Robin Miller
09-03-2008, 03:53 PM
GARY PETERSON COLUMN
Warriors can turn Ellis' bad luck into marketing gold
By Gary Peterson
Staff columnist
Article Launched: 09/01/2008 08:24:55 AM PDT
Necessity is the mother of marketing masterstrokes.
The Warriors have proven this in recent years with their ground-breaking
campaigns A Good Time Out, Grand Theft Lottery and Guess Which Former
Portland Coach We Just Hired.
They are topping themselves as we speak. Behold CSI: GSW.
As first reported in the publication you now hold in your hands, the team
believes guard Monta Ellis has been less than forthcoming regarding his
recent ankle injury. Ellis, who tore a ligament and suffered a high ankle
sprain, had surgery last Thursday. If all goes well, he could be playing
again by the end of the calendar year.
Ellis told the Warriors he was hurt during a basketball-related activity.
The severity of the injury leads the Warriors to believe otherwise. They
have reportedly sent a team of forensic experts to Ellis' native Mississippi
to investigate.
It's a real gripper, all right. According to the terms of the six-year, $66
million contract Ellis signed in July, he is forbidden to engage in certain
risky endeavors - riding motorcycles, for example. Or washing Jeff Kent's
pickup truck.
If it is determined Ellis was in violation of his contract when he was
injured, well, that's getting a little ahead of our story. But you can see
the value of this drama as a marketing tool. No one's happy that Ellis is
hurt. On the other hand, it's been almost a week since someone pointed out
that Baron Davis is no longer with the team.
So there's bona fide entertainment here. But that's all this story has going
for it. Sure, the Warriors could prove Ellis was doing something he wasn't
supposed to be doing - wrestling alligators, trimming his toenails with a
chainsaw, participating in Biloxi's annual running of the crawdads.
But that discovery will have to be its own reward. Because the next question
is: What are the Warriors prepared to do about it?
And the answer is: Anything more than the Ward Cleaver "I'm very
disappointed in you" speech would be a mistake.
These things happen. And they happen here. In the spring of 1982, shortly
after the 49ers' first Super Bowl victory parade, guard Randy Cross was
navigating an obstacle course during a charity event when he fell and broke
his left leg.
A's third baseman Carney Lansford missed almost the entire 1991 season after
a snowmobile accident. Sharks goalie Arturs Irbe missed the start of the
1994-95 NHL season after being mauled by his dog, Rambo.
Kent, of course, is a case unto himself. The Giants second baseman showed up
with a broken wrist one day during spring training in 2002, claiming to have
sustained the injury while washing his truck. Evidence uncovered after the
fact suggested he hurt himself while popping wheelies on his motorcycle.
None of the above was officially sanctioned, suspended or charged with
breach of contract. All enjoyed successful comebacks. The Warriors would be
wise to let this history be their guide, even should their CSI turn up
damning evidence against Ellis. For one thing, this would be a first
offense, as far as anyone knows. In contrast to the high maintenance Davis,
Ellis has been a straight arrow during his time with the Warriors.
For another, the NBA is a players league, and the Warriors have, by decree
and by contract, anointed Ellis their employee of the month, every month,
for at least the next six years. Any attempt to charge him with breach of
contract or seek monetary retribution would risk alienating their most
important asset.
We've seen disaffection on the part of Warriors employees before. It rarely
ends well.
Any way you look at it, this is grin-and-bear-it time for the team. It lost
Davis on a calculated gamble. Now it has lost his heir apparent, perhaps for
no apparent reason.
Knowing them, they'll turn it into marketing gold. We Bereave sounds about
right.
Contact Gary Peterson at gpeterson@bayareanewsgroup.com.
Warriors can turn Ellis' bad luck into marketing gold
By Gary Peterson
Staff columnist
Article Launched: 09/01/2008 08:24:55 AM PDT
Necessity is the mother of marketing masterstrokes.
The Warriors have proven this in recent years with their ground-breaking
campaigns A Good Time Out, Grand Theft Lottery and Guess Which Former
Portland Coach We Just Hired.
They are topping themselves as we speak. Behold CSI: GSW.
As first reported in the publication you now hold in your hands, the team
believes guard Monta Ellis has been less than forthcoming regarding his
recent ankle injury. Ellis, who tore a ligament and suffered a high ankle
sprain, had surgery last Thursday. If all goes well, he could be playing
again by the end of the calendar year.
Ellis told the Warriors he was hurt during a basketball-related activity.
The severity of the injury leads the Warriors to believe otherwise. They
have reportedly sent a team of forensic experts to Ellis' native Mississippi
to investigate.
It's a real gripper, all right. According to the terms of the six-year, $66
million contract Ellis signed in July, he is forbidden to engage in certain
risky endeavors - riding motorcycles, for example. Or washing Jeff Kent's
pickup truck.
If it is determined Ellis was in violation of his contract when he was
injured, well, that's getting a little ahead of our story. But you can see
the value of this drama as a marketing tool. No one's happy that Ellis is
hurt. On the other hand, it's been almost a week since someone pointed out
that Baron Davis is no longer with the team.
So there's bona fide entertainment here. But that's all this story has going
for it. Sure, the Warriors could prove Ellis was doing something he wasn't
supposed to be doing - wrestling alligators, trimming his toenails with a
chainsaw, participating in Biloxi's annual running of the crawdads.
But that discovery will have to be its own reward. Because the next question
is: What are the Warriors prepared to do about it?
And the answer is: Anything more than the Ward Cleaver "I'm very
disappointed in you" speech would be a mistake.
These things happen. And they happen here. In the spring of 1982, shortly
after the 49ers' first Super Bowl victory parade, guard Randy Cross was
navigating an obstacle course during a charity event when he fell and broke
his left leg.
A's third baseman Carney Lansford missed almost the entire 1991 season after
a snowmobile accident. Sharks goalie Arturs Irbe missed the start of the
1994-95 NHL season after being mauled by his dog, Rambo.
Kent, of course, is a case unto himself. The Giants second baseman showed up
with a broken wrist one day during spring training in 2002, claiming to have
sustained the injury while washing his truck. Evidence uncovered after the
fact suggested he hurt himself while popping wheelies on his motorcycle.
None of the above was officially sanctioned, suspended or charged with
breach of contract. All enjoyed successful comebacks. The Warriors would be
wise to let this history be their guide, even should their CSI turn up
damning evidence against Ellis. For one thing, this would be a first
offense, as far as anyone knows. In contrast to the high maintenance Davis,
Ellis has been a straight arrow during his time with the Warriors.
For another, the NBA is a players league, and the Warriors have, by decree
and by contract, anointed Ellis their employee of the month, every month,
for at least the next six years. Any attempt to charge him with breach of
contract or seek monetary retribution would risk alienating their most
important asset.
We've seen disaffection on the part of Warriors employees before. It rarely
ends well.
Any way you look at it, this is grin-and-bear-it time for the team. It lost
Davis on a calculated gamble. Now it has lost his heir apparent, perhaps for
no apparent reason.
Knowing them, they'll turn it into marketing gold. We Bereave sounds about
right.
Contact Gary Peterson at gpeterson@bayareanewsgroup.com.