Getting in the Game: Willie Lanier Jr. of DXD Sports
Tuesday, 01 September 2009 00:00
DXD Sports uses technology to "wow" sports fans.
By Kate Leibsle
If you’ve been to Kauffman Stadium this season, then you know DXD Sports. The company didn’t make your hotdog or pour your drink, but it did help you learn the on base percentage of the Kansas City Royals’ David DeJesus and the number of times Zack Greinke previously struck out a batter. Mostly, however, DXD Sports helps fans have more fun at the ballpark by enhancing the experience during down time at games.
First Pitch
DXD Sports has the classic technology company startup story: two guys (Gary Baker and Sean Hopkins) and one basement. Today, the company has between 12 and 18 employees and moved into a newly renovated office space in the River Market a year ago. The company is a leader in in-game entertainment for college and pro sports teams, such as the Royals and Chiefs, University of Kansas, Florida State University, Texas Tech University, Atlanta Braves, Washington Nationals, San Antonio Spurs and the Denver Broncos.
Baker has since left the company, but Hopkins remains as an owner and leader of the company’s sales and marketing efforts. Willie Lanier Jr. joined as an owner and CEO late last year. Having grown up around sports (his father, Willie Lanier, was a Hall of Famer for the Kansas City Chiefs in the 1960s and 70s) and holding an executive MBA from University of Missouri-Kansas City, gives Lanier a unique perspective to bring to the small sports-oriented business.
Second Quarter Changes
A lot has changed in the technology and sports worlds since DXD Sports was born eight years ago. The biggest change is that the relationship between the two has gotten even tighter and been joined by marketing and sponsorships. Games are no longer just games, they are now an “entertainment experience.”
For many fans, it’s not enough anymore to be entertained by the on-field or on-court competition. A perfect LeBron jumper or the game-winning Matt Cassel touchdown pass with a fun halftime dance routine and a scoreboard condiment race thrown in for good measure just won’t cut it anymore. Fans want to be entertained from the time they walk through the gate until they get in their cars after the game, Lanier said. And sponsors want their names connected with all of that entertainment. Enter DXD Sports.
“We’re looking at ways to enhance the fan experience,” Lanier said. “To enhance what’s happening on the field or the court.”
“Our society craves more entertainment for the money. They’re craving more and more of it and teams have responded to it. Sponsors want to be different and are demanding the total entertainment package.”
The advent of high-definition technology has gone a long way toward assisting DXD Sports in this pursuit. As a part of the stadium renovations, the Royals installed new score and video boards throughout Kauffman Stadium that run continuous loops of information, video, music and games—several by DXD Sports. The company also has unveiled a new opening video for the Kansas City Chiefs playing off of the Transformers theme. The commercial will debut at Arrowhead during games.
Halftime Adjustments
As its customers are changing to meet fans desires, so, too, is DXD Sports working to transform itself to meet the changing needs of sports teams.
When Lanier joined DXD Sports, he was concerned that the company’s clients saw it as a one-trick pony—just a graphic design/content provider. He quickly realized that teams didn’t see the breadth and depth of what DXD Sports brought to the field. Not only could DXD Sports’ designers work with teams on making statistics and game information fun for fans, they could work with team sponsors and marketing partners to enhance their relationships. Enhanced relationship would mean more revenue for the teams, which would mean a stronger relationship between the teams and DXD Sports—a win-win for everyone.
“We’ve really worked to understand the teams to become partners, not just content providers,” Lanier said. “We’ve rebranded our own company with a new logo and new Web site. We’ve looked at how to communicate what we do to show how it impacts their business.”
One of the first projects the company has taken on in this realm is the interactive Wii game it created for Dri-Duck, a local company and Royals sponsor. DXD Sports shoot-the duck game on the video board between innings.
“They were a company that wanted to create a more local presence,” Lanier said. “They were better known nationally than in their own backyard.
“The sponsor loved it. It got more people talking about their product. It really resonated with people. That’s what we’re looking to do: to look for new, exciting ways to create entertainment and to work as a partner.”
To shift its business mindset, DXD Sports started with an internal audit of everything it was doing and everyone who was doing it to make sure the people were on board to implement the initiatives, with everyone understanding all aspects of the business and being accountable for their work and decision-making.
“Our guys who are in production have to be interested in the business of the teams,” he said. “People have really responded.”
Watching Film
In the process of shifting their own branding and marketing messages, Lanier and the management team of DXD has learned some valuable lessons and realized there are some things they can do differently to ensure higher success moving forward.
“One of the lessons we learned is to have a methodical plan,” Lanier said. “To develop a good game plan—don’t rush things.
“Also, have good people and identify your rising stars more quickly and give them the time and attention they need to help the company grow and prosper.”
Most importantly, is what the company is doing now: spending time educating its core customers on everything it can do, Lanier said.
“Our customers didn’t know everything that we do,” he said. “We used to just expect them to know that. We took for granted that we were set in their minds as able to do everything we know we can do.”
Implementing the Game Plan
Now that DXD Sports has set a new course and has a game plan, it’s time to implement it. Lanier is very optimistic about the future, despite the current economic situation.
“The recession has hit hard,” he said. “The sports teams have taken a hit with people not going through the turnstiles.”
But that’s a part of why DXD Sports wanted to refine its marketing messages and see what it could do to help its clients generate more revenue with their existing customers.
Because DXD Sports doesn’t deal in cookie-cutter marketing, its designers are constantly looking out for the next new technology, the newest beat to lay down as a music track in a video or a new way to promote a sponsor or team.
“There aren’t any templates,” Lanier said. “We really work with our clients on what messages they want. There’s a different look for everyone.
“For instance, the San Antonio Spurs are very team-oriented. They want to do everything that showcases the whole team, rather than individuals. Other teams don’t have that mandate. Other teams want to focus on their logo or star players.”
The company’s move to the River Market, where it renovated a building to suit its needs, was also a big step in its evolution.
“It really gave us purpose,” Lanier said. “It expanded us in thought and in confidence. It’s been a great thing for the company. It says we’re not a small company anymore.”
Lanier knows that the recession won’t last forever and that when the economy turns, the fortunes of his primary clients also will and the company’s efforts at expanding its messages will pay off. He is looking at ways to make DXD Sports’ product offerings more robust, to move into the NHL and to gain a foothold in NASCAR.
“Technology_ has been our friend,” he said. “We want to push the boundaries on exciting fan entertainment.”
Kate Leibsle is managing editor of KC Small Business.
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