While many sports writers and fans believed a team in the older NFL was superior to any team in the upstart AF, without even anything close to a sell-out of tickets, it was expected that Green Bay would blow out Kansas City.
To me there was marketing and sales in my blood that Super Bowl or Championship Sunday back in '67. I came up with the idea of free parking (it was $5) with an oil change and a lube at the Standard station across the street from the Coliseum. The specific location was Santa Barbara and Vermont, now Martin Luther King Blvd and Vermont. .
I was a freshman business, Marketing major at USC in 1967. I had been working at Standard Stations at several locations around USC and the Los Angeles Memorial Coliseum starting in high school. That Sunday I was across the street. At that time gas stations were really service stations. We did much more than pump gas.
On that "less than super" Sunday January 15, 1967 I was a senior sales person at Standard Stations which changed its name to Chevron. USC was a couple blocks north. The Coliseum was a block north. We had prime location for the 75-mile blackout of TV. We serviced the fans going to the game.
To pay for college at USC, I pumped gas, serviced cars, changed oil, replaced shock absorbers, did lubes, and for that Sunday added parking. To generate more sales and business I created the free parking promotion, with an oil change and a lube.
The Super Bowl facts:
- Blackout of the game for a radius of 75 miles. While the mayor of Los Angeles helped bring the game to Los Angeles, the citizens of Los Angeles and dozens of other cites never got to see the game. Just how much in city services did the NFL get for free?
- With the $12 ticket price ($6 in the peristyle end zone), nearly a third of the stadium sat empty as 33,000 of the 94,000-seat capacity Los Angeles Coliseum went unsold.
- Game start time was 1PM.
- The trophy was designed and manufactured by Tiffany.
- It has been the only time that the Super Bowl was shown on two major television networks, as CBS had rights to NFL match ups while NBC owned the AFL rights.
- Both networks "wiped" the game in an effort to save money by taping over the televised footage of the very first "Super Bowl I."
- There were promotional hotel packages for $27 in San Diego to see the game in L.A..
- There were newspaper ads to get plans ($2) for circumventing the 75-mile blackout with "special" antennas.
- Los Angeles viewers could watch a taped-delayed "Meet the Press" or a movie on CBS.
- Under "Place" in the nine P's of Marketing: Three locations were previously promoted for a location of the first championship game: L.A. Coliseum, Houston's Astrodome, and Miami's Orange Bowl.
- For the reported 61,946 fans, $1 programs were sold. I see stubs or ticket stubs are selling today for $300. A few thousand dollars for the full ticket. There would have been 30K to throw away.
- With last year's deflategate controversy in mind: Two different balls were used: NFL's Wilson "Duke" model and AFL's standard Spalding J5L.
- There was a twenty minute halftime show which included college and high school bans, jazz trumpeter Al Hirt, plus balloons.
The NFL champion Green Bay Packers defeated the AFL champion Kansas City Chiefs by the score of 35–10. There was animosity between the AFL and NFL. The Chiefs had a 11–2–1 record during the 1966 AFL season, which defeated the Buffalo Bills, 31–7, in the '66 AFL Championship Game. The Packers were 12–2, and defeated the Dallas Cowboys, 34–27, in the '66 NFL Championship Game.
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I am a senior Forensic Marketing Expert, Advertising/Marketing consultant with Londre Marketing Consultants, LLC plus I teach Marketing and Advertising.
I own a copyright for this concept, the Nine P’s/9 P's of Marketing ©2007, which augments the Marketing Mix (Product, Price, Promotion and Place) or the 4P’s by the American Marketing Association, Neil Borden and Jerome McCarthy in the study and practices of Marketing.
The Nine P's/9P's of Marketing help identify marketing problems and opportunities in a number of areas and help develop marketing’s objectives, strategies, tactics and solutions. The Nine P's can be insightful.
In Marketing. the "Customer," or potential customers are king, but are missing in the 4P's.
I consult and teach using the Marketing concepts and practices of the Nine P's/9P's of Marketing.
In the study and practice of Marketing, Marketing and Brand Managers develop plans, strategies and tactics. The Nine P’s include these important components:
- It's about Segmentation and Targeting.
- "People" or targeting has almost always been left out of the traditional "Marketing Mix." Almost every diagram includes the four P's with "Consumer" or "People," fans or "Potential Buyers" in the middle of the circle. There needs to be more focus on the "Customer," or "People."
- "People," market segments utilizing demographics, geographics, psychographics, behavioral characteristics and technographics are a vital component of the 9P's of Marketing. Once a target market is chosen, the organization can develop its marketing strategies to target this market segment.
- Product and Services
- Place (Distribution)
- Eight (8) major, strategic components:The communication element includes personal and non-personal communication activities. Promotional activities that communicate the merits of the overall product or services.
- Eight (8) major, strategic components: The communication elements include personal and non-personal communication activities. Activities that communicate the merits of the overall product, which include:
- Personal Selling/ Sales Force
- Sales Promotion
- Collateral Materials
- Direct Marketing (also referred to as Action or Direct Response Advertising
- Interactive/Internet/Web, Digital Media, Social Media
- Events and Experiences-
- Public Relations
- More questions under Promotion::
- What should you promote?
- To whom should you promote?
- What economic and discount levels should you offer?
- What form of promotion should you offer? Features?
- How frequent?
- Partners: It is important to partner with firms that have similar corporate philosophies, who have agreed upon objectives and strategies.NFL has hundreds of partners and sponsors now
- Such a big difference in presentation of Super Bolw I (AFL-NFL Championship game) versus Super Bowl 50 or L. The “P” or “Presentation” is the act of presenting any of the different 9P’s© and/or components to your customers, suppliers, wholesalers, retailers, sales force, marketing intermediaries, clients, employees, partners, and/or others.
- Look at “real” product and service experiences. I place “events and experiences” also under Promotion. While traditional marketing is based on target audience impressions/ views/ clicks/ exposure, experimental marketing involves engaging with consumers. Enabling consumers and “allowing” them to feel the brand.
- Those intense, driving or overmastering feelings, emotions in the planning, developing, pricing, promoting, partnering, selling and overall marketing of products or services.
For more on ideas, concepts and Marketing solutions: Go to londremarketing.com and look under “Articles and Resources” and the 9P’s/Nine P’s ©2007. Specifically you will find them detailed at 9P’s/Nine P’s.