N a t io n a l S p o r t sF o r u m

Presented by: Dan MigalaPublisher, The Migala Report

O v e r v ie w

• Do Not Call List• Data Collection

New Orleans Saints• Data Condensing/Organization

Comcast-Spectacor• New opportunities

Dallas Stars campaign• CAN-SPAM Act

Boston Celtics

D o N o t C a ll L is t

• $11,000 fine for violation• Customer relationship & organization

becomes critical to continuing future sales

D o N o t C a ll L is t

• 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

D o N o t C a ll L is t

• Who you cannot call Registered Do Not Call members who are not

customers Customers who have requested to be

removed off of your list

D o N o t C a ll L is t

• Data collection becomes more important than ever

D o N o t C a ll L is t

• New Orleans Saints Use high school football players to collect

gameday attendee information Offer sweepstakes for trip to the Pro Bowl

D o N o t C a ll L is t

• 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

D o N o t C a ll L is t

• “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

U n iv e r s a l C h a lle n g e s

“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

D a t a C o n d e n s in g

• “It's alright to be Goliath, but always act like David.”

Phil Knight, Chairman, Nike

D a t a C o n d e n s in g

• Comcast-SpectacorComcast-Spectacor 5,000 different sources of customer data5,000 different sources of customer data

PropertiesProperties• Philadelphia 76ersPhiladelphia 76ers• Philadelphia FlyersPhiladelphia Flyers• AHL, minor league baseball, MISL teamsAHL, minor league baseball, MISL teams• FacilitiesFacilities

D a t a C o n d e n s in g

• Comcast-SpectacorComcast-Spectacor ChallengeChallenge

Create universal electronic data warehouseCreate universal electronic data warehouse• TechnicalTechnical• OrganizationalOrganizational• StrategicStrategic

D a t a C o n d e n s in g

• ““We are in an evolving period right now as We are in an evolving period right now as the trend shifts from mass marketing to the trend shifts from mass marketing to marketing directly on a one-on-one basis, marketing directly on a one-on-one basis, and our ownership realizes how important and our ownership realizes how important CRM is to our future success.”CRM is to our future success.”

Lara Price, Sen. Vice President, Philadelphia 76ersLara Price, Sen. Vice President, Philadelphia 76ers

D a t a C o n d e n s in g

• GoalGoal Increase ticket salesIncrease ticket sales Enhance fan affinity and involvementEnhance fan affinity and involvement

• HowHow Target customer preferencesTarget customer preferences Cater to ticket purchasing historyCater to ticket purchasing history

• TacticsTactics Electronic and direct mailElectronic and direct mail TelemarketingTelemarketing

D a t a C o n d e n s in g

• Comcast-SpectacorComcast-Spectacor ResultsResults

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D a t a C o n d e n s in g

• “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

N e w O p p o r t u n it ie s

• ”If some thing is too good to be true , it probably is .”

My dad (and probably yours too)

N e w O p p o r t u n it ie s

• ““ Sometimes something that seems too good to Sometimes something that seems too good to be true turns out to be fact.”be true turns out to be fact.”

Dallas Stars (and their fans)Dallas Stars (and their fans)

N e w O p p o r t u n it ie s

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

N e w O p p o r t u n it ie s

• Dallas Stars campaignDallas Stars campaign E-mail chain letter sent from employees to at E-mail chain letter sent from employees to at

least 10 friends/family membersleast 10 friends/family members Letter gave fans free tickets at eight-games Letter gave fans free tickets at eight-games

this fall on first-come, first-served basisthis fall on first-come, first-served basis Incentives for employees whose original e-Incentives for employees whose original e-

mails triggered the most responses receive mails triggered the most responses receive prizesprizes

N e w O p p o r t u n it ie s

• Dallas Stars campaignDallas Stars campaign ResultsResults

48,000 registrants48,000 registrants Not everyone will get free tickets but everyone will Not everyone will get free tickets but everyone will

get discountsget discounts Community goodwillCommunity goodwill Ticket cost is minimal compared to cost of creating Ticket cost is minimal compared to cost of creating

marketing databasemarketing database

N e w o p p o r t u n it ie s

• Dallas Stars campaignDallas Stars campaign ““I don’t know of any other team that’s done this I don’t know of any other team that’s done this

viral e-mail campaign. It is obvious that we not viral e-mail campaign. It is obvious that we not only discovered something interesting here but a only discovered something interesting here but a very effective sales tool.”very effective sales tool.”

• ““Bryan Perez, EVP Marketing, Dallas StarsBryan Perez, EVP Marketing, Dallas Stars

• 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

• 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

- C AN S P AM Ac t

• 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

- C AN S P AM Ac t

• “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

D o N o t C a ll L is t &- C AN S P AM Ac t

• You do have my permission to call/email me for in-depth report on Do Not Call List

Dan@migalareport.com312-602-4315