2014 “theme night” student competition here’s your chance to show your sports marketing savvy,...
TRANSCRIPT
2014 “Theme Night” Student Competition
Here’s your chance to show your sports marketing savvy, creativity and expertise
with a chance to win some really cool prizes!
Here are the rules (and a few ideas to help get you started)…
What are walk up or promotional ticket sales? What do we mean by “game day” (or fan) experience? What is
the frequency escalator as it relates to ticket sales?
Promotional / Walk Up Ticket Sales
“Walk up” tickets refer to those tickets purchased by fans when arriving at the game, also referred to as day of game
sales.
To help drive up ticket sales on game days (typically organizations only have so many
seats that are sold in packages, season tickets or otherwise) teams will plan
creative promotions to encourage fans to come out and enjoy a game (and buy
tickets)!
Often times teams will come up with a creative “theme” to draw fans to the game.
Game Day / Fan Experience The spectator or fan experience as it relates
to live events refers to the overall impression made on the sports or entertainment consumer
It can determine whether the spectator or fan
has a positive or negative experience at the game
or event
Positive or negative associations with the game or event
ultimately determine whether the spectator (fan) will
become a repeat customer
The Frequency Escalator The frequency escalator is a marketing
tool that examines the attendance levels of fans.
The basic concept of the escalator is that sports and entertainment marketers focus
not on getting new fans to games, but rather encourage those fans already
attending to attend with more frequency with an
increased level of commitment.
For example, a fan that buys a promotional single game ticket is a potential new buyer for
a mini package or flex ticket package and eventually a potential season ticket buyer.
Class DiscussionAs a class, discuss why these are
all important sports marketing concepts for any team that hopes
to generate a profit…
STUDENT / CLASS COMPETITION
Either as a class or individually, students are encouraged to come up
with their OWN promotional ticket night idea.
Three students will be selected as winners and are eligible to win some
cool prizes.
CRITERIA• Students must explain how this promotion
will help attract fans to the game (and identify what type of game…NHL, MLS
NBA, minor league baseball?) and generate publicity for the organization w/ a possible
sponsor (or cause marketing) tie-in
• Students should consider ALL the variables that impact the fan experience…
concessions, food, ticket price, game entertainment etc.
• Students must explain how they will promote the event (social media,
advertising etc.)
• Students should have fun!
EXAMPLESTeam may host a “Hawaiian Night”,
offering $5 off tickets to any fans wearing
tropical shirts to the game.
Game operations may choose to implement:
*An all staff memo or email, encouraging them to dress in
tropical attire if they plan to attend the game
EXAMPLES*National anthem performance by a
Hawaiian musician or ukulele player
*Hawaiian lei or tropical themed bobblehead give‐away to the first 500 fans
*A limbo contest at a quarter break
*Hawaiian music or bands on the venue concourse
*A hammock free throw shooting contest at half
time Hawaiian themed food at concessions stands
Star Wars Night
Syracuse Chiefs Bark in the ParkBring your favorite four-legged friend to NBT Bank Stadium for Bark in the Park Night. Fans can bring their dogs to the stadium for seating in the designated dog area, sections 209-217.
Fans bringing dogs to the game are encouraged to arrive early for a pet parade on the warning track at 6 p.m.. During the game, there will be a pet expo on the stadium concourse filled with pet-related information from rescue groups throughout the area. Dog owners can purchase tickets for $5 in addition to a required $2 seat for their dog.
As a bonus, the first 500 dogs in attendance will receive a bandana, and the first 1,000 fans will receive a poster of a Chiefs player courtesy of UnitedHealthcare. Both promotions are part of our Giveaway Saturday series.
All entries are due (and at least one visual must be included) by Friday,
December 5th…
GOOD LUCK!