Volume 6 | No. 2 | March/April 2018
A PUBLICATION OF THE NATIONAL SPORTING GOODS ASSOCIATION
NSGA Management Conference & Team Dealer Summit Speaker Preview
Boost Your Profits With Impulse Buys Newly Signed Law Strengthens Protections for Young Athletes
NSGA NOW®
July/August 2017 | 1
54th Annual NSGA Management Conference & 20th Annual Team Dealer Summit
MAY 20–22 2018
DON’T MISS THIS!
It’s where the sporting goods industry connects.
Hyatt Regency Coconut Point Resort & Spa Bonita Springs, Florida
• Network with leaders from across the industry • Discuss industry issues with peers •V iew exclusive, first-hand emerging product knowledge •L earn how to compete with Amazon •D isplay your product directly to the buyers you need • Show your support for the sporting goods industry Learn more and register today at
NSGA.ORG/2018CONFERENCE
TABLE OF CONTENTS
4
CEO Now
Looking Forward to the NSGA Conference & Summit
5
Association Now
6
Industry Now
8
Insights Now
10
12
Timeline of NSGA Involvement on State Adopted Ball Issue
Newly Signed Law Strengthens Protections for Young Athletes
The Short-Term Effect of the World Cup on Soccer Participation
Retail Now
Boost Your Profits with Impulse Buys
Conference Now
NSGA Management Conference & Team Dealer Summit Speaker Preview
15
Operations Now
17
Locker Room Now
Social Media Trends in Business: What to Expect in 2018
Rule Changes, Uniform Updates and New Partnerships
Pictured on Cover: Andrew Kutnink from Ripon Athletic during an education session at the 2016 NSGA Management Conference & Team Dealer Summit.
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CEO NOW
NSGA encourages innovation and new opportunity. We offer our members resources and information to help them think differently and a little outside the box. This includes providing information about rule and product changes, creative ideas for new business opportunities and best practices to differentiate in the marketplace.
NSGA OFFICERS Chairman of the Board David Labbe
Kittery Trading Post, Kittery, ME
Treasurer/Chairman-Elect Cathy Pryor
Hibbett Sports, Birmingham, AL
Past Chairman Randy Nill
Nill Bros. Sporting Goods, Kansas City, KS
BOARD OF DIRECTORS Kevin Bezanson
Cleve’s Source for Sports, Halifax, Nova Scotia, Canada
In the last issue of NSGA Now,® NSGA Team Dealer Director Marty Maciaszek wrote about the evolution of football helmets and the effect on the industry moving forward. Angela Mennecke, NSGA Marketing and Communications Coordinator, wrote about how Management Conference & Team Dealer Summit attendees can get the most out of the Speed Networking segment of the event. The 2018 Conference & Summit is right around the corner and you won’t want to miss this opportunity to work on your business rather than at your business.
Pat Donnelley
Donnelley Sports, Twin Falls, ID
Rhett Johnson
Johnson-Lambe Co., Raleigh, NC
Greg Miller
Universal Athletic, Bozeman, MT
Jeff Miller
Scholastic Sports Sales, Ltd., Manlius, NY
John Oehler
Dunham’s Sports, Troy, MI
Jerry Williams
Schuylkill Valley Sports, Pottstown, PA
NSGA TEAM LEADERS Matt Carlson
President & CEO
Marty Maciaszek
Director, Team Dealer Division and HDA
Julie Pitts
Director, Business Development and Research
Larry Weindruch
Director, Public Affairs
Dan Wiersma
In this issue, we feature articles about NSGA’s powerful Conference & Summit educational lineup, including competing against Amazon, differentiation in the age of digital selling, recovery products for athletes and recruiting strategies to build your best team. In addition to a tremendous education lineup, the Conference & Summit offers best-in-class networking opportunities during receptions, meals, golf, Speed Networking and more. NSGA’s Conference & Summit should be on the top of your list when reviewing your company’s goals for the year and allocating time and money for industry education. This year’s event will be held May 20–22 at the Hyatt Regency Coconut Point Resort & Spa in Bonita Springs, Florida. Visit nsga.org/2018conference for more information and to register. We look forward to seeing you there! Best wishes! Matt Carlson President & CEO
Chief Financial Officer
NSGA NOW® (ISSN 1045-2087) is published bi-monthly for members of the National Sporting Goods Association, 1601 Feehanville Dr., Suite 300, Mount Prospect, IL 60056-6035; Phone: (847) 296-NSGA (6742); Fax: (847) 391-9827. Subscription price of $50 per year is included in membership fee. Non-member subscription information available from publisher. Periodical postage paid at Mount Prospect, IL 60056 and additional mailing offices. POSTMASTER: Send address changes to NSGA NOW,® 1601 Feehanville Dr., Suite 300, Mount Prospect, IL 60056-6035. © by NSGA 2017. Printed in the USA.
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ASSOCIATION NOW
Timeline of NSGA Involvement on State Adopted Ball Issue The use of adopted balls by state high school associations is something NSGA has closely monitored so members are better informed on changes that could affect their inventory and to try and ensure the marketplace remains competitive for all retailers and team dealers. The list is intended to help retailers and dealers avoid getting stuck with inventory they can’t sell. It started with the development of an official ball
1. Summer 2016
listing for NSGA members. It has continued with NSGA’s involvement in a proposed fee increase by the National Federation of State High School Associations (NFHS) and the news a few months ago of Spalding entering an agreement to have four of its balls sourced, distributed and serviced by BSN SPORTS. Here is a timeline of NSGA’s involvement in the issue of state ball adoptions:
2. Dec. 2016
As a benefit for NSGA members, NSGA begins developing a list of official balls used by all state high school associations in the United States. The list will include the brand, model number, other information and expiration dates of the agreements.
NSGA President & CEO Matt Carlson is informed by NFHS Executive Director Bob Gardner that a proposed increase of its Authenticating Mark Program (AMP) fee from 35 cents to $1 per ball or per dozen balls (depending on the size) will be considered at its January winter meeting.
4. Jan. 3, 2017
NSGA conducts a conference call with members of its Board of Directors and Team Dealer Advisory Committee to discuss the proposed AMP fee increase by NFHS.
Matt Carlson sends Bob Gardner a letter echoing NSGA’s concerns about the proposed AMP increase and hopes it will be a smaller increase. NFHS increases its AMP from 35 cents to 50 cents per ball or per dozen balls.
3. Dec. 9, 2016
5. Feb. 22, 2017 6. May 2, 2017
The NSGA official ball listing is published for the first time as an NSGA member-only benefit. Members gain access through a link in the NSGA Scoreboard E-newsletter, which is sent out bi-weekly, and on the NSGA website.
7. Jan. 5, 2018
Spalding and BSN SPORTS announce to team dealers they are entering an agreement where BSN will source, distribute and service Spalding baseballs, footballs, soccer balls and volleyballs. Spalding will continue to source, distribute and service the Spalding basketball, Dudley softball and Spalding equipment businesses.
8. Jan. 9, 2018
NSGA sends letters to nine state associations with agreements expiring at the end of the 2017–18 school year requesting updated information on the renewal status and process to keep members informed.
NSGA’s Matt Carlson and Marty Maciaszek, NSGA Team Dealer Director, and Team Dealer Advisory Committee Members Bob Fawley and Douglas Martin meet with NFHS’ Bob Gardner and Chief Operating Officer Davis Whitfield in Indianapolis to discuss concerns about the exclusivity of state ball adoptions and to learn more about NFHS’ role. Gardner said states are free to decide how they want to handle ball adoptions. Gardner offers the option of NSGA speaking to state association execs at an NFHS meeting. Matt Carlson, Marty Maciaszek and Doug Martin also meet with National Interscholastic Athletic Administrators Association (NIAAA) Executive Director Mike Blackburn in Indianapolis to address the issue.
9. Feb. 5, 2018
NSGA’s Matt Carlson sends a letter to all state high school association leaders regarding official ball agreements with the idea that multiple ball adoptions would increase competition in the industry and potentially increase revenue for the state associations. The letter and attachments are available at nsga.org.
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INDUSTRY NOW
Newly Signed Law Strengthens Protections for Young Athletes By Larry Weindruch, NSGA Director of Public Affairs
The “Protecting Young Victims from Sexual Abuse and Safe Sport Authorization Act” recently was signed into law, amending and strengthening the protections afforded young athletes from abuse by adults.
The bill extends reporting requirements to coaches and adults associated with amateur sports organizations. The measure creates an oversight body to receive information and investigate claims. National sports groups must establish reporting and abuse-prevention policies. If you sell products to teams or leagues that compete under the auspices of a National Governing Body (NGB), or to an amateur sports organization that participates in interstate or international amateur athletic competition, it is important to share this information with your contacts at those teams or leagues. The duty to report suspected abuse would apply to anyone working with children on behalf of National Governing Bodies recognized by the U.S. Olympic Committee (USOC) to regulate individual sports. Included are amateur sports organizations that participate in interstate or international amateur athletic competitions such as elite travel teams. Covered individuals must report a suspected case of abuse to law enforcement within 24 hours. This expands prior law which only included doctors, teachers and social workers. Covered individuals who fail to report a suspected case of child abuse to law enforcement can be fined or sentenced to as long as one year in prison. Amateur sports groups that participate in interstate or international amateur athletic competitions outside the scope of National Governing Bodies must also report suspected child abuse. The bill explicitly does not require a victim to self-report abuse.
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Safe Sport Center (safesport.org)
The measure makes the U.S. Center for Safe Sport an independent national safe sport organization. It has jurisdiction over the USOC and National Governing Bodies, Paralympic sports organizations, related amateur sports groups and relevant employees or associated individuals regarding the abuse of amateur athletes. Under the law, the center: • Promotes young athletes’ emotional and physical well-being through education and outreach as well as incident response and resolution. • Must maintain an education and outreach office to develop training and oversight procedures to prevent abuse. • Must establish response and resolution mechanisms, including reporting and investigation functions. The mechanisms must provide fair notice and opportunity to be heard, as well as privacy and safety protections for victims. • Can use binding third-party arbitration to resolve sexual abuse allegations and to determine whether an athlete or adult will be allowed to participate in future competitions. The bill contains language stipulating it wouldn’t affect or limit any individual’s rights to seek redress for abuse in civil court. • Must report annually to Congress on its activities, including a financial audit.
Reporting & Prevention Policies
The Safe Sport Center’s policies and procedures for National Governing Bodies and Paralympic sports organizations must include: • A requirement that any adults associated with governed organizations or facilities immediately report suspected child abuse to the center and to law enforcement. • A reporting mechanism approved by a child abuse expert. • Procedures to limit one-on-one interactions between amateur athletes and adults outside the view of other adults. They don’t apply to interactions between children and their parents or legal guardians. • Anti-retaliation measures. • Oversight, including regular and random third-party audits of National Governing Bodies and other covered entities. The center must also develop an information-sharing system to allow covered organizations to confidentially share reports of alleged sexual misconduct. That information could be shared by the center with relevant groups to deny access to a suspected abuser until accusations have been resolved. The measure doesn’t limit any covered organization’s ability to temporarily prevent an alleged perpetrator from interacting with athletes before the center exercises jurisdiction over the matter.
Other Amateur Sports Organizations
Amateur sports groups that aren’t governed through USOC-sanctioned bodies must comply with federal child abuse reporting requirements. They must adopt policies like those required for the Safe Sport Center.
Civil Cases
The bill allows victims to recover reasonable attorney’s fees and other litigation costs in civil suits against their abusers, in addition to damages. Courts can award punitive damages. The legislation effectively extends the statute of limitations for federal child abuse cases. Under the law, a case must be brought within 10 years of the violation or discovery of the injury that forms the basis for the claim, whichever is later. In the case of minors, the suit can be filed any time within 10 years after the victim turns 18.
Sanctioning Requirements
The measure adds a requirement that organizations requesting recognition from a national governing body would have to certify they will implement and abide by the governing body’s abuse-prevention policies.
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INSIGHTS NOW
The Short-Term Effect of the World Cup on Soccer Participation By Nick Rigitano, NSGA Research and Information Analyst
The world’s top men’s soccer teams will convene in Russia this summer for the 21st FIFA World Cup. Unfortunately for the U.S., the men’s national team lost to Trinidad and Tobago in October and will not be appearing in the tournament for the first time since 1986. The surrounding circumstances in the U.S. are very different than four years ago. During the 2014 World Cup held in Brazil, the U.S. was successful in the qualifiers, survived a tough grouping aptly labeled “The Group of Death” and reached the round of 16, driving record viewership of the tournament. The increased popularity triggered industry discussion about how success would translate to soccer participation. In the August 2014 edition of NSGA Now,® it was expressed that increased viewership can serve as a catalyst to build participation, but exposure by itself will not guarantee consistent growth. NSGA participation figures over the past few years suggest this belief held true.
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Historical soccer participation figures (Exhibit 1) simply do not support the viewpoint that increased exposure to the World Cup will translate to greater long-term participation. It appears in some cases increased exposure only temporarily helped to bring soccer participation to new heights. Examples (highlighted in yellow in Exhibit 1) include 1994 when the U.S. hosted the men’s World Cup, 1996 when Atlanta hosted the Olympics and the U.S. women won their first gold medal, and 2002 when the U.S. men’s team advanced to the quarterfinals of the World Cup. However, these jumps in participation were temporary and growth was not sustained. More recent participation figures point to the 2014 World Cup having some influence in helping participation rebound from a decline in the prior year. In addition, another jump in participation occurred in 2015, the same year the U.S. won the women’s World Cup hosted in Canada. But as suggested in the past, participation growth was only
short-term with 2016 soccer participation flattening out at 14.1 million, representing stagnant participation vs. 10 years prior (2017 figures not yet available at time of printing). With the U.S. absent from this year’s competition and the event being held in Russia, it is unlikely that U.S. participation will be influenced significantly. Rather than depending on the World Cup or the Olympics to build interest in the sport, the industry must develop solutions to obstacles that prevent participation. Themes revolving around maintaining the fun of the sport, keeping it from being too time-consuming and making it financially affordable are areas to place key focus. Some in the industry might say that strategies and tactics have already been implemented to address these obstacles, but the results of past NSGA research demonstrate that, at the very least, perceptions still exist that continue to prevent participation.
The exposure the World Cup provides for soccer represents a great opportunity. Bridging from exposure to sustained participation growth represents the challenge. Obstacles to participation, whether real or perceived, do exist and it will take an industry effort to minimize these barriers. Creating strategies and tactics to address the more common obstacles will be a key component to growing participation. Exposure creates valuable awareness of the great game of soccer and removing obstacles to participation will foster growth.
EXHIBIT 1 | Soccer Participation 1989–2016, In Millions | Ages 7+ 13.9 13.7 12.5 11.2
10.9 10.0
10.6
13.2 13.2
13.9
14.5 13.3
12.9
14.1 14.0 13.8
13.5 13.6 13.5
13.9 13.7 12.8
13.4
14.1 14.1
12.0 11.1
10.3
1989 1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Source: NSGA Participation Reports 1989–2016
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RETAIL NOW
Boost Your Profits with Impulse Buys By William J. Lynott, Business Writer
Are you Getting Your Share of This Profitable Retailing Pie? How would you like to make a sale where gross profit equals net profit? That’s what happens when a customer adds an impulse buy to a regular sale in your store. The customer’s planned sale pays its share of your payroll and overhead expense; the item bought on impulse adds virtually no expense to the original transaction except the cost of the item. Thus, gross profit on the impulse item virtually equals net profit. The good news: Every customer who walks into your store is an impulse sales opportunity. And this is where brick-and-mortar stores have a decided edge over e-retailers. According to research by management consulting firm A.T. Kearney, 40 percent of consumers spend more money than they had planned in brick-and-mortar stores, while only 25 percent reported online impulse shopping. Of course, impulse buys don’t happen by accident. Here are a half-dozen proven ways you can hitch a ride on that profitable bandwagon:
• Take Advantage of the Brick-and-Mortar Edge
Impulse buys are one of the few places where brick-and-mortar stores have a decided edge over the online behemoths. Your store provides much more opportunity for unplanned sales. Since successful retailing depends on utilizing every possible advantage, it’s important to design and conduct an ongoing program for maximizing profitable impulse buying.
• Choose Impulse Products Carefully
The best impulse items are simple. They need no explanation, so they need no selling. If the customer has to ask what the item is for or how to use it, it has no place on the impulse display. In addition, impulse items should be inexpensive, with no need to ask, “Can I afford it?” And think small. If shoppers spot an item that fits easily into a pocket or shopping basket, they’re more likely to feel the urge to buy.
• Use Strategic Positioning
Increased impulse buys call for increased visibility. Ideally, every customer who makes a purchase in your store will see your display of impulse items. The best way to ensure this is to position impulse displays prominently in the checkout area. Perhaps the most convincing example of increased visibility is how grocery stores load their checkout areas with candy, gum, magazines, gift cards and other impulse candidates.
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• Using In-Store Signage to Increase Impulse Sales
Physical signage is always an effective method of in-store advertising. There are many options designed to tempt customers into making that inexpensive (but profitable) last-minute purchase. An engaging photo of a fisherman reeling in a “big one” next to the lure display at the checkout counter will be an eye-catcher. New technology has made very effective digital signage and streaming video relatively inexpensive. This type of signage at almost any place throughout the store is hard to ignore and it greatly increases the number of messages delivered.
• Keep Tuned in to Those Emotional Triggers
You may have noticed that banks, corporations and even government agencies are using our emotions to nudge us into taking actions. The technique they are using to accomplish this has come to be known as behavioral economics. This relatively new science is based on the observation that we humans are not the unemotional decision makers that textbooks would have us believe. On the contrary, we often allow our emotions to overrule any attempt at logic to control our decision-making.
To that end, add these suggestions to your own ideas:
• Urgency
One of the most compelling emotional triggers in the sales arsenal is urgency. We all have faced moments when taking some sort of action was urgently required. One example would be the need to slam on the brakes to avoid an automobile collision. While the sense of urgency in a selling environment is not that dramatic, it’s still a deep-seated emotion waiting to be awakened in all of us. That’s why you see so many limited-time and today-only sales promotions.
• The Satisfaction of Obtaining a Bargain
Regardless of their financial situation, almost everyone gains a feeling of satisfaction when they come away from a sales transaction feeling that they gained high value for their money. With that in mind, consider “buy one get one free” or similar “bargain” promotions in your impulse program.
• Novelty
If you’ve ever bought something that was relatively new or novel, you probably took pleasure in showing it to others. Impulse products don’t always have to offer a financial or urgency motivation. If you have new or original products that fit the other criteria, such as small and low-cost, consider testing them as impulse items.
If you’re looking to increase impulse buying in your store, it’s essential that you take the time to implement the right merchandising strategies, including those mentioned here. Your impulse displays and locations are limited only by your own imagination and creativity. As with any marketing strategy, implementing a successful impulse program will put further demands on your already strained time. However, done properly, it can add significantly to your bottom line.
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CONFERENCE NOW
Hire Right: Best Recruiting Practices Discussion at NSGA Conference & Summit By Julie Pitts, NSGA Business Development Director
The people who drive sales, problem-solve and engage with customers contribute to the success and growth of a business. A company’s most valuable asset can be its human capital. Effective human capital starts with recruiting and retaining the right staff. Whether it is an hourly employee, salesperson or operations executive, recruiting and hiring are two of the most important things any company does to shape its future. On Tuesday, May 22, at the 2018 NSGA Management Conference & Team Dealer Summit, two recruiting experts, Larry Ryan, founder of Roberts & Ryan, and Jeff Roberts, President of the Toy and Sports Agency, will participate in an educational panel discussion “Hire Right: Best Recruiting Practices.” Both panelists bring years of recruiting experience to share with Conference & Summit attendees. They each have placed staff in a variety of industries, including sporting goods, and will discuss some of the challenges facing employers today, common recruiting mistakes, best practices in searching for a candidate and hiring into an organization’s culture. With good talent in demand, Ryan suggests employers must identify their strengths as an organization and present this message to prospective employees. “One of the biggest mistakes I see is that companies focus so much effort simply screening potential candidates that they forget to truly sell candidates along the way. You want to create a positive experience from start to finish for all candidates including those who do not get hired,” Ryan said. “Once you develop a strong reputation for that approach, it will definitely pay off down the road. There are countless ways to accomplish this.” Candidates may have interviews with a variety of employers in an industry, so it is essential to keep your company’s presentation and interaction enjoyable. Retail jobs are evolving and will focus on customer service and product knowledge. Sporting goods customers expect retailers to provide customized service unique to the needs of the individual shopper. As a result, the store experience is increasingly important. Sporting goods retailers must find ways and staff to meet customers’ expectation of individualized service and product education. Sports are America’s passion and job opportunities with sporting goods companies may bring candidates looking to connect with the world of sports. Sporting goods employers should use this to their advantage, but must also take caution not to confuse enthusiasm for necessary job skills.
Larry Ryan
Founder, Roberts & Ryan
“The uniqueness of hiring in the sports industry can be challenging,” Roberts said. “Many people want to be in the industry; however, not as many want to work their way up and put in the time to gain that key experience.” Sports knowledge can only help a candidate as long it is balanced with appropriate skills and a willingness to work and learn. Ryan and Roberts will also discuss the value of job boards, maximizing the interview process, how to identify red flags in the hiring process and on-boarding as a retention tool.
Jeff Roberts
President, Toy and Sports Agency 12 | NSGA NOW ®
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Better Understanding of Baseball, Football Development Models Translates to Selling More By Marty Maciaszek, NSGA Team Dealer Director
Making sure young athletes are properly equipped for their sport is more challenging than ever. In baseball or softball, most players now have their own bat and helmet with very few using what is sitting in the team equipment bag. There are football players who may purchase their own helmet instead of using those available from their local association. And certain athletes are more advanced in their development than others. A $300 bat or glove might be just right for an elite level 13-year-old baseball player, but their recreation league counterpart would probably be just fine with equipment at a fraction of those costs. On Tuesday, May 22, at the NSGA Management Conference & Team Dealer Summit in Bonita Springs, Florida, one of the team dealer sessions will be “Sell More Through Development Models.” The panel discussion features two experts from national sports organizations — Beth Porreca of USA Football and David James of Major League Baseball — to share their insights into how team dealers can have a better understanding of their customers’ needs based on their level of development.
Porreca is the senior director of strategic operations for USA Football. With the sport facing so many challenges in recent years, USA Football has adopted a blueprint like the American Development Model (ADM) created by the United States Olympic Committee and initially used by USA Hockey. The key outcome of USA Football’s ADM is to establish a pathway from flag football to its Rookie Tackle program to 11-player tackle football. Rookie Tackle allows participants to play multiple positions on smaller fields which are designed for the athlete’s age and skill level. James is the vice president of MLB’s Youth Programs and manages the grass-roots youth programming of MLB — including its PLAY BALL and Reviving Baseball in Inner Cities (RBI) programs and two youth skills competitions. The PLAY BALL program is another pathway to entry into the game by emphasizing the many ways the sport can be played — from simply playing catch to stickball and Wiffle ball. This session will also show attendees the importance of understanding the development models in all sports to better help dealers service their customers’ needs.
Beth Porreca
Senior Director, Strategic Operations, USA Football
David James
Vice President, MLB’s Youth Programs
Visit
nsga.org/2018speakers to view the Conference & Summit speaker line-up.
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CONFERENCE NOW
How to Do Things Amazon Can’t: Bringing Customers Back to the Store By Julie Pitts, NSGA Business Development Director
Retail stores are not things of the past. On the contrary, many stores have transitioned to places where customers go to learn, engage and ultimately purchase. Sporting goods stores have the unique ability to provide a highly customized shopping experience with personalized service and in-store expertise. Todd Nicholson, Chief Marketing Officer of BookingBug, will present “How to Do Things Amazon Can’t” on Monday, May 21, at the 2018 NSGA Management Conference & Team Dealer Summit. BookingBug, an appointment technology company specializing in managing customer engagements, will discuss how to bring customers back to the store and the use of customer data to increase revenue. BookingBug focuses on enhancing customer in-store experience through appointment scheduling for expert fittings, product selection and personalized service. Shoppers lack time to investigate purchases while in the store. Retailers can staff the store with product experts when an appointment has been initiated by a customer, resulting in a more efficient and customer-centric shopping experience. Event planning, another of BookingBug’s technology capabilities, brings customers and retailers together to build relationships through a planned event or store experience. Events not only capture shopper information but can be used to connect to the local community while building the retailer’s brand. Appointments and events offer retailers the chance to collect customer information to drive additional sales. Nicholson said NSGA Conference & Summit attendees can “learn how retailers like The Container Store are bringing customers back to the store through appointment scheduling, while increasing staff efficiencies and creating a positive customer experience.”
Customer Engagement Platform For Sports Retail
Driving More Revenue In-Store
30x
Increased appointment volume
American Golf
15,000 Bookings for The Golf Show
They are succeeding using BookingBug
Create Omnichannel Customer Engagements / Find out more at bookingbug.com/nsga 14 | NSGA NOW ®
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OPERATIONS NOW
Social Media Trends in Business: What to Expect in 2018 By Angela Mennecke, NSGA Marketing & Communications Coordinator
When you think you have social media figured out, it changes. Like the constant innovation in the sporting goods industry, the innovation in social media is rapid. Here are a few insights into what 2018 will bring for retail and business in social media, good and bad.
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OPERATIONS NOW
No More Free Reach on Social Media
Have you noticed the reach on your Facebook page posts has dwindled? That’s because it has. Between the algorithms used to deliver content to users and the money companies spend, the opportunity for getting a company post seen is slim (according to Forbes, dipping as low as 2 percent if a post is not boosted). This will only get worse. Facebook rolled out the Explore Feed, an alternative to the News Feed solely for company updates, forcing a consumer to switch to that feed to see company posts unless they have been paid for. The benefit of the paid posts is that they are much more targeted than your traditional paid-for advertising. You can target a post to a specific demographic or location.
Keep the Videos Coming
When you open your own personal social media account, what grabs your attention first? It is most likely the video that automatically plays or the photo that someone has cleverly doctored up with an inspirational quote. It is important to first put the videos out there. Start small, with a clip from the store owner or an employee talking about a product you carry or your store offerings. Remember, it is great people are looking at your content, but be sure to have an action for them. Viewing the video may make them more likely to follow your store, but you should include an action item at the end to further engage them. A link to the product on your website or a special offer or coupon encouraging them to visit your location can be the difference in gaining that new customer. Live video is also becoming more common. According to SocialMediaToday, in terms of Facebook Live, 80 percent of users said they would rather watch a live video than read a blog post, while according to Facebook, live video gets three times more views than regular video content.
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Influencer Marketing
Everyone wants the biggest sports star to endorse their company or product. But at what cost? And are they the best ambassador for your brand? It is not enough to focus on individuals with the most followers and widest reach. Before you decide someone is a good influencer, you have to examine the quality of their reach. It is also important, now more than ever, to pay attention to other products and brands an influencer endorses. You may find that your best influencer is a customer at your store and not necessarily a celebrity with thousands of followers.
Making a Personal Connection Remains Important
The notion that consumers want a personal connection, even though they are interacting through a screen, will not change in 2018. Humanizing your products, store and brand story and relating to the consumer should be a focus in the new year. Utilizing a consumer story about using a product you sell for a sport or activity, posting a quick video with history of your company and getting in front of the camera yourself are just a few ways to connect with that potential shopper on the other end of the screen.
It seems like the possibilities for social media in business are endless. Examining your social media, developing a sound strategy and taking into consideration the trends can help you achieve your social media goals. Remember, it is not always about quantity. Keep the quality of your posts, interactions and influencers top of mind throughout 2018.
LOCKER ROOM NOW Improperly Equipped High School Football Players Will Be Removed for One Down
High School Soccer Reverses Home and Visiting Uniforms; Approves Player Use of Head Covering
High school football players with missing or improperly worn equipment during play will be removed from the game for at least one down in one of five rule changes for the 2018 season by the National Federation of State High School Associations (NFHS) Football Rules Committee. The only exception is if the improper equipment is directly attributable to a foul by the opponent.
High school soccer teams will be reversing their home and visiting uniforms starting with the 2018–19 season. The home team will wear dark jerseys and socks and the visiting team will wear solid white jerseys and solid white socks, in a rule change recommended by the National Federation of State High School Associations (NFHS) Soccer Rules Committee at its Jan. 22–24 meeting, and approved by the NFHS Board of Directors.
Rule 1-5-5 states that if the player is wearing otherwise legal equipment in an illegal manner, the player must also be replaced for one down. If proper and legal equipment has become improperly worn through use during the game, and prompt repair does not delay the ready-for-play signal for more than 25 seconds, the repair can be made without replacing the player for one down. In Rule 1-5-4, the head coach is responsible for verifying that all players are legally equipped and will not use illegal equipment. The penalty provisions for any use of illegal equipment remain unchanged and the coach is charged with an unsportsmanlike foul. “The committee recognizes that the state of high school football focuses on risk minimization and the responsibility that coaches, players and game officials play in continuing to protect our student-athletes,” said Todd Tharp, chair of the NFHS Football Rules Committee and assistant director of the Iowa High School Athletic Association.
The home team was previously required to wear solid white jerseys and the visiting team dark-colored jerseys. The language defines dark as “any color which contrasts with white.” “This change allows home teams to wear their school-color jerseys at home,” said Theresia Wynns, NFHS director of sports and officials and liaison to the Soccer Rules Committee. “It could also provide the opportunity to use an alternative color uniform for special events.” The Soccer Rules Committee also approved a change permitting a player to participate while wearing a head covering, if the player meets certain criteria and if the applicable state association approved the request. If approved by the state high school association, players could participate with a head covering for medical/cosmetic reasons or for religious reasons. For medical/cosmetic reasons, a physician’s statement is required before the state association can approve a head covering. In all cases, the head covering cannot be abrasive, hard or dangerous to any other player and it must be attached in such a way that it is highly unlikely to come off during play.
NCAA Women’s Volleyball Simplifies Libero Jersey Rule The NCAA Playing Rules Oversight Panel approved a proposal to simplify rules regarding libero jerseys in women’s volleyball. The rule now states that the defensive specialist jersey must be immediately recognized from all angles as clearly contrasting with the jerseys of other members of the team. NSGA NOW ®
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LOCKER ROOM NOW Wilson, NCAA Extend Official Soccer Ball Partnership Wilson extended its partnership with NCAA soccer through 2021. Through this partnership, Wilson will supply teams competing in the NCAA Division I, II and III Men’s and Women’s Soccer Championships with NCAA-branded soccer balls. Wilson has been the Official Soccer Ball of the NCAA since 2008. Specific financial terms of the partnership extension were not disclosed. Wilson and the NCAA currently collaborate across five sports, including basketball, soccer, beach volleyball, football and tennis. The Wilson NCAA Forte FYBrid II is the official soccer ball of the NCAA Division I, II and III men’s and women’s soccer championships. The Wilson NCAA Forte FYBrid II is approved for play by the NCAA, FIFA and the NFHS.
Former NSGA Chairman Ken Meehan Receives NBS Lifetime Achievement Award Former NSGA Chairman and Dunham’s Sports President Ken Meehan received the Nation’s Best Sports (NBS) Lifetime Achievement Award. The honor was announced at the 2018 NBS Spring Semi-Annual Market. Dunham’s has been an NBS member for 28 years. Meehan is in his 13th year on the NBS Board of Directors and Executive Committee. Meehan continuously encourages his buyers to support NBS by serving on its committees such as those for team and retail athletic, paddle sports, hunting, fishing, camping and paintball. “Ken is an incredible supporter of our Markets and brings a full contingent of buyers to all five or six shows Dunham’s attends every year,” NBS said in a statement. “Ken is very involved in the sporting goods industry and has been a longtime supporter of the National Sporting Goods Association and has served in board capacities there throughout his career. We are honored to have Ken as part of our organization and appreciate his strong support, guidance and mentorship over the years.” Keith Dustrud of Bob Ward & Sons won the NBS Committee Member Service Award. Leupold & Stevens won the NBS Vendor of the Year Award.
ADA, NBS Partner for July Athletic Show MyHOUSE Becomes Official The Athletic Dealers of America (ADA) and Nation’s Best Wrestling Apparel of Pennsylvania Sports (NBS) are partnering again for their 2018 Spring & Summer Athletic Shows on July 13–15 in Jacksonville, Florida. Athletic League ADA and NBS partnered for their 2017 Fall Show in Oklahoma City last November.
NBS and ADA will maintain their own identities during the event while sharing a joint buying/networking experience. The partnership allows show exhibitors to save travel time and expenses by attending one event. Members will also benefit from seeing more industry vendors in one location. “This is another step toward strengthening our team and retail athletic business and we are hopeful that further progress can be made to enhance the viability of our respective groups,” said NBS President Jim Chandley. Said ADA president Pete Schneider: “This was a positive step for both of our groups as well as our attending vendors and sales reps at last year’s Fall Show. It improved the productivity of the show for all attendees while reducing the costs that were associated with vendors attending multiple shows.” To receive an exhibitor packet for the July show, contact the ADA office at (321) 254-0091 or show@adamember.com.
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The Western Pennsylvania Interscholastic Athletic League (WPIAL) is pleased to announce that it has secured MyHOUSE Sports Gear as the League’s newest sponsor. MyHOUSE Sports Gear has been named the “Official Wrestling Apparel of the WPIAL” and was highly recognized at the WPIAL Wrestling Championship that took place March 2–3, 2018, at Canon-McMillan High School in Canonsburg, Pennsylvania. They had a booth in the venue during the Championship where they offered their high quality custom wrestling merchandise and gear to the fans and participating teams.
Rawlings Could Be On Sale Block Newell Brands, the owner of Rawlings, announced plans in January to shed assets and close factories to concentrate on nine consumer divisions. Rawlings is among the companies Newell said it is “exploring strategic options for” in a statement. Newell Rubbermaid acquired Rawlings former parent company, Jarden Corp., in 2016. Rawlings was acquired by Jarden in 2007. Rawlings is the official baseball supplier and official helmet of Major League Baseball, the official baseball for the NCAA and the official uniform provider for USA Football. It is also the official football and basketball for the NAIA, the official basketball for the NJCAA and AAU and an approved baseball, basketball, football and softball of the National Federation of State High School Associations (NFHS).
WarDog Lacrosse Joins Major League Lacrosse Suppliers WarDog Lacrosse will be an official provider of athletic socks for the 2018 Major League Lacrosse season. The company is creating custom sock designs for all nine MLL teams. They are built to withstand the demanding nature of lacrosse with padding to protect the heel and ball of the foot, a spandex leg to prevent sliding and Coolmax® technology for maximum moisture wicking. The MLL has teams in Atlanta, Boston, Charlotte, Delaware, Denver, Florida, New York and Ohio.
Sher-Wood Sells Brand, Parts of Hockey Inventory to Division of Canadian Tire Corporation The Sher-Wood Athletics Group Inc. (SAG) has finalized an agreement to sell its Sher-Wood brand and parts of its hockey inventory to INA International Inc. (INA), a division of Canadian Tire Corporation. INA will be responsible for sales, distribution, marketing and product development of Sher-Wood hockey equipment to customers in Canada, the United States and internationally. SAG will continue in business and maintain ownership of the Novelty and Licensing Business. All new and existing orders will continue through SAG’s current purchasing and shipping processes. Any open orders currently in place with SAG, scheduled to be shipped before April 1, 2018, will be honored and shipped by SAG. Open orders with SAG with shipment dates after April 1, 2018, including all spring and summer booking orders, will be distributed by INA. New orders for Sher-Wood hockey products are to be directed to a current sales representative or the SAG order desk. The new orders will be processed and distributed by INA. Orders for licensing and novelty products will continue in a normal fashion with SAG continuing to ship and take all new orders. All calls about SAG’s novelty and licensing business will go through existing customer service representatives at SAG. The Canadian Tire Corporation includes Canadian Tire, Sport Chek, Sports Experts, Pro Hockey Life and FGL Sports.
New Jersey High School Football to Experiment with Instant Replay Instant replay is coming to New Jersey high school football on a limited basis in 2018. The New Jersey State Interscholastic Athletic Association (NJSIAA) has received approval from NFHS to conduct video replay “on an experimental basis” during regular-season games in 2018. NJSIAA associate director Jack DuBois, who oversees football, said the experiment will involve “a handful of schools” that are willing to participate and have the requisite technological equipment. DuBois said recent technological advancements, especially with the Hudl software system used by most schools to video their games, allow for the NJSIAA to implement instant replay on a limited basis. DuBois said Arizona and Alabama are other states looking at experimenting with instant replay next season.
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