Naming a baseball team requires top-notch marketing skill

Just as I have given up making political predictions, I am done questioning the wisdom of marketing gurus who study the ins and outs of delivering brand names that catch the public’s attention.

I once questioned the wisdom of all that hotel construction in Amarillo. A friend of mine at the Convention and Visitors Council told me not to worry; the hotels will be do just fine. Turns out my friend was correct.

So, with that I will declare my belief in the marketers who settled on the name of the city’s minor-league baseball franchise. The Sod Poodles are playing baseball before good crowds at Hodgetown.

What’s more the team’s name has become the talk of the town, the Texas League communities where they play when they’re not at home and in baseball publications all over the nation.

Hey, weren’t the Sod Poodles named the top minor-league nickname in the country? Well, they were, although we can debate until we run out of breath about the validity of the survey.

Whatever, the Sod Poodles turned out to be a name that had to grow on some of us … such as me. I hate the name when I first saw it on the list of finalist names that the Elmore Group, the franchise owner, revealed to the public.

They mentioned something about Sod Poodles being some sort of old-time name for prairie dogs. Sure thing, dudes. Whatever you say.

The name, though, has stuck. It has become part of the franchise’s identity, which likely is what the Elmore Group and its marketing geniuses had in mind from the get-go.

That’s why they get paid the big bucks and shmucks like me are sitting in the peanut gallery. I live now in a community next to one of the teams that comprise the Texas League along with the Sod Poodles. They play hardball in Frisco. They’re called the Frisco Roughriders, which to my ear sounds almost milquetoast compared to the name given their rivals in Amarillo.

Whatever, my view from afar tells me that the Elmore Group marketers knew what they were doing.

I’ll just keep my marketing thoughts to myself and enjoy watching the community reap the benefits of knowledge from the experts.

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