September 23, 2009

Time and Money are both critical

When looking at success or failure of ticket-selling efforts one has to consider the level of funding behind the campaign as well as the time given to the total effort. Delayed budget considerations and prolonged discussions often cost the campaign its effectiveness even if the funding is there.

A proper football ticket-selling campaign must take advantage of all of the prime "open wallet" periods when consumers are most likely to buy tickets. Contrary to some beliefs, these periods take place all year long. They start during the current season when there is early renewal and playoff-bowl leverage to be had, continue through the holidays when there is gift-giving leverage to be had and roll right on through off-season events such as "signing day" in college and "draft day" in the pros.

Too often in college football, marketing/sales operations are unprepared for these potential big selling days because (a) they haven't even decided on pricing policy and (b) they are out of money. Time is as critical as money. Waiting for the overall budget to be decided can cripple the effort. There are minimums that will be available and planning can begin with them.

Too often, athletic administrators scratch their heads at holes in attendance that crop up at the 11th hour. The decisions were usually made too late to help the big "open wallet" days and not enough time was given for gradual sale of the tickets over time because folks had not even decided on pricing. In these cases...lack of TIME costs MONEY!