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Volume 3

Tue, 12/05/2006 - 14:07
Dan Migala

From the Publisher's Desk: Read This Month's Thoughts from Publisher Dan Migala

No matter the setting, the topic of Return on Investment always seems to come to the forefront of discussions among sports marketers. The problem, in my mind, is that there never is really much depth to the subject beyond casual reinforcements of the obvious importance of ROI even if it lacks a discussion as to how to quantify ROI.

That is why I have to hand it to SponsorDirect Vice President Chris Thompson who, upon having a conversation with me this month on ROI in a cab ride from LaGuardia, surprised me when he began talking eloquently about pre-ROI analysis.

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Mon, 12/04/2006 - 14:06
Dan Migala

Anything But Small: Much Ado About Mini-Plans

Whether referred to as partial-season tickets or simply “mini-plans,” the name can be deceiving. After all, the thought processes most ticketing professionals undertake when constructing their teams’ mini-plan ticket strategies are anything but small or incomplete.

Overemphasize the importance of mini-plans and risk devaluing full-season ticket holders. Yet fail to capitalize on mini-plan ticketing opportunities and risk forgoing potential revenue generation. Clearly, a balance must be struck.

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Sat, 12/02/2006 - 14:05
Dan Migala

It's Hot Out There: How Two Organizations are Growing Their Ticket Sales Through Outside Sales Initiatives

Technique is not something that is normally discussed in a ticket sales office. That might change after two sports teams are finding success by taking a step back and creating a system of sales that produces both results and a fun office environment.

The aim of this Report is to showcase the outbound ticket sales offices of the University of Central Florida and the New Orleans Saints to provide a solid lesson in creating successful techniques for any size ticket sales organization.

Sunshine State

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Fri, 12/01/2006 - 14:03
Dan Migala

What's In A Name?: A Look Into How to Properly Plan a Stadium Name Change

Modern business challenges are making stadium name changes more common for sports executives, reporters and fans alike. Fans are challenged to find reason to embrace the name change and sports executives are tested to meet the challenge so the new name is accepted.

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Sat, 11/04/2006 - 14:02
Dan Migala

From the Publisher's Desk: Read This Month's Thoughts from Publisher Dan Migala

A baseball player fails seven times out of ten and is considered a success. Sports marketers fail once and sometimes they are out of a job.

Or so many of you might argue.

Through the years, I have had countless conversations with many of you about a great idea that you believe in but for fear of it not working or my personal favorite, “We’re not trying to reinvent the wheel,” many of us choose to just keep doing what has already been done.

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Fri, 11/03/2006 - 14:01
Dan Migala

Growing Pains: Lessons to Turn Failure Into Success

Most of the ideas usually featured in The Migala Report highlight successful sports marketing concepts. This Report, however, is taking a different approach and showcases when things don’t go right.

It is inevitable that in the course of a season or the simple pursuit of trying something to improve the fan experience that things can and will go wrong. But learning from mistakes is as valuable of a lesson as experiencing success.

As George Bernard Shaw said, “A life spent making mistakes is not only more honorable, but more useful than a life spent doing nothing.”

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Thu, 11/02/2006 - 14:00
Dan Migala

Golden Ticket: Analysis of Ticket Pricing Increases

Increasing ticket prices can be a dangerous subject. At the heart of any price increase, an organization or venue is looking to make more money. This much is known. However, like any business, teams cannot simply raise ticket prices in hopes of bettering the bottom line. This process must be well thought out and firmly based in an understanding of the economics of ticketing.

The aim of this Report is to give a deeper understanding into the decisions when preparing to make a price increase and the proper handling of the announcement.

What’s the Right Reason?

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Wed, 11/01/2006 - 13:59
Dan Migala

Book Review: How to Make Your Sponsorship Recaps More Valuable

The inevitable impact of the increase of sponsorship fees is that sponsors are more accountable to their companies to quantify and quality every cent spent.

The property has long been responsible for providing sponsors with results that show the impact and value of the investment. Traditionally, this recap is through a recap book that highlights the sponsorship. As the importance of this recaps increases, sponsors are demanding more inclusive and extensive information to further justify their investments.

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Fri, 10/06/2006 - 13:57
Dan Migala

From the Publisher's Desk: Read This Month's Thoughts from Publisher Dan Migala

New perspectives.

This is the lesson I learned this month both in writing this Report and in traveling with the U.S. National Soccer team in Germany for the World Cup for an online journal (http://www.usasoccerstars.com).

In Germany, I spoke extensively with sponsor decision-makers who opened my eyes to their desire to create more authenticated sponsorships. These sponsors, like adidas, have used their sponsorship to add to the fans’ experience and not interrupt it.

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Thu, 10/05/2006 - 13:57
Dan Migala

Guest Column: Quality, Not Quantity: Targeted Activation Increases the Quality of Brand Interaction

The current trend in on-site activation has brand marketers becoming more focused in targeting consumers and identifying ways in which they can have quality interactions with them. Gone are the days of marketing to the masses with the number one selection criteria being the size of the event so that one could report large impression numbers. Today, marketers are becoming laser focused in selecting events that attract the bulls-eye target consumer.

A Focused Client

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