National Sports Forum

1
National Sports Forum

• Presented by Dan Migala
• Publisher, The Migala Report

2
Overview

• Do Not Call List
• Data Collection
• New Orleans Saints
• Data Condensing/Organization
• Comcast-Spectacor
• New opportunities
• Dallas Stars campaign
• CAN-SPAM Act
• Boston Celtics

3
Do Not Call List

• 11,000 fine for violation
• Customer relationship organization becomes
  critical to continuing future sales

4
Do Not Call List

• Who you can call
• Customers who have purchased something (ticket,
  merchandise, etc.) in the past 18 months
• Fans who have registered for a sweepstakes in the
  past three months

5
Do Not Call List

• Who you cannot call
• Registered Do Not Call members who are not
  customers
• Customers who have requested to be removed off of
  your list

6
Do Not Call List

• Data collection becomes more important than ever

7
Do Not Call List

• New Orleans Saints
• Use high school football players to collect
  gameday attendee information
• Offer sweepstakes for trip to the Pro Bowl

8
Do Not Call List

• New Orleans Saints
• Asked questions like
• Preferred seat location
• Ticket usage (business, personal, etc.)
• Generated 25,000 names (68,000 capacity) from
  first home game

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Do Not Call List

• Our sales people now have something to talk
  about when they call and their permission to
  call. The percentages that which we have
  increased our chances for a sale are
  immeasurable. -Mike Stanfield, Dir. Ticket
  Sales, New Orleans Saints

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Universal Challenges

• Most teams do a great job of aggressively
  collecting data. However, they also will be the
  first to
• admit that they often do a less than good job of
  figuring out was to organize and use it.
• -Bobby Whitson, VP SmartDM

11
Data Condensing

• It's alright to be Goliath, but always act like
  David.
• Phil Knight, Chairman, Nike

12
Data Condensing

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

13
Data Condensing

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

14
Data Condensing

• 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

15
Data Condensing

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

16
Data Condensing

• Comcast-Spectacor
• Results
• ????

17
Data Condensing

• With the change in the business of selling
  tickets, we are attempting to be innovative in
  our sales and marketing techniques. We have found
  the best method of reaching customers is through
  direct mail, e-mail and customer relationship
  telemarketing.
• Peter Luukko, President, Comcast-Spectacor

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New Opportunities

• If something is too good to be true, it probably
  is.
• My dad (and probably yours too)

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New Opportunities

• Sometimes something that seems too good to be
  true turns out to be fact.
• Dallas Stars (and their fans)

20
New Opportunities

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

21
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

22
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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• CAN-SPAM Act
• Good news for sports teams
• Puts universal standard on e-mail marketing laws
• 1,000 fine per violation up to 1 million in
  fines

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• What it means
• E-mail sender puts physical postal address in
  messages
• Create electronic mechanism for them to opt-out
  via email
• For example This message was sent on behalf of
  (Team X) by Web Development Company, located at
  123 Main St., Anytown, US 55555.
• Must also give clear and conspicuous notice
  that the messages are ads

26
CAN-SPAM Act

• Boston Celtics
• Spur new ideas to e-market
• Asked fans if they wanted to continue to receive
  e-marketing
• 66 said yes
• Since then 60 open rate of e-mails

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CAN-SPAM Act

• There was so much emphasis on quantity with
  e-mail lists that we wanted to focus on quality
  and a one-to-one relationship with our fans. This
  was the first step. The whole idea of the
  CAN-SPAM Act is to provide protection for
  recipients from unwanted messages and this was
  our way of showing our fans that we understand
  this.
• Rich Gotham, EVP Business Affairs, Boston Celtics

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Do Not Call List CAN-SPAM Act

• You do have my permission to call/email me for
  in-depth report on Do Not Call List
• Dan_at_migalareport.com 312-602-4315