Paciolan Webinar

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Paciolan Webinar

• Presented by Dan Migala
• Publisher, The Migala Report
• Dan_at_migalareport.com

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Introduction

• Ticketing problems
• Projecting revenue potential
• Designing online-exclusive business plans
• Integrating offline initiatives online
• Human and capital resources
• Increased pressure from management to generate
  online revenue

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• THEN
• You cant control what happens on the field, but
  you can control the fans experience.
• Bill Veeck
• NOW
• Were an Internet company
• Ted Leonsis, Washington Capitals

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Email marketing

• 2002 500 million e-mail messages sent daily
• 2005 5 billion e-mail messages will be sent
• Source Institute for the Future Study
• USPS handles 293 million pieces daily

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Email marketing

• How do you transfer traditional marketing online?
• UCLA
• Football game times are often not scheduled until
  10 days before
• Have to notify fans of game times

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Email marketing

• Postcard mailing
• 35,000 season ticket holders
• 0.22 first-class postcard
• 7,700 investment per game
• 38,000 over 5-game schedule

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Email marketing

• Not only less expensive, but better response
  rates
• Email response rates 10 to 17
• Direct mail response rates 0.5 to 5
• Source Message Media
• Dallas Stars
• Click-through rate of 40-45 for email campaigns

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Email marketing

• How do you create email marketing strategy?
• Collect
• Condense
• Maintain
• Service

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Email marketing

• Collect
• Discover new methods to collect
• Incoming phone calls
• Web sites
• Promotions
• Ticket sales

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New Opportunities

• Dallas Stars campaign
• Create new Stars fans
• Increase ticket sales
• Develop marketing database
• Do it on the cheap

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New Opportunities

• Dallas Stars campaign
• E-mail chain letter sent from employees to at
  least 10 friends/family members
• Letter gave fans free tickets at eight-games this
  fall on first-come, first-served basis
• Incentives for employees whose original e-mails
  triggered the most responses receive prizes

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New Opportunities

• Dallas Stars campaign
• Results
• 48,000 registrants
• Not everyone will get free tickets but everyone
  will get discounts
• Community goodwill
• Ticket cost is minimal compared to cost of
  creating marketing database

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New opportunities

• Dallas Stars campaign
• I dont know of any other team thats done this
  viral e-mail campaign. It is obvious that we not
  only discovered something interesting here but a
  very effective sales tool.
• Bryan Perez, EVP Marketing, Dallas Stars

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Email marketing

• Comcast-Spectacor
• 5,000 different sources of customer data
• Properties
• Philadelphia 76ers
• Philadelphia Flyers
• AHL, minor league baseball, MISL teams
• Facilities

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Email marketing

• Comcast-Spectacor
• Challenge
• Create universal electronic data warehouse
• Technical
• Organizational
• Strategic

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Email marketing

• We are in an evolving period right now as the
  trend shifts from mass marketing to marketing
  directly on a one-on-one basis, and our ownership
  realizes how important CRM is to our future
  success.
• - Lara Price, Sen. Vice President, Philadelphia
  76ers

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Email marketing

• Goal
• Increase ticket sales
• Enhance fan affinity and involvement
• How
• Target customer preferences
• Cater to ticket purchasing history
• Tactics
• Electronic and direct mail
• Telemarketing

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Email marketing

• Maintain
• Average email address has a shelf life of 18 to
  24 months
• Source E-mail knowledge
• Software available to clean dead addresses
• Customer service/maintenance

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Email marketing

• Maintain
• Give them value that even if they change their
  address they will re-sign up
• Sports Illustrated
• Send twice weekly emails that compliment
  editorials in magazines

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Email marketing

• When we interview our fellow SI writers, what
  were looking for is the juicy stuff that we
  would tell our friends if we had written the
  story ourselves. Often its a great anecdote that
  doesnt fit in the story but the writer is just
  dying to sell someone.
• Pete McEntegart, SI reporter who contributes to
  SI Extra

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Email marketing

• Maintain
• SI Extra
• Launch 11,000 subscribers
• 12 months later 150,000 subscribers

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Email marketing

• Service
• Include a response mechanism allowing fans to
  remove from mailing list.
• Include a feedback link for fan commentary.

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• For a copy of this presentation
• Contact Dan Migala
• The Migala Report
• 312-602-4315
• dan_at_migalareport.com
• http//www.migalareport.com