Ron Goch
The Telios Group
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Treat Secretaries like the CEO
June 30th 2006
Here’s a question to consider: When you speak with secretaries, administrative assistants and gate keepers, do you treat them – each and every time you speak with them – the same as you do your client or main contact?
If so, good for you! If not, why not?
Secretaries, administrative assistants and gate keepers are just as important as anyone else you visit with on a daily basis; and that includes team owners, athletic directors, CEOs, COOs and CFOs!
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Ron Goch, The Telios Group
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Do You Know Your Customers?
June 29th 2006
How well do you know your customers? Do you know them well? Do you know what’s important to them? What they like and dislike?
What achievement is tops on your clients list? When is their birthday? What groups and/or associations are they a member for support?
What do you know about your client’s family? How active is your client in their respective community?
How could the answers to these questions – as well as many others – assist you with developing a closer relationship with your customers, as well as the ability to address your clients needs and provide support to meet their goals and objectives?
For most of us – and I place myself at the top of this list – we could improve our customer knowledge so we easily recognize and take advantage of opportunities to assist our clients.
I’ll start today with one of our clients by asking more questions in an effort to improve what I know and hopefully discover along the way a new way I can assist a client or two this week.
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Ron Goch, The Telios Group
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La Tech Offers DVD with Season Tickets
June 28th 2006
Louisiana Tech, which went 7-4 and defeated then-ranked No. 23 Fresno State in its football season finale, is offering each of its season ticket holders a complimentary DVD highlighting the 2006 season.
La Tech has created a sense of urgency among the season ticket holders by offering the complimentary DVD for those who renew by June 30.
You can read more about the La Tech DVD offer here.
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Ron Goch, The Telios Group
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LSU to Offer Unified Point System
June 27th 2006
LSU will offer a unified point system to determine the distribution of football tickets beginning with the Tigers 2006 post-season.
You can read about all the details of this program here.
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Ron Goch, The Telios Group
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Marshall Hosts “Choose a Seat” Event
June 26th 2006
The Marshall Athletics Department hosted a “Choose a Seat” event this past Saturday where fans had the opportunity to view, sit and choose seats from those available for Marshall football.
You can read about this event here.
If you haven’t hosted a “Choose a Seat,” “Select-a-Seat,” or Open House event for prospective season ticket holders to view available seats, sit in the seats available, choose their seats, as well as tour your facilities and get to know your staff, coaches and student-athletes, you may want to consider hosting a similar event.
In addition to the above activities, you could also provide attendees the opportunity to play on your field, or on your court if you choose to do for football and/or volleyball. It’s an event that’s ideal for any sports team.
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Ron Goch, The Telios Group
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Offer a Pre-Grand Opening
June 23rd 2006
I’ve been receiving a lot of fun stuff in the mail lately, so I thought I’d share another direct mail piece we recently received.
A new theater opened near our home, and as a member of our local chamber of commerce, I received a complimentary pass for me and a guest to attend a “Pre-Grand Opening” event. I’ve heard of grand openings, but not a pre-grand opening.
I was traveling on business and didn’t have the opportunity to take advantage of the offer, but it seemed like a neat opportunity sports teams could offer it’s season ticket holders when a new sports facility has been completed.
The post card I received offered a FREE movie, FREE Popcorn, FREE drinks, and FREE Candy.
Also, the post card featured two additional coupon offers for future movies.
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Ron Goch, The Telios Group
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Seeds for Your Free Time
June 22nd 2006
I received in the mail – as we all do daily – a direct mail piece and I thought I’d share one of the ideas you may find useful (or maybe not) in a future promotional piece.
The envelope stated I had received a “free gift inside.” I opened the envelope, didn’t bother reading the literature and went right for my “gift,” which turned out to be seeds to plant sunflowers.
Written on the front of the envelope was “Our free gift to you to start something new.” On the back of the envelope, “The seeds are for your free time. This seminar is for your lifetime!”
Clever, but I think I’ll pass on the seminar so I can plant my sunflower seeds.
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Ron Goch, The Telios Group
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Offer Adult Clinics
June 21st 2006
While traveling on business last week, I came across a flyer promoting adult ice hockey clinics in June and July. It occurred to me that many sports teams frequently offer youth clinics but rarely do I see clinics targeting adults.
I think it’s a great idea and something we should do more. Remember, though, whether you’re in season or out of season, always include in the clinic package at least one ticket to a selected sporting event.
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Ron Goch, The Telios Group
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Syracuse Implements Executive Club Seating
June 20th 2006
If you don’t presently offer executive club seating in your ticket packages, you may want to check out check out what Syracuse is offering its football and basketball fans in 2006-07.
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Ron Goch, The Telios Group
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Jacksonville Jaguars Create Sense of Urgency
June 19th 2006
The Jacksonville Jaguars are creating a sense of urgency for fans and prospective ticket buyers. In a recent newspaper story, the Jags were able to get the word out that their sales were moving along well, and also communicated single-game tickets will go on sale in less than two weeks.
This helps the Jags in a couple of ways. One, it gives those season ticket prospects sitting on the fence a little nudge to buy their tickets now or risk not being able to get the seats they desire on a single-game basis.
Secondly, it promotes the date when single-game tickets will go on sale and sends a message to the single-game buyers to purchase the day tickets are available or risk not getting the tickets to games they’d like to attend.
How can you create a sense of urgency among your prospective ticket buyers?
You can read the Jags ticket story here.
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Ron Goch, The Telios Group
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Would you like fries with that?
June 16th 2006
Airlines have mastered seat upgrades. Why couldn’t sports teams do the same?
Sports teams have numerous opportunities – just like airlines – to offer seat upgrades: Online purchases, walk-up purchases, group ticket purchases, and season ticket holders who would like to upgrade their seats for selected games.
Fast food restaurants ask regularly, “Would you like fries or a drink with that?” Sports teams could easily do the same, and generate a significant amount of incremental ticket revenue.
Give it a shot and see how it impacts your bottom line.
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Ron Goch, The Telios Group
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Branding in Promotional Codes
June 15th 2006
I recently enjoyed a sandwich at Subway and picked up a coupon from the counter that offered a discount to a Fourth of July fireworks show. On the coupon, it stated “Use promo code ‘Eat Fresh’ to get $5.00 off tickets online…”
It’s pretty clever of Subway to utilize the promo code as an opportunity to build upon its brand by placing their slogan / branding statement in the promotional code.
The next time you offer an online ticket discount, try using your marketing slogan or branding statement as the code.
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Ron Goch, The Telios Group
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Inspect What You Expect
June 14th 2006
It’s important to monitor sales on a daily basis. Not weekly or monthly…daily.
With daily check-ups, sales managers are able to ensure best practices are being successfully implemented so executives achieve their individual goals.
Daily monitoring of sales and the sales process also provides opportunities for sales coaching and proper development of sales executives.
As the saying goes, “You must inspect what you expect.”
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Ron Goch, The Telios Group
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Texans Offer Fans All Access Event
June 13th 2006
The NFL’s Houston Texans offered its fans an All Access event that include self guided facility tours of the locker room and weight room, as well as live music.
Additionally, coaches and players were available and the team unveiled its marketing theme for the 2006 season – “I’m a Texan.”
You can read about the All Access event here.
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Ron Goch, The Telios Group
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Keeping up with the Jones’s
June 12th 2006
The Milwaukee Brewers, who have experienced a surge in group ticket sales this season, will renovate suites in its stadium to accommodate additional group parties.
Other MLB teams, as well as NBA, NFL and NHL teams are doing the same. Could college athletics be next?
You can check out the story here.
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Ron Goch, The Telios Group
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Host Town Hall Meetings with Fans
June 9th 2006
The Miami University Athletics Department has created and began implementing three Town Hall Meetings with its fans to solicit their feedback, thoughts and ideas on the RedHawks new hockey facility – the Goggin Ice Center.
You can check out information for the Miami Town Hall Meetings here, along with video from the first two meetings.
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Ron Goch, The Telios Group
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Kids Day and Job Shadow
June 8th 2006
The WNBA – celebrating its 10-year anniversary this year – took a page out of minor league baseball’s promotions book when it began successfully hosting midday weekday games.
Since the WNBA plays its games during the summer, one of the primary target markets for day games has been kids attending day cares and day camps.
The Detroit Shock offers 50 youth a unique opportunity to shadow a Shock staff member during its day game activities. You can check out information on the Shock’s job shadow promotion here.
If more women’s college basketball programs offered a day game, I believe they’d experience similar success targeting schools during its traditional basketball months between November and March. Additionally, any men’s or women’s sports team could offer the job shadow opportunity for kids.
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Ron Goch, The Telios Group
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Ticketmaster Promotes WNBA Family Packs
June 7th 2006
Check out what Ticketmaster is doing in a collaborative effort with the WNBA – which is celebrating its 10th year – to promote six teams Family Pack offers. You can access the Ticketmaster page here.
Take note of the different offers and the fact, for example, Indiana has both a title and presenting sponsor of its Family Nights. The Fever – who are off to a great start this season – have put together a ticket package that also includes food and a T-shirt.
The fact they’ve not only sold a title sponsorship, but also a presenting sponsorship illustrates the value of the corporate partnership, marketing and ticket sales teams working together to maximize revenue opportunities.
The McDonald’s title sponsorship is an ideal partnership for promoting the Family Nights, and The Indianapolis Star as the presenting (media) partner offers the advertising (visibility and awareness) to support the ticket sales program.
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Ron Goch, The Telios Group
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Basketball Helping Sell Football
June 6th 2006
It’s not very often you see a college athletics program take advantage of a successful basketball season to promote it’s football season the next fall, but that’s exactly what Northwestern State is doing.
You can check out its football season ticket offer here.
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Ron Goch, The Telios Group
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Celebrate Your Birthday in Baseline Box
June 5th 2006
Last week I posted information about the Detroit Shock’s innovative Kids VIP Experience program, and the Shock have created another neat program in an effort to offer a unique experience and sell tickets – the Baseline Box.
Check it out here.
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Ron Goch, The Telios Group
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One Nation and 200 Prizes
June 2nd 2006
Check out the Raider’s “One Nation: 200 Prizes” program for season ticket holders here.
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Ron Goch, The Telios Group
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Ticket Sales Idea for Out of Town Fans
June 1st 2006
New Mexico State recently announced a neat idea marketing to out of town fans. You can check it out here.
Although a football ticket sales strategy, it’s called the Triple Play. I guess “Field Goal” doesn’t carry the same excitement as a Triple Play.
Well, hopefully NMSU hits a homerun with the new ticket sales strategy!
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Ron Goch, The Telios Group
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