Dallas Region Shoots and Scores with Creative Marketing Plan

With the best record in the NBA so far, the Dallas Mavericks are a hot commodity. Selling out games both at home and on the road, the Cinderella team is gaining attention nation-wide as fans jump on the bandwagon. As those fans flock to see the Mavs play at home, they’ll not only see the team’s stars, but they’ll also see Jani-King running the floor.

With the best record in the NBA  so far, the Dallas Mavericks are a hot commodity. Selling out games both at home and on the road, the Cinderella team is gaining attention nation-wide as fans jump on the bandwagon. As those fans flock to see the Mavs play at home, they’ll not only see the team’s stars, but they’ll also see Jani-King
running the floor.

“What a great marketing opportunity!” said Jani-King of Dallas Vice President Steve Tapken. “We’re getting great coverage in a fantastic setting.” Through a marketing deal struck between the Mavs and Jani-King of Dallas, now “The Official Commercial
Cleaning Sponsor of the Mavericks,” all of the “ball kids” and moppers are decked out in Jani-King logo clothing. So every time one of the basketball players fall, the Jani-King crew is on the court mopping up any slippery spots.

“In this day and age of consumers being inundated with ad messages, this is a unique way to get our name out there,” said Director of Public Relations Amy Johns. “It not only shows what we do, but also how we support our local community, all while creating name recognition, consumer loyalty, and a positive image of Jani-King.”

The audience in the 20,000-seat American Airlines Arena is made up of a wide demographic of business owners as well as potential franchise owners. Since beginning this sponsorship during the last six games of the 2002 NBA Playoffs, the Dallas region has raised name recognition and brand awareness within the business community.

“We’ve sold two franchises as a direct result of our Mavs sponsorship,” Tapken said. “And while we don’t know exactly how many cleaning contracts the sponsorship has helped us win, people are always commenting on seeing our name and hearing
our commercials at the game. That kind of feedback tells us it’s been a good investment.”

In addition to the “ball kids” and moppers, Jani-King’s 30-second TV spots run before the game on the Jumbotron, and our 30-second Terry Bradshaw radio spots run during the game. At the end of each home game, the “Jani-King Top Rebounder of the Game” is announced, followed by, “Keep buildings as clean as the Mavericks home court.” As a bonus to the deal, the Jani-King TV and radio spots are also running during Dallas Sidekicks professional indoor soccer games.

“While lesser-known teams may not have as large an audience, they still have loyal fans, and you can get outstanding, affordable publicity and positive PR by marketing through them,” Johns said. According to Tapken, the Mavericks deal is a real winner. “We’re getting a lot of mentions and are reaching a large section of our target audience,” he said. “And the Mavs are having such a great season. As long as they’re winning, so are we!'”

Dallas, Texas