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From The Editor’s Desk

From The Editor’s Desk

From The Editor's Desk

I sat once through a sponsorship pitch session conference call where the lead just yammered on about how the prospect could use the product. It was truly a nightmare. Especially because the prospect’s total inclination was going to be “no” from the start. Everyone talks about listening. But few people

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From The Editor's Desk

Internal staff meetings have yet to yield an ROI and tend to kill one. Because they diminish the amount of valuable activity between your staff and the community actually selling the product. That’s why its crucial to understand what the meeting is for, and why. There needs to be a

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From The Editor's Desk

I tend to think of automation as a good investment, if done properly. I’ve been an advocate, simply because it allows multiple conversations with prospects to go on, at different times, without the sales rep being constantly bogged down. The issue is the CRM capabilities, as well as the alarms

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From The Editor's Desk

When you sell to multiple audiences at once, you gain more customers. But you have to service them on an entire exclusive basis, while spreading yourself against other constituencies. This is where a multiple audience strategy needs to exist. How do you make sure that the construction workers enjoy your

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From The Editor's Desk

When an organization which has routinely given away free product tries to stop, they fail. Because they’ve conditioned the audience to think otherwise. This isn’t just a sports problem, but they are the most notorious at it. The taste test theory lends to the idea of a massive free buffet,

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From The Editor's Desk

You became acquainted with this blog through some type of introduction. Whether it was a Google search, a friend/colleague recommendation, or the podcast. You put enough value into that introduction in order to venture further. You started reading or digesting the content on the site, or the podcast, or through

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From The Editor's Desk

No one should sell a product that they do not believe in. A lot of folks try. They make the attempt. And they become bad actors. When someone doesn’t believe in their own product, yet make attempts to sell it to prospects, they come off as false. They only know

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From The Editor's Desk

I’ve never heard of a Red Hat Society Group Night at a game? And I won’t if its not enough young people listening to the old. When my grandmother was transitioned to an assisted living home, she was welcomed by The Red Hat Society. Founded in 1998, it is for

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From The Editor's Desk

You want consumers to pay for this space, over the other space, in your same stadium. But why? What makes this space so special that people would decide to buy it, over the space across the way. Is it behind home plate? Or behind the baskets? Or on the 25-yard-line?

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From The Editor's Desk

A customer enters into a stadium, and they are affected by touchpoints. But not always the touchpoints you as a sports marketer want them to have. Are the concessions stands clean? What about the condiments kiosks? Or the bathrooms? All of these sound like minor issues, because everyone focuses on

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