Ron Goch
The Telios Group
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Let Fans “Test Drive” Your Events

March 5th 2006

Most college athletic programs have a courtesy car program, coach’s car program, or a similar auto dealership program where coaches and athletic administrators receive a courtesy car as a part of their employee benefits.
 

This is a neat program for the coaches, athletic administrators and auto dealerships, who usually receive sponsorship benefits – including season tickets – in exchange for the leasing of a vehicle.
 

Most sports organizations also have auto dealership sponsorships, or corporate partnerships.
 

How are you utilizing the car dealer program – for those of you who offer this – and partnerships to sell more tickets, or add to your prospective ticket buyer database so you can sell more tickets?
 

There are a number of neat programs, and one is the “Test Drive.”  As a part of the car dealer program and/or partnership, sports organizations include an allotment of tickets that are offered to people who take test drives.  As a part of your partnership, the dealership includes the ticket offer in all of its advertising and promotional efforts.
 

The test drive program has proven beneficial for all involved – the dealers, the test drive participants, and sports organizations.  The dealerships have a neat item to offer and entice prospective auto buyers to take a test drive; the test drive participants receive a valuable gift (game tickets) compliments of the dealership; and the sports organization receives a number of benefits.
 

First, those taking the dealer test drive, now have an opportunity to “test drive” one of your sporting events.  Second, you have the opportunity to build your prospective database with those who receive the tickets, compliments of the dealer.  Three, you have the opportunity to follow up the day after their “test drive” at your sporting event to thank them for coming out; see how they enjoyed their experience; and present a special ticket offer for a future game or extend a mini-plan offer.
 

There are many other strategies you could explore with auto dealerships and I encourage you to “test drive” each of them in an effort to sell more tickets, increase your prospect ticket buyer database, and generate more dealership foot traffic for your corporate partner.
 

Your turn to take a swing…
 

What are some of the strategies you’re implementing with your sports organizations to sell more individual event tickets and increase your prospective ticket buyer database?
 

All the best,
 

Ron Goch
The Telios Group
 

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