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Don’t sweat the petty stuff, pet the sweaty stuff, or so the expression reads. I just can not let this one pass any longer. Why must event planners in college athletics insist on creating new events and putting the word “classic” in the name of the event? It is as bad as calling something a “First Annual” bla bla bla. It can’t be an annual event until a year has passed since the first one occurred. There is no such think as an “instant classic.” Something truly “classic” has be tried, tested, and loved by many.

I bring this up because on the LSUSports.net website was a banner ad for basketball event called the “84 Lumber Katrina Relief Basketball Classic.” No wonder education institutions in Louisiana are made fun of. Way to miss the easy lay-up there guys…

Let’s say you think of the word classic to mean a creation of the highest excellence. How can you know it is such a creation before the event has even taken place. It is nothing more than marketing symbolism over substance. While the intent for holding the event may be noble, and I stress “may be,” this is mediocre at its finest. Then again, would you expect anything more for LSU Sports Properties? I have written about their feeble marketing efforts before. Do you remember the “sponsoring” of the student section at football games? Yeah.. Jack in the box, official sponsor of the student section at football games. Note that it was the “official” sponsor. I am sure they’re out trying their most mediocre to see an unofficial sponsor.

This then begs the question, is there anyone at 84 Lumber that would recognized that their brand is being associated with a cheap marketing ploy? Does anyone at 84 Lumber care that their brand is being associated with a cheap marketing ploy that references one of the largest natural disasters in United States history? Or, is everyone at 84 Lumber so blinded by the purple and gold that just being associated with LSU is a good thing?

I am reminded of two major companies that pulled marketing campaigns after 9/11 because of the possible inferences that could e made to the attacks. Bud Light and Coke yanked ad campaigns right after the attacks. You all know the “real men of genus” radio commercials that air even now, don;t you? Do you also remember that they were originally called Real American Heroes? Yanked and redone after 9/11. Coke had billboards up all over the country that had the phrase “Coke is Life.” Yanked after 9/11.

I blame both parties but am embarrassed by LSU allowing this to go on. I will continue to ponder this and begin the creative process for a cheap marketing edition of the Red Sneaker Diaries for you to view in the near future.