Ron Goch
The Telios Group
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Mail versus Pick-Up
April 3rd 2006
Many colleges and sports organizations mail season ticket holders their season tickets each year. A number of sports organizations host a party for season ticket holders where they can pick up their season tickets as well as some food, autographs and fun.
The Manchester Wolves, New Hampshire’s arenafootball2 team, hosted its annual party for season ticket holders on Sun, Apr 2 from 1 to 5 pm. The restaurant is a corporate partner of the Wolves and the season ticket holder party, along with other events throughout the season, is a part of the sponsorship.
The opportunity to pick up season tickets at first glance might seem to be an inconvenience for season ticket holders, but when you look a little closer, it’s a win-win-win strategy for the season ticket holders, the restaurant and the Wolves.
Fans have the opportunity to attend an exclusive team event with coaches, players and staff; receive autographs and take pictures with players and coaches; and enjoy free food and socialize with other Wolves season ticket holders.
The Wolves have the opportunity to get to know their season ticket holders and thank them for their support; answer questions and inform season ticket holders of any changes or new additions for the upcoming season; and the Wolves save a considerable amount of money on postage and the party and food are likely a trade agreement between the Wolves and restaurant.
The restaurant has the opportunity to introduce their business to the Wolves season ticket holders and generate revenue from drinks and additional food ordered throughout the evening; and could generate additional revenues by providing each person attending with a special bounce-back dinner offer for a future date.
This season ticket holder event seems like a terrific way to provide your season ticket holders with an exclusive and unique experience; it delivers what sponsors are looking for in a partnership by getting your season ticket holders in their business; and you have an opportunity to engage with your season ticket holders and reduce operating expenses as a result of the sponsored event.
Your turn to take a shot!
What event could you host that could achieve the same results as the Wolves season ticket holder party?
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Ron Goch, The Telios Group
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