1-15-18 - Oakland A's
1-15-18 - Oakland A's
1-15-18 - Oakland A's
Rickey Henderson
Rollie Fingers
Reggie  Jackson

Andy Dolich -- 2015
Andy Dolich
Metrics Meets Its Match

By Andy Dolich

Today's sports world has fallen head-over-heels with advanced metrics and analytics as the Go-To measuring mode of everything from advertising campaigns to zone defense efficiency. The advent of VR, AR, MR, AI and other technological wonders are forcing sports marketers to reevaluate their sales strategies to maximize revenue.

The conundrum that continues to defy the pivot table, algorithm, code line, headset-wearing, ear-budded brainiacs is the BH. How do you measure the emotional attachment to an 8-inch tall piece of polyresin?

Bobbleologists have traced the first nodding heads back to ancient Japan and China. Russian writer Nikolai Gogol's short story, The Overcoat, made reference to nodding and bobbing heads in 1842. In 1920, the New York Knickerbockers produced the first generic player bobblehead. In the 1960s, Major League Baseball rolled out bobbles made of papier mache.

Pedestrian promotions and in-game entertainment have their places in hyping fans interest in buying tickets. Common offerings include merchandise giveaways with every manner of logoed wardrobe additions, Mighty Mites (playing during halftime, the tinier the better), video boards on which fans share their 15 seconds of enlarged fame -- smooch cam, dance cam, sleep cam, scream cam, baby cam, cam cam. Kids' play areas, mascots, dance teams, circus acts, free food, player autographs, fan appreciation days, halftime contests, 50/50s, ethnic/national pride days, fireworks, post game concerts. Scroll through a few minor league baseball teams' 2018 promo schedules for what might have been omitted.
The number of bobblehead promotions proves that the little man is a giant in driving increased attendance. Similar to Legos, it seems that they propagate when your back is turned.

1-15-18 - Oakland A's
Retro Zombie

1-15-18 - Oakland A's
Coco Crisp

1-15-18 - Oakland A's
Khris Davis

Like millions of Baby Boomers, I was fixated by the various animals that bobbed their heads in the backs of many cars of our childhood. When I was lucky enough to become VP of Business Operations of the Oakland A's in 1981, we were looking for a creative way to sell tickets for our upcoming homestands. We quickly drafted Mr. O. A. Bobble.

We created different video board destruction dramas for each opponent. Our peaceful looking A's bobble was filmed watching the Detroit Tigers bobble falling off the Coliseum scoreboard and smashing to smithereens, the New York Yankees bobble was blown up by firecrackers, the Angels bobble was stepped on by an loaned Barnum and Bailey Circus elephant, and the Red Sox bobble was obliterated by a Louisville Slugger. Our A's bobble would just be smiling, bobbing and nodding in his role as an innocent bystander. Our fans loved it.

The American Journal of Business shows that bobblehead giveaways boost league-wide baseball attendance by almost 7,000 fans per game. Simple math shows that the upside of a $3 investment in a little figurine drives much larger profits in ticket sales. Teams hand out over three million little head-shakers every year and the magic doesn't seem to be coming to an end.

Bobbleheads are the Switzerland of sports promotions. They are ageless, diverse, collectible, monetizable, smiling, easy to display, hot-ticket sellers. The Quants posses that teams have been working overtime to discover an analytic marketing breakthrough and are  coming up empty.

It is really a very simple equation. BHG=IAxR -- BobbleHead Giveaways equal Increased Attendance times Revenue.

Andy Dolich, President, Dolich Consulting -- Dolich has held executive positions in the NFL (San Francisco 49ers), NBA (Memphis Grizzlies, Golden State Warriors, Philadelphia 76ers), MLB (Oakland A's), NHL (Washington Capitals) Pro Soccer and Lacrosse. Dolich is the Entrepreneur in Residence at Menlo College and co-author of

3-6-17 - Pops

Michael King (left), with an associate from USF (center), and Karla Granadino-King, are pictured at the Olympic Club in San Francisco,  proudly sharing with the world their  Pops Premium Rumpopo. A King family secret, Pops Premium Rumpopo is a  delicious rum cream liqueur recipe brewed in the family tradition.  The award winning recipe is a Belizean family favorite and now available at all Total Wine & More stores in California and Bay Area retailers.
For more information, visit

Pops - Original
Pops Back Label