Building a Winning Brand with Bernie Mullin

Small Business Matters

Dr. Bernie Mullin is a globally recognized management and marketing consultant and speaker, renowned for his unique approach to sports marketing. Co-author of the book “Sports Marketing,” Bernie's career spans over 30 years as a chief executive or senior director in prominent organizations in professional sports, collegiate athletics, and entertainment venue operations. His focus on start-ups and turn-around situations has led to the development of winning organizations on the field, court, and ice, and the creation of sustained peak-performing organizations on the business side, achieving unprecedented levels of success. In his distinguished career, Bernie has received numerous additional honors and recognition including being dubbed “The Guru of Ticket Sales” by Sports Illustrated in 1993, “The Pirate of Profitability” in 1986 by the forerunner of the SportsBusiness Journal, and being named the Boy Scouts of America “Peach of an Athlete Award” recipient in 2008. Bernie is also the Founder and Chairman of The Aspire Group which works with its partners to maximize organizational effectiveness and grow revenues and attendance. Under Bernie’s guidance, the firm generates over $200 million annually in revenue and has served 200+ brands and properties across 11 countries and three continents in 17 different sports. Show Notes: In this episode, sports guru Bernie Mullin explains how to build a winning brand through effective database development and management. Bernie also shares insights into knowing and activating your customers, how to hire a team of superstars, and negotiating with Pope Francis. Episode Highlights: • What Matters to Small Business [0:01:24] • Discovering a New Career [0:03:50] • A Typical Engagement [0:04:33] • Sports vs. Traditional Small Business [0:08:48] • Segmenting Your Audience [0:14:48] • WHOPPP Hiring Strategy: Hiring All As [0:15:48] • Rapid Fire [0:24:35] • Contact Information [0:27:32] • Takeaways [0:27:53] • SBM Announcements [0:30:44]