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Generating Ticket Sales for a Losing Season

April 28th 2006

Q. In your opinion how closely linked are sports marketing (such as promotions, give-away items, halftime performances and public relations) to ticket sales for an athletic event?  Meaning even if a team is having a losing season is it still possible through hard work and determination from a marketing side to have good attendance at the games?
 

A. The question of the day a few weeks ago centered on generating ticket sales when losses pile up and you can read about that post here for the answers to generating attendance whether you’re experiencing a winning or losing season.
 

As for how closely linked promotions, give-away items, half-time performances and alike are to generating solid ticket sales, I believe the total event and fan experience needs to be excellent every event you host to maintain solid ticket sales and garner repeat ticket sales…or to move a single-event ticket buyer to a mini-plan investor…and eventually to a full season ticket plan holder.
 

But regardless of wins and losses, you can always offer an excellent overall fan experience and be undefeated when it comes to customer service.
 

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Ron Goch, The Telios Group
Sign up for our free eNewsletter, the Telios Telegram
 

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The Vacation Exchange Program

April 27th 2006

Q. I’ve heard many pro teams have a “vacation exchange” ticket program and curious to know how effective this is and if this is something you’d recommend for college athletics?

A. The vacation exchange program is a neat program and benefit for season ticket holders who have the opportunity to exchange unused tickets – or tickets they’re unable to use because they’re on vacation or have a schedule event conflict – for tickets to a future game. (more…)

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The Importance of an Internship Experience

April 26th 2006

Q. How important is it for a person who would like to work in the sports business to complete an internship?

A. I’ve had the opportunity to serve as an intern as well as work with many interns over the years in the sports business. I enjoyed my internship experiences and believe it’s one of the best hands-on experiences a person can receive in preparation for a full-time job…whether you work in sports or not.

In our Telios Tips blog, there are two posts on internships you may want to check out for additional insights. Under the “Internships” category you will find a post in February 2006 and another in March 2006.

Your turn to take a shot!

What are your thoughts on internships and how a person can benefit from an internship experience?

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Ron Goch, The Telios Group 

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Building Brand Recognition in Sports

April 25th 2006

Q. What are some hurdles a company in the sports industry faces in building brand recognition and how can they overcome it?
 

A. One of the challenges sports marketers face is signing corporate partnerships that achieve the branding objectives of both its organization as well as its corporate partners.  Here are three examples of corporate partnerships that have successfully incorporated branding initiatives that should benefit both the sports organizations as well as the corporate partners:
 

Globetrotters Serve Up Soup for Health
 

Spalding on the Ball
 

CompUSA “Mad” about College Basketball
 

Your turn to take a shot!
 

What are you doing to incorporate your branding initiatives, as well as your corporate partners, in each of your partnership programs?
 

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Ron Goch, The Telios Group
Sign up for our free eNewsletter, the Telios Telegram
 

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Father’s Day Ticket Sales Promotions

April 24th 2006

Q. Last week you provided some ticket sales strategies for Mother’s Day.  What ticket sales strategies would you recommend for Father’s Day?
 

A. We provided a post at Telios Tips last week on April 21st for Father’s Day that you may want to check out.
 

Your turn to take a shot!
 

What ticket sales promotions or strategies will you be implementing near Father’s Day at one of your sporting events?
 

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Ron Goch, The Telios Group
Sign up for our free eNewsletter, the Telios Telegram
 

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Mother’s Day Ticket Sales Promotions

April 21st 2006

Q. What ticket sales promotions or strategies would you recommend for Mother’s Day?

A. Check out the post at Telios Tips on April 20th that includes Mother’s Day events you may find interesting and helpful with your ticket sales promotions for games near Mother’s Day.

Your turn to take a shot!

What ticket sales promotions or strategies will you be implementing in celebration of Mother’s Day?

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Ron Goch, The Telios Group 

Sign up for our free eNewsletter, the Telios Telegram 

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Unique and Effective Baseball Theme Nights

April 20th 2006

Q. What are some unique, yet effective, theme night promotions you’d recommend for baseball and/or softball?

A. Here are a two unique ticket sales theme nights you may want to consider for baseball and/or softball:

Third Annual Somerset Patriots Twins Day

Annual Somerset Patriots Car Show 

Your turn to take a shot!

What are some unique and effective ticket sales theme nights you’re hosting thi season for baseball and/or softball?

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Ron Goch, The Telios Group 

Sign up for our free eNewsletter, the Telios Telegram 

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Movie Recommendations for Sales Team

April 19th 2006

Q. In an effort to motivate my staff to sell tickets in a tough market, I’d like to bring our sales team together to watch a movie instead of our weekly sales team meeting, or hosting a sales contest, or asking them to read something on sales best practices. Is there a movie would you would recommend that’s inspiring and relative to our situation?

A. A neat idea. I watched a movie on television about four years ago that was about a door to door salesman who had an unbelievable spirit, was his company’s sales leader, and overcame a great deal of adversity.

The movie is based on a true story about Bill Porter, whose enthusiasm and determination, despite having cerebral palsy, are remarkable.

Another movie you might consider is “The Go Getter,” which also has a great story line about a guy with boundless enthusiasm and determination to overcome numerous challenges.

Your turn to take a shot!

What movies would you recommend that would be beneficial and inspiring for a sales team?

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Ron Goch, The Telios Group 

Sign up for our free eNewsletter, the Telios Telegram 

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The 10-Day Challenge

April 18th 2006

Q. How are you doing with the 10-Day Challenge?
 

A. I’m doing much better than my first and second tries, which didn’t go so well!
 

In The Telios Group blog, I posted information about the 10-Day Challenge, and if you haven’t heard about it, you may want to use the 10-Day Challenge link to learn more about it.
 

It was much more challenging than I originally anticipated and I actually have posted a couple of times on our various blogs on how I believe this is a wonderful exercise and I believe anyone who hasn’t tried it should give it a shot.
 

Whether you think you’re a positive thinker or not, the 10-Day Challenge will likely improve your positive thinking and assist you with being even more consistent with your positive thoughts.
 

It’s definitely helped me, and I’m someone who thought I was a positive thinker!  I’m an improved positive thinker thanks to the 10-Day Challenge, which I’m still in the midst of achieving.
 

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Ron Goch, The Telios Group
Sign up for our free eNewsletter, the Telios Telegram
 

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Best Book for Positive Thinking

April 17th 2006

Q. You’ve communicated your thoughts on “positive thinking” in The Telios Group blog and the Telios Tips blog. Have you read a book or has someone been influential in your life that helped you develop a positive attitude?
 

A. First, thank you for keeping up with the blogs.  I have been posting a lot about positive thinking and how we choose our attitude, and it’s likely because I’m learning that keeping a positive attitude towards running (I’m training to run in my first marathon) makes a big difference in my daily runs.
 

I’ve heard and read a lot of things about why we should have a positive attitude, and how it takes more muscles to frown than it does to smile, and how it’s good for the heart when we think positive thoughts. But as I once heard someone say, just because we’ve heard it doesn’t necessarily mean we’ve learned it.
 

One of the most influential books I’ve ever read on positive thinking was written many years ago by James Allen and it’s called “As a Man Thinketh.” It’s a wonderful book. It’s a short read; around 50 pages, but one that had a big impact on my attitude and understanding the power of my thoughts.
 

If you’ve never read “As a Man Thinketh,” I encourage you to read it today.  It won’t take very long, but if you enjoy it as I did, you likely will read a second time and refer to it often.
 

Your turn to take a swing!
 

What book or books have you read that have positively impacted your thoughts and attitude?
 

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Ron Goch, The Telios Group
Sign up for our free eNewsletter, the Telios Telegram
 

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Expect Excellence Every Play Every Day

April 14th 2006

Q. I’ve always been a perfectionist, but I’ve learned over the years not everything can be “perfect.”  What recommendations do you have for having high expectations for my staff, but not making them feel like they need to be perfect in all they do?
 

A. I can certainly relate to how you feel.  I’ve always had high expectations for myself and others, and I’ve learned over the years not to expect perfection, but excellence.
 

Those who know me understand I don’t settle for mediocrity, especially when it comes to effort.  I learned through sports to always give the very best effort in all I do – every play, every day.  I’ve carried that with me in all I do.
 

As a coach, mentor, teacher or leader, it’s important to: 1) Clearly communicate your expectations to your team, staff, or students; 2) Expect and model the same expectations of yourself as you do others; and 3) Catch your team, staff, or students achieving excellence and praise them for their efforts and achievements.
 

Your turn to take a shot!
 

How do you set high expectations for your staff and then work together as a team to achieve and celebrate?
 

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Ron Goch, The Telios Group
 

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Unproductive to Effective Meetings

April 13th 2006

Q. We really struggle with our meetings.  They’re just not productive, and whether we have an agenda or not, we seem to get derailed or off the primary reasons why we should be meeting.  Do you have any thoughts, suggestions or recommendations to make our meetings more productive?
 

A. I believe we’ve all experienced our share of not so productive meetings.  A great book I read a few years ago on meetings was written by Patrick Lencioni titled “Death by Meeting.”  It’s a fictional story about an executive I believe you will be able to relate to and learn how to make your meetings more effective.
 

Your turn to take a shot!
 

What meeting tips, strategies and resources have you used to make your meetings more effective?
 

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Ron Goch, The Telios Group

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Celebrating Anniversaries and Milestones

April 12th 2006

Q. What are sports teams doing to celebrate anniversaries (for example, 100 years of football), as well as coaching milestones?

A. Here are three examples of anniversaries and three examples of coaching milestone celebrations for you to review:

100 Years of Florida Gators Football 

Hog Heaven: 100 Years of Harley-Davidson 

Hawthorne Football Club: Celebrating Glenferrie 

Pat Summitt: All-Time Winning Coach 

500th Win Committee Formed for HS Coach 

Coach Joins the 700-Win Club 

Your turn to take a shot!

What events and activities have you created and hosted over the years to commemorate anniversaries and coaching milestones?

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Ron Goch, The Telios Group 

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Generate Ticket Sales When Losses Pile Up

April 11th 2006

Q. What does a college athletics department do when it has a long history of non-competitive teams (especially in football, men’s and women’s basketball) about generating new season ticket buyers?
 

A. I’ve heard numerous times over the years, “If we don’t win, we don’t sell tickets.  It’s that simple.”  It would be nice to win every year, but even winning doesn’t guarantee ticket sales, and in each sport, only one team walks away with a championship.
 

So what do the rest of the teams do to sell tickets?  How can tickets be sold if a team has a long history of non-competitiveness or if a team is down one year, or even a couple years?
 

One strategy I recommend is focusing your time, efforts and resources on developing a solid group ticket sales program.  There are so many companies, organizations, clubs and associations looking for fun activities for its employees, associates, clients, and members.
 

There are so many different theme nights you can offer and you have opportunities to create memories of a lifetime for the group attendees.
 

Just think about the event experiences you can provide group attendees that no one else can offer, and how most group attendees – especially kids – are more concerned about the fun experiences they’re going to have, the fun and games, the cotton candy and inflatable games versus the actual game, your record or who you’re playing that night.
 

It’s all about “the event;” not just the game.  What kind of overall “event experience” can you deliver to group attendees?
 

Another great thing about groups is the high show rate versus the high percentage of no-shows experienced with season ticket holders when the team isn’t winning.
 

Group ticket sales is a proven strategy for filling seats when the team is down or when a sport is experiencing multiple losing seasons.
 

Your turn to take a shot!
 

What ticket sales strategies do you implement during a down year or when your team isn’t winning?
 

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Ron Goch, The Telios Group

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Fostering Relationships & Fulfilling Dreams

April 10th 2006

Q. Last Month you shared some ideas on how we could connect our players with fans, and most of the strategies were at our facility.  What strategy or ideas do you have for connecting our players in the community?
 

A. On March 10, I did write about Connecting Players with Fans, and just last week I read a story about how the Greater Baltimore Committee hosted its 27th annual luncheon with the Orioles and community business people since 1979.
 

The event attracted 450 employees from 61 different businesses, and has been an excellent way to foster relationships in the community and with businesses, while also providing a unique experience for Orioles fans.
 

Your turn to take a swing!
 

What events are you hosting with your players and coaches to bring them together with fans in an effort to foster a greater connection with fans, season ticket holders, and businesses throughout your community?
 

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Ron Goch, The Telios Group

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MLB Group Ticket Sales Off the Charts

April 7th 2006

Q. With baseball in full swing, what do you see as the biggest break-through or business success for MLB? 

A. Without question, group ticket sales have been off the charts.

Check out this article on the Milwaukee Brewers group ticket sales its first weekend, which found the club up 40 percent over last year’s numbers in just its first weekend.

Your turn to take a shot!

What do you see as Major League Baseball’s greatest business success so far this season?

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Ron Goch, The Telios Group      

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Hurricanes Scoring on and off the Ice

April 6th 2006

Q. What’s the general consensus on how the NHL hockey lockout has affected hockey, and do you believe the fans will return to support hockey?

A. I’m surprised to see how quickly many NHL teams have garnered and rallied the support of hockey fans this season following the lockout.

A recent article regarding the Hurricanes, it’s success on the ice as well as in the box office will give you a good idea how their fans have supported their team, and next season may turn out to be an all-time record high for season tickets and attendance for the Hurricanes.

Your turn to take a shot! 

What are your thoughts on how the NHL lockout has affected hockey?

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Ron Goch, The Telios Group

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Successful Game-Day Promotions

April 5th 2006

Q. What are some successful game-day promotions that put people in the seats?

A. The most effective game-day promotions to “put people in the seats” involve ticket sales strategies and are planned well in advance of “game day.”

Group themed events such as a Girl Scouts Pajama Jam, a Teacher’s Appreciation Night, or a Faith and Family Day have each proven to be successful ticket sales initiatives.

Your turn to take a shot!

What game-day promotions have you tied into ticket sales initiatives to increase your ticket sales?

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Ron Goch, The Telios Group 

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Faculty and Staff: Paid or Free Tickets

April 4th 2006

Q. Do you feel faculty and staff members should receive free admission to college athletics events?
 

A. It certainly would be appropriate to invite a faculty or staff member to an athletics event and provide a one-time complimentary ticket.  However, I don’t believe faculty and staff should receive complimentary season tickets.
 

I’d offer faculty and staff a special discount on season tickets as Stanford Athletics recently did when it offered faculty and staff 50 percent off season tickets in a special faculty and staff seating section for the 2006 Stanford football games.
 

Your turn to take a shot!
 

What kind of discount or seating section do you offer your faculty and staff?
 

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Ron Goch, The Telios Group

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External Collaborations to Sell Tickets

April 3rd 2006

Q. You’ve shared ways to collaborate between marketing and community relations.  What about external collaboration ideas or programs to sell more tickets?
 

A. The Southwest Michigan Devil Rays and the Battle Creek Knights are collaborating on a neat baseball-basketball doubleheader ticket offer.  Two separate events and two tickets for just $10.
 

The Southwest Michigan Devil Rays are also doing a neat kids program in collaboration with The Dow Chemical Company called Project Kids where tickets are sponsored for youth to attend the Devil Rays games.
 
Your turn to take a shot!
 

What external group, organization or company could you collaborate with in an effort to achieve dual objectives and sell more tickets to your sporting events?
 

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Ron Goch, The Telios Group

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