOGO, officials should have done so from the beginning, rather than as a last-minute ploy to get more attendees. As a result of their actions, next year Classic will probably see a decrease in bulk ticket sales from those loyal supporters. Classic is also likely to see decreased ticket sales from the general public who will wait to the last minute in anticipation of another BOGO offer. To combat an even larger decrease in game tickets, Classic will have to be strategic in its execution next year. Part of their action plan should probably include some sort of incentive at the beginning so all entities – corporate, longtime dedicated individual supporters and the general public – can benefit.
Though there were obviously less people who attended the game and parade this year, a few events were very popular: the Greek Step Show, the Cabaret, and the Gospel Explosion. Interestingly enough, all of these entities are organized by non-Classic people. Makes you go, “hmmm,” right?
I have noticed a positive change in Classic’s staff, particularly from the leadership and board: they seem to be trying harder to be nice and appear more jovial – it actually seems natural and not forced. That is certainly refreshing and I commend their efforts.
Classic did a great job with its Major Taylor awards recipients: John Carlos and Tommie Smith. Both gentlemen’s actions during the 1968 Olympics were necessary and extremely courageous. What Carlos and Smith achieved after their track careers is also inspiring as both men earned doctorate degrees and have worked tirelessly in the educational arena.
You can email comments to Shannon Williams at shannonw@indyrecorder.com.
