Promoting Your Team in These Economic Times
Posted by Don MacAdam
In a December 18, 2008 Globe and Mail article titled Bargain-basement league, David Shoalts talks about the effect of the economy on NHL teams and how teams are slashing ticket prices and giving freebies in an attempt to draw fans.
Check out the reaction of a couple of experts on sports promotion.
With the weak economy yanking down attendance in many U.S. cities, NHL clubs are slashing prices in hopes of getting fans in the door.
At least 17 of the league’s 30 franchises are offering significant discounts and giveaways, notably in the non-traditional markets…
The thinking is that at least those buyers may spend money at the concession stands. But there may be a downside to the deep-discount strategy.
“I’m terrified of giving away product,” said Mike Veeck, who owns and promotes six minor-league baseball franchises and is the son of the first promotional genius in that sport, the late Bill Veeck.
“If people are cutting prices, then maybe something is wrong with their original pricing structure,” Veeck said. “Fans get used to paying your discount in about 12 seconds. Then that becomes the norm and you have to pay tremendously to get them back.”
Hockey clubs need to emphasize service rather than slash prices, says David Carter, the executive director of the University of Southern California’s Sports Business Institute.
“It’s like the debate of whether people should pay for content on the Internet,” Carter said. “Once you release it for free, you can’t persuade anyone to pay.
“The only way to get fans back in the building [at regular prices] is to service the dickens out of them. Make sure they have a fantastic time and walk out saying they received fantastic value for their tickets. But it’s a slippery slope because people then assume the discounted value is what the tickets are worth.”
There is no shortage of slippery slopes in the NHL. Discounts can even be found in traditionally strong markets such as Detroit and Denver, although they are not as generous as those in the Sun Belt. In Phoenix, buyers get four tickets for the price of three, and also with each ticket, a visor, autographed puck, hot dog and soft drink and priority for playoff tickets.
Ottawa is the only Canada-based team to offer discount packages.
Carter and Veeck say the club pays less than face value for the extras and, in the case of team merchandise, only a nominal amount. But that is where the giveaway should stop.
“Free parking feels like a deal,” Carter said. “So rather than drop the ticket price from $50 to $40, find a way to maintain the price at $50, but give value with it like parking or a voucher for something else.”
The only club to add the extras into the price is the Philadelphia Flyers. They have a promotion that charges $125 for two $46 seats. But fans also get a voucher for two tickets to their farm team’s games, a $10 credit on each ticket at the concession or merchandise stands, a team calendar, an autographed puck and a gift bag.
Veeck says ticket giveaways can work as a one-off promotion rather than a regular practice. The best policy, though, is to figure out the best possible price and stick to it, even in a recession.
“I don’t think selling tickets is going to be a problem, even in tough times,” Veeck said. “Bread and circuses become more important in these times. The last time there was an auto slowdown, ice-cream sales in Detroit went up.”
Winning, both Carter and Veeck agree, is the best promotion of all. Failing that, they say, service is the best tool to use.
“Add-ons of any kind work,” Veeck said. “This is a great time to utilize the players. Have ticket drives where players make calls or kids can come in and touch their heroes.
“It’s a matter of rolling up your sleeves and selling service. The underlying message is: we know it’s tough out there and here’s how we’re making it easier for you.”
In Columbus, where attendance for Blue Jackets games has been strong since they joined the NHL in 2000-01, the club is offering discounts in the face of declining sales, but only for a limited time.
“We tailor our offerings based on the current conditions,” said Marc Gregory, the vice-president of marketing. “It’s a matter of showing value in [discount] ticket packages compared to what they were worth initially.”
One of the worst things that can happen to a club is having a season-ticket holder discover that the person alongside paid much less for the seat.
“Our most important customers are our season-ticket holders,” he said. “When you look at the overall benefits they receive, it’s much greater than a discount on single-game tickets [which are customarily priced higher than season tickets].
“Our subscribers receive food and beverage and merchandise discounts. They also are invited to exclusive events like a morning skate followed by a chalk talk with coach Ken Hitchcock.”
Eric Lindros Giving Back in a Big Way
Posted by Don MacAdam
People tend to have a very distinct opinion about Eric Lindros. Whatever that opinion may be, this article about his donation has to impress…
Sep 16, 2008 04:16 PM
THE CANADIAN PRESS
LONDON, Ont. – Former NHL star Eric Lindros was known for his presence on the ice – and now in retirement he’ll be known for his generosity off it.
Lindros was on hand in London, Ont., on Tuesday for the unveiling of the Lindros Legacy Research building, made possible by his $5-million donation to the London Health Sciences Centre.
The gift is believed to be the largest one-time charitable donation by a Canadian sports figure.
Doctors at the London Health Sciences Centre helped heal Lindros’s various injuries during his career, which was cut short by concussions.
In a release, Lindros said he was pleased to donate to an “organization that helps so many.”
Lindros retired from the NHL last November after stints with the Philadelphia Flyers, New York Rangers, Toronto Maple Leafs and Dallas Stars.
NHL Retired Numbers List is Growing
Posted by Don MacAdam
This week saw the addition of two players who will have their numbers retired this season by their former NHL teams. The Washington Capitals will retire Mike Gartner’s number and the Vancouver Canucks will do the same for Trevor Linden. The Montreal Canadiens announced earlier in the summer that they would be retiring Patrick Roy’s number.
There typically isn’t a criterion for retiring a player’s number but if you look down the list of the 95 NHL players who have had their number retired, you will see some of the best who have ever played the game.
There is also another possible motive behind a team retiring a number-marketing. A smart marketing move would be to pick a night when a sellout is not likely and use the ceremony that typically goes with the number retirement to help sell tickets.
Click on the Wikipedia link below and have fun going down the list of players.
From Wikipedia, the free encyclopedia
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This is a complete list of National Hockey League (NHL) retired numbers. A retired number is a jersey number that is taken out of circulation by a team as a means of honouring a former member of that team who wore that number.
The first team to retire a number were the Toronto Maple Leafs, who retired Ace Bailey’s #6 on February 14, 1934, prior to an All-Star game in his honour.
There are currently 95 retired numbers in the NHL. There are also 13 honoured numbers, all issued by the Toronto Maple Leafs. A further 7 numbers were retired, by the Hartford Whalers and Quebec Nordiques, but upon the relocation of the two teams the numbers were put back into circulation.
Only one number has been retired league-wide. Upon the retirement of Wayne Gretzky, it was announced that no other player would again wear his number, 99. The Edmonton Oilers and Los Angeles Kings have also separately retired Gretzky’s number.
Upon joining the league in 2000, the Minnesota Wild had a ceremony retiring #1 from circulation as a tribute to the fans.
Only five players have had their number retired by two different teams:
- Bobby Hull – Chicago Blackhawks and Winnipeg Jets
- Gordie Howe – Detroit Red Wings and Hartford Whalers
- Wayne Gretzky – Edmonton Oilers and Los Angeles Kings (also retired league-wide)
- Ray Bourque – Boston Bruins and Colorado Avalanche
- Mark Messier – New York Rangers and Edmonton Oilers
Team Slogan Help From the Olympic Home Team
Posted by Don MacAdam
For some of you, one of the things on your list this time of year is select a slogan to rally the team around for the coming season. You are likely looking for something to inspire and motivate your players and fans.
Since the Olympics are in full swing in Beijing, why not get some slogan inspiration from the home team. The Chinese are kicking butt, so these slogans must work!
Here is an article from Geoffrey York of the Globe and mail.
BEIJING – If you’re wondering how China’s athletes have managed to win so many gold medals so fast, you might consider how much pressure they face from their coaches and state officials.
It’s just one of the many reasons for their success, but it must be a factor. Everyone in China is pushing them to be the best in the world, to bring glory to the country in its Olympic year.
Consider, for example, the official slogans at their training sessions. Here are some of the slogans printed on the walls of the Chinese training camps, as collected on the China Digital Times website:
From the training camp of the Chinese weightlifting team: “The motherland is above everything; strike for gold in the Olympics; lift up the world; hold up hope; stay away from steroids.”
From the training camp of the Chinese shooting team: “Die in the fight for the gold, instead of surviving just for the sake of participation.”
From the training camp of the Chinese gymnastics team: “Leaders put pressure, subordinates put pressure. Pressure each other. Pressure oneself. There will be no breakthrough if one does not take the hardest hardship; there will be no champion if one does not go through the ultimate pressure.”
Who said fun had to be part of sport….
Hockey Sensei gets a Logo
Posted by Don MacAdam
A big part of getting the Hockey Sensei project going was being able to understand at least the basics of how a web site works. Since I was living in Dayton, Ohio and was involved in hockey, it was inevitable that I would meet David Esrati. He is the owner of The Next Wave, a creative advertising and marketing agency (www.thenextwave.com). He is also a hockey player and fan.
And, David runs Websitetology, a course for people like me who need all the help we can get to build and maintain a web site. Go to www.websitetology.com to get details. I have been to two sessions and each has been invaluable getting this site up and running.
Now, time to talk about the Hockey Sensei logo. David came up with it, based on what the site is about and we are trying to accomplish. I love it, I didn’t have to request it, David just did it.
By the way, the name Hockey Sensei was David’s idea as well. I love it as well.
