- It was interesting reading Uteopia's post below regarding whether the marketing will make any difference. I've been thinking a lot about this. I for one am glad to see that we actually have people attempting to communicate the existance of our football team prior to the season. However, if one were to ask me if I think it'll make a difference, I'd respond the same way any other Certified Marketing Genius would - "It depends."

Let's break down the segmentation. Who is the intended recipient of the campaign? I can think of 3 distinct classifications, and the marketing efforts will affect them in different ways.

* Diehard Ute Fans: I think there are probably about 15-20K of these, and you know who you are. These are the people who will be in RES rain or shine, 10-1 or 1-10, whether the opponent is Notre Dame or Louisiana-Monroe. The only thing that MIGHT keep these folks away is a death in the family, a child's birth, or a debilitating injury - oh and LDS General Conference.

Frankly, the marketing doesn't really have an effect on these fans one way or the other. They know the game times, opponents, etc. and will make every effort to be there.

However, the current marketing campaign really is a good-will effort to these fans. I know that personally, there's nothing more frustrating to me than to see BYU billboards, TV spots, Radio Ads, etc. and see nothing about the Utes - and then have to listen to local media hacks, Ute athletic adminstrators, and Zoobies whine about/mock the Utes' attendance problems. At least someone's making an effort this year.

So, for these fans, yeah, the marketing makes a difference because at least we know the department is trying to do something about it.

* Fair-Weather fans: I think there are probably about 5-10K of these, and you know who you are. These fans will be there and be loud so long as the team is performing to their expectations. If the team looks to be underachieving, they'll find something else to do until the BYU game.

Again, marketing isn't going to do much for these fans. It may get them out to the early games by focusing on the high expectations for this year's team, but if the Utes slip-up or don't perform up to expectations, these fans will be gone.

* Casual unaffiliated fans: This is probably the intended segment of this campaign, and easily the one most swayed by the marketing efforts. The campaign informs them of the schedule, the game dates/times, gives some info on the team, etc. Basically, it just kind of gives them another option for a Saturday afternoon.

The problem with this segment is that they have absolutely no personal vested interest in the team, and thus, no brand loyalty. If the team is bad or even just average, they'll be the first to go. What do they have to stay for? They have the worst seats, the least amount of personal attachment, and a plethora of other options. The marketing may attract this segment initially, but it's the product that's going to have to keep them coming.

- For those who still need a translator for my thoughts on the marketing campaign, let me be concise. We can spend as much money as we want; we can have TV spots every commercial break, billboards up and down I-15, or Ronnie Mac going door to door begging. It's not going to make a dang bit of difference if the Utes don't cut it on the field.

In fact, it could actually be counter-productive because the casual fans will be lost forever, and the fair-weather fans will be difficult to coerce back. A fan's gotta have an admirable amount of loyalty to stomach another choke-job.

So, while the initial fruits of the marketing efforts may be seen during the Indiana game, if the Utes start off the season 2-2 or worse, we'll be an average team, and we'll be lucky to see 30K for any game other than BYU. If we go 3-1 or better, I'd make a good bet we'll see 35K or more until the annual choke job.

- Frankly, this is the reason I continue to insist that Mac's job is on the line. I just don't see Chris Hill accepting any excuses this year. Dr. Hill's doing his part, but if Mac's team doesn't live up to the hype, and actually counteracts all of the Athletic Department's other efforts, it's all on him.

I think this "no excuses" philosophy came out in the scheduling this year as well. I know a lot of us would have loved to see that Nebraska game or the Marshall game, but I think Chris Hill is taking away all of the excuses. He doesn't want to overschedule or risk injuries. We're not looking for a national title or BCS berth. We have achievable goals in place, and if Mac doesn't achieve them, then he's got no one but himself to blame.

- But what the heck do I know?

GO UTES!!!!!!!!!!!!!!!!!!!!!!!

"I could hide out under there. I just made you say Underwear." BNL