Lillian Axe (photo courtesy of Joshua Craig Photography)
Marketer and roller derby skater Donna Natosi (also known as Lillian Axe, right) leads a team of 20 people to engage roller derby fans and promote the Carolina Rollergirls. Axe recently shared:
- How she manages a small army of volunteer marketers to attract and engage fans
- How the Carolina Rollergirls league uses a mix of social media and public appearances to promote events
- How there’s no such thing as a typical roller derby fan in the Triangle
I interviewed Donna/Axe via phone and email. For more, follow the Carolina Rollergirls on Twitter, read the CRG blog, and go to this weekend’s roller derby bout at the State Fairgrounds in Raleigh, NC.
Profile: Donna Natosi, aka Lillian Axe
Director of Marketing for the Carolina Rollergirls League in Raleigh, NC
More info: @carolnarolrgrls, Facebook, LinkedIn, and CarolinaRollerGirls.com
Three Tryouts, and Some Bumps and Bruises Along the Way
Donna is the Director of Marketing for the Carolina Rollergirls, where she skates on the roller derby league’s Carolina Bootleggers and Debutante Brawlers teams. I asked what her marketing position involves, and how she got to where she is today. She replied:
I work with a committee of about 20 people to promote The Carolina Rollergirls. I learned about The Carolina Rollergirls through a press release sent to me at my last job.
About a year later, I changed jobs, which allowed me time to learn how to skate. Three tryouts, and several bumps & bruises later, I finally became part of the league.
Beth Row — the Director of Marketing at the time — learned of my TV news background and scooped me up as the media liaison. When the time came to elect a new marketing director, it only seemed natural for me to run for the position.
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Using Social Media and Public Appearances to Promote Events
I’ve been to several CRG games as a casual fan — bouts are fun and fast-paced. I asked Donna how she promotes events and engages with fans. She explained:
We promote our events through social media (Facebook, MySpace, Twitter), an e-newsletter called Rink Rash, public appearances, press releases to the news media, and flyers.
Additionally, we are our own street team. Occasionally you can find us skating around downtown Raleigh, handing out flyers before a bout. Skaters and volunteers promote the league any chance we get by word of mouth.
The Carolina Rollergirls are active in the community. On a recent weekend, the league participated in the Saint Augustine’s College homecoming parade, a Special Olympics skating event, and another volunteer event. With 50-some skaters, it’s easy for things to go viral, because the skaters all repost and share and email.
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Recruiting and Managing a Team of Motivated Volunteers
Lillian Axe (photo courtesy of Joshua Craig Photography)
Donna’s marketing team includes experienced graphic designers, event coordinators, and feet-on-the-ground people.
I observed that between committee members, skaters, and other volunteers, she has a small army of people at her disposal — people who’ll promote bouts and other CRG events for free. I asked about Donna’s advice for recruiting and managing highly-motivated people. She replied:
The Carolina Rollergirls are fortunate to have volunteers and skaters who love the sport and the league enough to want to spread the word.
My advice is to be appreciative and respectful of the people doing the work to promote. Have you ever heard of someone complaining about being thanked too much? Me, either.
Also, get out there and participate. I am a firm believer in leading by example. I attend as many events as I can in addition to my duties as the marketing director and as a skater.
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Seeing Is Believing: The Fan Experience
Roller derby is a unique experience. I asked Donna how she’d describe a roller derby bout to someone who hadn’t been before. She was coy:
A first time experience at a Carolina Rollergirls bout is an experience you have to see to believe. So go to a bout and see.
I’ve noticed that CRG fans are pretty eclectic. I asked Donna if there’s a “typical” fan. She replied:
Our fans are anything but typical. Young, old… white collar, blue collar, dog collar, and no collar… families, college students… you name it.
Some come to show support for a skater they know and others come to the bout because they are die hard derby fans
I asked Donna what’s new in 2011. She mentioned fans can expect even more bouts, with intraleague competitions at Dorton Arena, and family-friendly start times (3pm or 4pm instead of 6pm) :
Home teams are back for 2011! The Carolina Rollergirls are splitting up into three teams — The Debutante Brawlers, Tai-Chitahs, and Trauma Queens — to go skate to skate with one another for the coveted golden skate trophy.
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Marketing Career Advice: Think Like a Consumer
Given Donna’s background in TV news and marketing, I asked about her advice for people who are early in their marketing careers. She highlighted two key points:
Do and learn as much as you can get your hands on. The more you learn about each job as it pertains to promotions, the more valuable you become, and [the more you] understand the work that goes into it.
Think like a consumer (because you are one) and consider the audience you’re targeting.
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Conclusion
Thanks for sharing your experience and insights, Axe! And thanks to marketer Rosanne Smith for making the interview introduction.
Are you ready to check out your first (or next) roller derby bout? Buy your tickets for this Saturday’s bout at Dorton Arena in Raleigh, N.C. See you there!
Marketer Karl Sakas uses research, insights, and relationships to help his clients quickly find new ways to make more money. You can hire him through Coalmarch Productions, the marketing agency in Raleigh, North Carolina. This is the 17th in Karl’s regular series of interviews with marketing and business leaders.
Photos courtesy of Donna Natosi and Joshua Craig Photography.
Using Social Media to Connect with Fans
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