The Migala Report

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Volume 4

Sun, 10/31/2010 - 16:49
Dan Migala

Attention Getting Device: Campaign Gets People Seeing Stars

There is an unwritten rule among sports teams that they don’t formally market against each other.

Someone forgot to tell this apparently to the Dallas Stars because the team is rewriting the rules of team advertising and judging from the immediate results, other clubs should follow their lead.

The Stars along with their Austin, Tex.-based agency Door Number 3 launched this campaign in late August not to offend anyone but to be edgy and secure that all important “water cooler” conversation that leads to fans picking up the phone to buy tickets.

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Sun, 11/01/2009 - 15:36
Dan Migala

Fantasy Island: A Look Into Team-Based Opportunities of Fantasy Sports

When Fantasy Becomes a Reality

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Tue, 12/04/2007 - 16:51
Dan Migala

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

"Do you think what you think or do you "know" what you think?"

A well-respected sports marketing colleague asked me this question over a cup of coffee recently during a conversation about team executives and the creation of marketing and promotion strategies.

I looked at him a bit puzzled and asked him for a deeper explanation when he responded and said, "I feel too often that teams make decisions based just on hunches for the short term benefit rather than try to take some time and understand what fans really need."

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Mon, 12/03/2007 - 16:50
Dan Migala

Home Ice Advantage: Panthers Take Sponsors Home With Player Party

The goal is to make sponsors feel like part of the family and the Florida Panthers found a new way to do this: treat them to dinner at their house.

But not just any house, the home of Panther team captain Olli Jokinen.

In doing so, the team has opened the doors to a new level of relational trust with its sponsors and created a new sales channel for other organizations to consider.

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Sun, 12/02/2007 - 16:48
Dan Migala

Free Advice: Grizzlies Find Success in Fan Advisory Board

Lots of organizations say their fans have a voice but the Memphis Grizzlies really mean it.

Last year, the team created a Fan Advisory Board that formalized this desire into an action. In doing so, they created a deeper understanding of their fans’ needs while creating a fitting template for other organizations looking to establish a similar program.

The aim of this Report is to chronicle how the Grizzlies developed their Board and learn from the lessons of Year One of the team’s Fan Advisory Board.

Rookie Season

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Sat, 12/01/2007 - 16:47
Dan Migala

Planned Promotionhood: Plan B. Minor League Study Takes Guessword Out of Promotional Schedule

“We’ve always done it.”
”We don’t try to reinvent the wheel.”
“People like magnet schedules!”

Does this sound like one of your promotional planning meetings?

If so, you are not alone. These statements, and the planning of promotional dates for any team seem more subjective than objective. At least that is what Plan B. Branding took it account when they began their annual Minor League Baseball promotions study.

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Mon, 11/05/2007 - 16:43
Dan Migala

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

I attended the Induction Ceremonies at the National Baseball Hall of Fame this weekend and could not help but think of a parallel to this month’s issue.

I’m standing in the lobby at the famed Otesaga Hotel in Cooperstown among the greats of the game and felt out of place. Unlike attending a sports marketing event like the National Sports Forum where everyone feels right at home, I initially felt like a stranger because there were no familiar friends.

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Sun, 11/04/2007 - 16:43
Dan Migala

Phone Orders: Rangers Go Mobile With Ticket Sales Tool

The Texas Rangers encourage fans in their advertising to put down their BlackBerries and go see a game. That might change now that the team is using a new service that will make the mobile phone your ticket to the game.

The Rangers are one of a few MLB teams to use Tickets@Phone, a technology that transfers a barcode to a mobile phone device that is then read by a scanner to enter a game.

The team expects the technology to help cater to busy baseball fans who are looking to avoid will-call window lines or don’t have time to buy and print tickets online.

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Sat, 11/03/2007 - 16:42
Dan Migala

Not in the Red: How to Grow Attendance Even With a Losing Record

Bill Veeck famously said, “You can control everything about the fan experience except what happens on the field.”

Never was a quote more telling than what the Cincinnati Reds are realizing this season as the team have been in last place for more than two months but have seen a rise at the box office.

The aim of this Report is to simply learn how the Reds are achieving this result and lessons to apply to other franchises.

Numbers game

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Fri, 11/02/2007 - 16:40
Dan Migala

Chew On This: Nets Secure Off-Season Naming Rights

It has long been a battle cry for team marketers that there is no off-season.

And now, thanks to the New Jersey Nets, this battle cry of the round-the-calendar demands of the industry have now been cemented with a sponsorship fitting of this statement.

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