nashville predators hockey club the business of hockey
DESCRIPTION
Nashville Predators Hockey Club The Business of Hockey. Presented By: Jeff Cogen, CEO. FOUR NUMBERS. PLAYER PAYROLL TICKET REVENUE SPONSORSHIP REVENUE BROADCAST REVENUE. 1. PLAYER PAYROLL. NOT MY JOB! OPERATES AS A PERCENTAGE OF REVENUE MIX OF VETERANS AND YOUTH - PowerPoint PPT PresentationTRANSCRIPT
Nashville Predators Hockey ClubThe Business of Hockey
Presented By: Jeff Cogen, CEO
FOUR NUMBERS
PLAYER PAYROLL
TICKET REVENUE
SPONSORSHIP REVENUE
BROADCAST REVENUE
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PLAYER PAYROLL
NOT MY JOB!
OPERATES AS A PERCENTAGE OF REVENUE
MIX OF VETERANS AND YOUTH
NASHVILLE FORTUNATE TO HAVE THE BEST IN THE BUSINESS
GOOD AFFILIATE PROGRAM
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• Create mix of veterans, youth• Payroll a % average of revenues
TICKETS
“NOTHING SELLS TICKETS LIKE SELLING TICKETS”
CREATE A COMPANY WIDE SALES CULTURE
LEVERAGE VENDORS
PRIMARY FOCUS - NOTHING HAPPENS UNTIL THE BUILDING IS FULL
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TICKETS
SEASON TICKETS
GROUP TICKETS
INDIVIDUAL TICKETS
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TICKETS
PEAK ON PEAK!
DATA CAPTURE SAMPLE SELL
ADVERTISING & GIVEAWAY SUPPORT
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SPONSORSHIP
SELL MORE THAN THE SIGN
COMPETITION WITH OTHER MEDIA
CREATE ROI AND USE PARTNERSHIPS TO FURTHER DATA CAPTURE, SAMPLE SELL
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Design the Mask – Presented by AT&TJanuary 2012
Fans had the opportunity to design superstar Pekka Rinne’s mask that he wore in a rivalry game versus Detroit.
All of the marketing materials (including TV and Radio commercials) included Pekka Rinne.
Point of sale displays at AT&T stores across Middle Tennessee driving traffic to locations.
Player appearances at two AT&T Stores – including on-site radio remote
Media partners included WZTV-TV (FOX) and WSM-FM (95.5 The Wolf)
Also promoted the activation in arena and through Nashville Predators assets (broadcast, radio, Megatron, newsletters, social media, etc.)
A total of 450+ mask designs were created – exceeding the client’s expectations
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NissanTest Drive For Tickets
• Stop by any participating Middle Tennessee Nissan dealer and test drive any vehicle and receive two complimentary Nashville Predators Tickets.
• All of the marketing materials (including TV and Radio commercials) included Nissan vehicles, as well as a Nashville Predators Ticket Message
• Point of sale displays at all participating Nissan dealerships
• Media partners included WZTV-TV (FOX) and WCJK-FM (96.3 Jack-FM)
• Also promoted the activation in arena and through Nashville Predators assets (broadcast, radio, Megatron, seat stuffer, newsletters, social media, etc.)
• 1000+ vouchers were redeemed for two tickets each feeding Data Capture, Sample, Sell
McDonald’s
• Family 4-Pack Nights - This package includes four tickets to any Saturday or Sunday home game, four soft drinks, as well as four hot dogs for $124. Family Four Pack games are supported in-store with tray liners and counter displays
• Vertical Metal Fascia at main entrance of the featured menu item of McDonald’s choice (Big Mac Sign)
• Ronald McDonald House night – $10 per every ticket purchased through a special link was donated back to the House. Predators provided silent auction items to raise additional funds.
• Media partners include WSMV-TV (NBC) and Mix 92.9
BROADCAST
EXTENDED DEAL WITH FSN – PLUS ATLANTA
GREAT REGIONAL FOOTPRINT
USE AS SALES AND DATA CAPTURE TOOL
EASIEST POINT OF ENTRY FOR NEW FAN
NEW DEAL WITH THE GAME 102.5
GROW THE PIE
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MARKETING
HELMETS OFF
CASH TRADE PROMOTION TRILOGY
(WORK HARD PLAY HARD) (AT&T)
2 VIDEOS
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worWorkworkk
COMMUNITY RELATIONS
ACCESSIBILITY OF HOCKEY PLAYERS
GENERATE REVENUE FROM EVENTS
DISTRIBUTE BACK TO COMMUNITY
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SUMMARY
PLAYER PAYROLL AS A PERCENTAGE OF REVENUES
USE BROADCAST AS TOOL TO CREATE AND CAPTURE FANS
GROW SEASON TICKET BASE PRODUCT, AMENITY AND SERVICE
INCREASE PARTNERSHIP THROUGH ACTIVATION AND FEED BACK TO DATA CAPTURE, SAMPLE, SELL
COMMUNITY RELATIONS AND FOUNDATION ACTIVITIES ARE GOOD BUSINESS
RELEVANT SOUND IN THE WOODS
ACCESSIBILITY/SERVICE/TRANSPARENCY, PROFESSIONALISM
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