National Sports Forum Presented by: Dan Migala Publisher, The Migala Report
Overview <ul><li>Do Not Call List </li></ul><ul><li>Data Collection </li></ul><ul><ul><li>New Orleans Saints </li></ul></u...
Do Not Call List <ul><li>• $11,000 fine for violation </li></ul><ul><li>• Customer relationship & organization becomes ...
Do Not Call List <ul><li>Who you can call </li></ul><ul><ul><li>Customers who have purchased something (ticket, merchandis...
Do Not Call List <ul><li>Who you cannot call </li></ul><ul><ul><li>Registered Do Not Call members who are not customers </...
Do Not Call List <ul><li>Data collection becomes more important than ever </li></ul>
Do Not Call List <ul><li>New Orleans Saints </li></ul><ul><ul><li>Use high school football players to collect gameday atte...
Do Not Call List <ul><li>New Orleans Saints </li></ul><ul><ul><li>Asked questions like: </li></ul></ul><ul><ul><ul><li>Pre...
Do Not Call List <ul><li>“ Our sales people now have something to talk about when they call and their permission to call. ...
Universal Challenges <ul><li>“ Most teams do a great job of aggressively collecting data. However, they also will be the ...
Data Condensing <ul><li>“ It's alright to be Goliath, but always act like David.” </li></ul><ul><ul><ul><li>Phil Knight, C...
Data Condensing <ul><li>Comcast-Spectacor </li></ul><ul><ul><li>5,000 different sources of customer data </li></ul></ul><u...
Data Condensing <ul><li>Comcast-Spectacor </li></ul><ul><ul><li>Challenge </li></ul></ul><ul><ul><ul><li>Create universal ...
Data Condensing <ul><li>“ We are in an evolving period right now as the trend shifts from mass marketing to marketing dire...
Data Condensing <ul><li>Goal </li></ul><ul><ul><ul><li>Increase ticket sales </li></ul></ul></ul><ul><ul><ul><li>Enhance f...
Data Condensing <ul><li>Comcast-Spectacor </li></ul><ul><ul><li>Results </li></ul></ul><ul><ul><ul><li>???? </li></ul></ul...
Data Condensing <ul><li>“ With the change in the business of selling tickets, we are attempting to be innovative in our sa...
New Opportunities <ul><li>” If something is too good to be true, it probably is.” </li></ul><ul><ul><ul><ul><ul><li>My dad...
New Opportunities <ul><li>“ Sometimes something that seems too good to be true turns out to be fact.” </li></ul><ul><ul><u...
New Opportunities <ul><li>Dallas Stars campaign </li></ul><ul><ul><li>Create new Stars fans </li></ul></ul><ul><ul><li>Inc...
New Opportunities <ul><li>Dallas Stars campaign </li></ul><ul><ul><li>E-mail chain letter sent from employees to at least ...
New Opportunities <ul><li>Dallas Stars campaign </li></ul><ul><ul><li>Results </li></ul></ul><ul><ul><ul><li>48,000 regist...
New opportunities <ul><li>Dallas Stars campaign </li></ul><ul><ul><li>“ I don’t know of any other team that’s done this vi...
<ul><li>CAN-SPAM Act </li></ul><ul><ul><li>Good news for sports teams </li></ul></ul><ul><ul><li>Puts universal standard o...
<ul><li>What it means </li></ul><ul><ul><li>E-mail sender puts physical postal address in messages </li></ul></ul><ul><ul>...
CAN-SPAM Act <ul><li>Boston Celtics </li></ul><ul><ul><li>Spur new ideas to e-market </li></ul></ul><ul><ul><li>Asked fans...
CAN-SPAM Act <ul><li>“ There was so much emphasis on quantity with e-mail lists that we wanted to focus on quality and a o...
Do Not Call List & CAN-SPAM Act <ul><li>You do have my permission to call/email me for in-depth report on Do Not Call List...
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National Sports Forum Presented by: Dan Migala

Published on: Mar 3, 2016
Source: www.slideshare.net


Transcripts - National Sports Forum Presented by: Dan Migala

  • 1. National Sports Forum Presented by: Dan Migala Publisher, The Migala Report
  • 2. Overview <ul><li>Do Not Call List </li></ul><ul><li>Data Collection </li></ul><ul><ul><li>New Orleans Saints </li></ul></ul><ul><li>Data Condensing/Organization </li></ul><ul><ul><li>Comcast-Spectacor </li></ul></ul><ul><li>New opportunities </li></ul><ul><ul><li>Dallas Stars campaign </li></ul></ul><ul><li>CAN-SPAM Act </li></ul><ul><ul><li>Boston Celtics </li></ul></ul>
  • 3. Do Not Call List <ul><li>• $11,000 fine for violation </li></ul><ul><li>• Customer relationship & organization becomes critical to continuing future sales </li></ul>
  • 4. Do Not Call List <ul><li>Who you can call </li></ul><ul><ul><li>Customers who have purchased something (ticket, merchandise, etc.) in the past 18 months </li></ul></ul><ul><ul><li>Fans who have registered for a sweepstakes in the past three months </li></ul></ul>
  • 5. Do Not Call List <ul><li>Who you cannot call </li></ul><ul><ul><li>Registered Do Not Call members who are not customers </li></ul></ul><ul><ul><li>Customers who have requested to be removed off of your list </li></ul></ul>
  • 6. Do Not Call List <ul><li>Data collection becomes more important than ever </li></ul>
  • 7. Do Not Call List <ul><li>New Orleans Saints </li></ul><ul><ul><li>Use high school football players to collect gameday attendee information </li></ul></ul><ul><ul><li>Offer sweepstakes for trip to the Pro Bowl </li></ul></ul>
  • 8. Do Not Call List <ul><li>New Orleans Saints </li></ul><ul><ul><li>Asked questions like: </li></ul></ul><ul><ul><ul><li>Preferred seat location </li></ul></ul></ul><ul><ul><ul><li>Ticket usage (business, personal, etc.) </li></ul></ul></ul><ul><ul><li>Generated 25,000 names (68,000 capacity) from first home game </li></ul></ul>
  • 9. Do Not Call List <ul><li>“ 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 </li></ul>
  • 10. Universal Challenges <ul><li>“ Most teams do a great job of aggressively collecting data. However, they also will be the first to </li></ul><ul><li>admit that they often do a less than good job of figuring out was to organize and use it.” </li></ul><ul><li>-Bobby Whitson, VP SmartDM </li></ul>
  • 11. Data Condensing <ul><li>“ It's alright to be Goliath, but always act like David.” </li></ul><ul><ul><ul><li>Phil Knight, Chairman, Nike </li></ul></ul></ul>
  • 12. Data Condensing <ul><li>Comcast-Spectacor </li></ul><ul><ul><li>5,000 different sources of customer data </li></ul></ul><ul><ul><ul><li>Properties </li></ul></ul></ul><ul><ul><ul><ul><li>Philadelphia 76ers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Philadelphia Flyers </li></ul></ul></ul></ul><ul><ul><ul><ul><li>AHL, minor league baseball, MISL teams </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Facilities </li></ul></ul></ul></ul>
  • 13. Data Condensing <ul><li>Comcast-Spectacor </li></ul><ul><ul><li>Challenge </li></ul></ul><ul><ul><ul><li>Create universal electronic data warehouse </li></ul></ul></ul><ul><ul><ul><ul><li>Technical </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Organizational </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Strategic </li></ul></ul></ul></ul>
  • 14. Data Condensing <ul><li>“ 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.” </li></ul><ul><ul><ul><ul><ul><li>Lara Price, Sen. Vice President, Philadelphia 76ers </li></ul></ul></ul></ul></ul>
  • 15. Data Condensing <ul><li>Goal </li></ul><ul><ul><ul><li>Increase ticket sales </li></ul></ul></ul><ul><ul><ul><li>Enhance fan affinity and involvement </li></ul></ul></ul><ul><li>How </li></ul><ul><ul><ul><li>Target customer preferences </li></ul></ul></ul><ul><ul><ul><li>Cater to ticket purchasing history </li></ul></ul></ul><ul><li>Tactics </li></ul><ul><ul><ul><li>Electronic and direct mail </li></ul></ul></ul><ul><ul><ul><li>Telemarketing </li></ul></ul></ul>
  • 16. Data Condensing <ul><li>Comcast-Spectacor </li></ul><ul><ul><li>Results </li></ul></ul><ul><ul><ul><li>???? </li></ul></ul></ul>
  • 17. Data Condensing <ul><li>“ 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.” </li></ul><ul><ul><ul><li>Peter Luukko, President, Comcast-Spectacor </li></ul></ul></ul>
  • 18. New Opportunities <ul><li>” If something is too good to be true, it probably is.” </li></ul><ul><ul><ul><ul><ul><li>My dad (and probably yours too) </li></ul></ul></ul></ul></ul>
  • 19. New Opportunities <ul><li>“ Sometimes something that seems too good to be true turns out to be fact.” </li></ul><ul><ul><ul><li>Dallas Stars (and their fans) </li></ul></ul></ul>
  • 20. New Opportunities <ul><li>Dallas Stars campaign </li></ul><ul><ul><li>Create new Stars fans </li></ul></ul><ul><ul><li>Increase ticket sales </li></ul></ul><ul><ul><li>Develop marketing database </li></ul></ul><ul><ul><li>Do it on the cheap. </li></ul></ul>
  • 21. New Opportunities <ul><li>Dallas Stars campaign </li></ul><ul><ul><li>E-mail chain letter sent from employees to at least 10 friends/family members </li></ul></ul><ul><ul><li>Letter gave fans free tickets at eight-games this fall on first-come, first-served basis </li></ul></ul><ul><ul><li>Incentives for employees whose original e-mails triggered the most responses receive prizes </li></ul></ul>
  • 22. New Opportunities <ul><li>Dallas Stars campaign </li></ul><ul><ul><li>Results </li></ul></ul><ul><ul><ul><li>48,000 registrants </li></ul></ul></ul><ul><ul><ul><li>Not everyone will get free tickets but everyone will get discounts </li></ul></ul></ul><ul><ul><ul><li>Community goodwill </li></ul></ul></ul><ul><ul><ul><li>Ticket cost is minimal compared to cost of creating marketing database </li></ul></ul></ul>
  • 23. New opportunities <ul><li>Dallas Stars campaign </li></ul><ul><ul><li>“ I don’t know of any other team that’s done this viral e-mail campaign. It is obvious that we not only discovered something interesting here but a very effective sales tool.” </li></ul></ul><ul><ul><ul><ul><li>“ Bryan Perez, EVP Marketing, Dallas Stars </li></ul></ul></ul></ul>
  • 24. <ul><li>CAN-SPAM Act </li></ul><ul><ul><li>Good news for sports teams </li></ul></ul><ul><ul><li>Puts universal standard on e-mail marketing laws </li></ul></ul><ul><ul><li>$1,000 fine per violation up to $1 million in fines </li></ul></ul>
  • 25. <ul><li>What it means </li></ul><ul><ul><li>E-mail sender puts physical postal address in messages </li></ul></ul><ul><ul><li>Create electronic mechanism for them to opt-out via email </li></ul></ul><ul><ul><ul><li>For example: “This message was sent on behalf of (Team X) by Web Development Company, located at 123 Main St., Anytown, US 55555.” </li></ul></ul></ul><ul><ul><li>Must also give “clear and conspicuous” notice that the messages are ads </li></ul></ul>
  • 26. CAN-SPAM Act <ul><li>Boston Celtics </li></ul><ul><ul><li>Spur new ideas to e-market </li></ul></ul><ul><ul><li>Asked fans if they wanted to continue to receive e-marketing </li></ul></ul><ul><ul><ul><li>66% said “yes” </li></ul></ul></ul><ul><ul><li>Since then: 60% open rate of e-mails </li></ul></ul>
  • 27. CAN-SPAM Act <ul><li>“ 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.” </li></ul><ul><ul><li>Rich Gotham, EVP Business Affairs, Boston Celtics </li></ul></ul>
  • 28. Do Not Call List & CAN-SPAM Act <ul><li>You do have my permission to call/email me for in-depth report on Do Not Call List </li></ul><ul><li>[email_address] 312-602-4315 </li></ul>

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