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Hockey
Business & Marketing Strategies
Table
Of Contents
Issue #1
1. Sell More Tickets Immediately!
2. The Washington Capitals' Dream Plan: This One's For You!
3. Jump Start Your Merchandise Sales!
4. Sharing Information On Challenging Issues: President of the
Hamilton Bulldogs Responds.
5. Increase Your Fan Base With Invitation Practices!
6. Eyeballing The Empty Seats Report.
7. Boost Your Ticket Sales: Market the Visiting Team!
8. A Great Website Analysis: From A Fan's Perspective
Issue #2
1. Sharing Idea Power Plays #1: Buffalo Sabres
2. Sharing Idea Power Plays #2: Missouri River Otters
(UHL)
3. What's The Secret? 16,000 Rock For Lacrosse!
4. Geographical Marketing Strategies In The ECHL
5. Press Coverage: Everything You Wanted To Know
But Was Afraid To Ask!
6. Don't Get Blind-Sided: Are Your Corporate Sponsors
Really Happy?
7. Get To School, Fast!
8. Too Late To Sell Season Tickets?
9. Last Chance For Fan Research
10. The Best In-Game TV Spot
11. Steal A Concept From The WWF!
12. Start The Experience Outside The Arena
13. Is There A Relationship Between Games Lost & Attendance?
14. Despite A Losing Record, How Tampa Bay Is Winning The Attendance
Wars
15. Move Merchandise With The Most Powerful Word in Retail!
16. Win New Fans With Old Lottery Tickets
17. Use Your Gen X & Y Fan Base To Generate New End of Season
Revenues
18. Looking For Something Really Radical? The Time Is Now For
This One!
Issue #3
1. Review of Team Positioning Statements
2. Key Elements To A Successful Positioning Statement
3. Connect With The Fans: Just Ask Them
4. Developing A Positioning Strategy & Statement
5. Carolina Hurricanes: Positioning the Team in A 'Young' Market
Cycle
6. Houston Aeros: Turning A Good Positioning Line Into Confusing
Ads
7. Post Season Evaluation: Your Advertising Agency
8. Did One League Leave Out The Most Important Research Question?
9. EA Sports: It's In The Game!
10. Manitoba Moose: How They Increased Merchandise Sales 50%
Issue #4
1. A Radio Station Approach To Selling Sponsorships
2. Staying Visible During The Off-Season
3. A Summer Visibility Program: Norfolk Admirals (AHL)
4. Hitching A Ride With A Summertime Marketing Partner
5. How to Pump-Up Next Season's Crowd
6. Hooters, Hockey & Jacks: Cleveland Lumberjacks (IHL)
7. The IHL Slaps My Hand; My Response Back
8. From Worst To First: Fresno Falcons' Marketing Tactics
9. Baseball's Singular Strategy for Profitability
10. Promotional Targeting & Timing: A Summertime Survey
11. Is Your Season Over? Did You Say, Thank You?
12. Update: Hockey Marketing Problem-Solving Workshop
13. European Playoffs: Selling Beards During The Playoffs
14. McDonald's & Mascot Promotions: Long Beach Ice Dogs (WCHL)
Issue #5
1. Hamilton Bulldogs: Idea Sharing Scores New Revenues
2. Calgary Flames: What Will You Do Differently Next Season?
3. Lowell Lock Monsters: What Will You Do Differently Next Season?
4. Brandon Wheat Kings: What Will You Do Differently Next
Season?
5. Sponsorships: What Are We Really Selling?
6. Steps to Becoming A Better Business Partner
7. Marketing Comments: Thoughts & Questions From A Purist
8. Update: Hockey Marketing Problem-Solving Workshop
9. Washington Capitals: Making Your Database More Effective
Issue #6
1. Florida Panthers: Selling Hockey in 90 Degree Heat
2. Long Beach Ice Dogs: Making Your Radio Stations Work For You
3. I Hit A Nerve!
4. Using Your Database During the Off-Season
5. Make Your Email Newsletter Sizzle
6. Sizzling Streaming Email: Toledo Storm Ticket Package
7. Sizzling Streaming Email: Game Report-Leafs & Bruins
8. Launching Your New Positioning Statement
9. Update: Hockey Marketing Problem-Solving Workshop
Issue #7
1. Cyber-Workshop: We Broke The Bandwidth
2. Questions/Answers From Our Ticket Sales Cyber-Session
3. A Note On Corporate Selling
4. Sponsorship Selling: Selling Tickets Or Playing Matchmaker?
5. Selling Needs Change With The Target
6. When Getting To The CEO & President Is An Issue
7. A Guide To Developing A Successful Vendor Promotion
8. Game Packs: An Answer To Selling In A Volatile Marketplace
Issue #8
1. Last Chance Corporate Selling: When It’s Time To Get
Xtreme
2. Promotional Timing & Its Effect On Attendance
3. Promotional Timing: Nashville Predators
4. The Predators’ Promotional Schedule
5. Promotional Timing: St. John’s Maple Leafs
6. A Real Life Corporate Sales Objection: A Case For Solution
Selling
7. When The Major Industry In Your City Goes Soft: San Jose Sharks
8. Group Sales: Lessons Lost & Perhaps Found
9. Challenges of Successful Group Sales Selling: Atlanta Thrashers
10. The Portland Pirates’ Group Sales Program
11. Out Of The Comfort Zone Thoughts: Group Sales
12. Your Toughest Challenges When Selling Tickets
13. Out of the Comfort Zone Thoughts: Ticket Sales
14. Bold New Selling Strategies: Ottawa Senators
15. Where To Go When Your Promotion Idea Bank Runs Dry
16. The $1,000 Great Wallet Giveaway
17. Promotional Schedule: Hershey Bears
18. Promotional Schedule: Long Beach Ice Dogs
19. Promotional Schedule: Missouri Otters
20. Promotional Schedule: Promotional Schedule: Fresno Falcons
Issue #9
1. Your National Anthem: Now More Important Than Ever
2. Beating the Advertising Blahs With Rocketman: Kelowna Rockets
3. Slashing & Cutting Our Ad Budget This Year!
4. Buying A Sponsorship Delivers More Results Than Buying Radio
5. Where Do I Find More Business?
6. Cutting Through To The Ad Agencies
7. Was Last Month’s Issue Too Long? The $1,000 Great Wallet
Giveaway
8. Success In A Small Florida Market: Florida EverBlades
9. Positioning Statements/Slogans For the New Season
10. Checklist: Does Your Slogan Do The Job For You?
11. How Do You Want To Position Your Team?
12. Which Positioning Statements Works The Best?
13. Which Kinds of Statements Work The Least?
14. A Final Sales Mantra
Issue #10
1. A Customer Is King Approach To Selling Tickets: Hartford WolfPack
2. Some Potential Revenue Generating Categories Possibly Missed
3. Making Sure Your Positioning Statement Doesn’t Bite You
4. Are Local Dodge Dealerships Sponsoring Local Hockey?
5. Group Sales Target: Singling Out The Singles Market
6. Gambling For The Weekend Sellout…And Winning: Red Deer
Rebels
7. The Shopping Season: Lurking Just Around The Corner
8. Are You Using The Super Card?
9. An Open Letter To Dave Thomas, CEO of Wendy’s Restaurants
10. Adding Value For Fans & Sponsors: Hamilton Bulldogs
11. How You Can Take Advantage Of The February Winter Olympics
12. This Premium Just Keeps Working and Working and Working
13. Increasing Weekday Attendance, Without Increasing Your Budget
14. Games For The Price Of 8: The New Lightning 10-Pack
15. Quick Note: Seasons Greetings
Issue #11
1. Turning A 12 Noon Game Into A City Wide Event: Grand Rapids
Griffins
2. Making An Impact In A Major Market: Chicago Wolves
3. Your Email Newsletter: Making It The Best It Can Be
4. Acknowledging A Fan’s New Subscription To Your Newsletter
5. Generating Additional Revenues From Your Email Newsletter
6. A Well-Designed Email Newsletter: Chicago Blackhawks
7. Begging For This Campaign To Make Sense: Team Name Withheld
8. Selling Tickets: Taking A Retail Approach To Selling Gift
Tickets
9. Selling Tickets: A Gift Idea Approach For Your Corporate Base
10. Great Idea. Pucks & Pasta Dinner: Chicago Blackhawks
Issue #12
1. How Continental Airlines Gets Additional Revenues From Their
“Fans”
2. Adding Profits With Interactive Games and Concessions: Johnstown
Chiefs/ECHL
3. Working The Schools To Subtly Sell Tickets #1: North Bay Centennials/OHL
4. Working The Schools To Subtly Sell Tickets #2: Cincinnati
Might Ducks/AHL
5. Using a Mario Bobblehead To Sell Out A Weekday Game: Pittsburgh
Penguins
6. Checking In With Two Teams That Have Run Bobbleheads: Atlanta
& Boston
7. Nashville Predators’ Bobblehead Night
8. The Flip Side of Bobbleheads
9. Turning Your Bobblehead Event Into More Than A One Night Stand
10. Guaranteed Win Night, Or The Next Game Is Free: Hartford
Wolfpack
11. Kicking This Guarantee Up A Notch So Everyone Wins
12. The Business Decision To Fly Seats Discount or Fly Empty:
Buffalo Sabres
13. Are Your Seasons Greetings-New Years Cards Ready To Be Emailed?
Part 2. A Special Message From Brian Sutter, Coach of the Chicago
Blackhawks
14. Take A Wow Look At This!Part 3. Using Technology, Your Website,
Your Email To Increase Revenues
15. Owner of the Washington Capitals: His Team’s Website
16. Is Your Website Up To Speed Or Is It Slowing You Down?
17. Website Design No-Don’ts
18. Examining the Washington Caps’ Website
19. Designing Your Email Newsletter to Sell More Tickets
20. Five Ways To Generate Additional Revenue Through Technology
21. Eight Areas On Your Website That Are Potential Sponsorship
Revenue Generators
22. The Year End: It’s A Wrap
23. The Next January 15 Issue: The National Sports Forum
24. Year Long Table Of Contents Follow-up
Issue #13
1. What Time Do You Have?
2. The Mid Term Report Card: Half A Season Down, Another Half
To Go
3. Should You Be Trying Something Different? It’s Not Too
Late—Phoenix Coyotes
4. Whatever Happened to The Consistent Ad Campaign?
5. How To Create The Illusion That You’re Involved With
The Olympic Hockey Team
6. That’s Entertainment…Or Is It?
7. Entertainment Minor League Baseball Style: Is There Something
Here For You?
8. Small Market? Small Budget? How Langley BC Goes Up Against
The Canucks
9. Small Budget? How The Plymouth (MI) Whalers Go Up Against
The Red Wings
10. Take the Test: Do You Really Know Your Fans?
11. From The National Sports Forum
Issue #14
1. The National Sports Forum: Everything You Wanted To Know
2. Amazing! A Lesson In Great Customer Service
3. Disappointing! Jon Spoelstra Gives Me Bad Customer Service
4. Is There New Found Money In Your Venue Facilities Both On
and Off Season?
5. Promotions To Pack The Arena
6. Top 10 Ticket Selling Ideas For All Sports, 2001-02
7. The Issue of No-Shows & What To Do About It
8. The Colorado Avalanche Ticket Exchange Program
9. How To Run Your Own Inexpensive, Yet Effective Ticket Exchange
Program
10. The One Key Phrase That Will Jump Start Next Year’s
Ticket Sales
Issue #15
1. Greetings from the Capitol of March Madness
2. The Home Stretch #1: Did You Give Your Customers What They
Wanted?
3. The Home Stretch #2: The Customer Gap (not a clothing store)
4. The Home Stretch #3: Did Your Corporate Sponsors Get An ROI?
5. Survey Your Database With This FREE Software
6. The Strongest, Most Effective Way To Sell Tickets Using Your
Newsletter
7. First Round Playoff Ticketing Strategies
8. Guaranteed Formula For A Successful Off-Ice Promotion
9. Generating Additional Revenues From The Female Market: Database
10. Generating Additional Revenues From The Female Market: Retail
Stores
11. Running a Successful & Profitable Women’s Hockey
Clinic—The Florida Everblades
Issue #16
1. Nightmare or Ultimate Challenge: Marketing A Team That Won’t
Be Back
2. Increasing Ticket Prices, Deflecting The Heat---Moncton Wildcats
3. Increasing Ticket Prices, Making A Promise #1---Nashville
Predators’ Playoff Pledge
4. Increasing Ticket Prices, Making A Promise #1---Florida Panthers’
Playoff Pledge
5. Two Most Successful Ticket Selling Promotions: Flint Generals
6. Two Most Successful Ticket Selling Promotions: Manchester
Monarchs
7. One Successful Ticket Selling Promotion: Edmonton Oilers
8. One Successful Ticket Selling Promotion: Hershey Bears
9. Working With Your Cable Company and the Center Ice Program
10. Summer Exposure: Staying In Front Of The Business Community
Issue #17
1. I’ve Discovered The Enemy, And The Enemy is Us!
2. The 80:20 Rule And Can You Make Money From It?
3. There’s A Gold Mine Out There: Identifying That Valuable
20%
4. Developing An Inner Circle Subscription Program
5. Five Successful Ticket Selling Promotions:
* Adirondack IceHawks
* LA Kings
* Manitoba Moose
* Pittsburgh Penguins
* Spokane Chiefs
6. Decrease Your Ticket Prices, Increase Your Attendance: Milwaukee
Admirals
7. An America On Line Approach to Marketing Your Team
8. Reality Check: Are We Treating Our Corporate Sponsors With
Care?
9. Summer Exposure: Out of Sight, Out of Mind
Issue #18
1. On Being Too Busy To Notice, Too Busy To Care
2. Ultimate Examples In Fan Caring
3. Questions That Have Always Gnawed At Me. Do You Have The Answers?
4. Lowering Ticket Prices: What Your Customer Really Thinks About
This!
5. Lowering Ticket Prices: Preventing A Negative Customer Perception
6. Do You Stand Behind Your Product? If Not, Then Why Should
A Fan Buy It?
7. This Washroom Sponsored by Lysol
8. Selling Your Power Play
9. How Much Money Did You Lose Because The Lines Were Too Long?
Issue #19
1. Winning In A Volatile Economy
2. A Tale Of 2 Similar Promotions: Why One Works & One Doesn’t
3. An NFL Team States Their Case For Lowering Ticket Prices
4. Is It Working? The Nashville’s Predators’ Playoff
Pledge
5. My Fans Don’t See A Value In Purchasing Tickets!
6. Defining Value and Placing It Into A Hockey Perspective
7. It May Take Doing Something Creatively Different In Selling
Tickets & Closing The Sale
8. Pipe Dream Wishes Of A Season Ticket Holder
9. A Question A Hockey Fan in Cincinnati Might Ask
10. Top Fifty Companies Advertising in Sports
11. Web Analytics: What Are People Doing When They’re Inside
Your Website?
12. An All-Encompassing Promotion: Donating Old Computers
Issue #20
1. Thinking Outside The Bun: An Exercise If You’re Stumped
2. Seventeen Categories That Are Outside The Bun
3. Going To The Dogs: Additional Revenues
4. More Questions That Have Always Gnawed At Me
5. The Best New Business Tool
6. We Asked About Your Sales Approach & Feeling Towards Cold
Calls
7. The Website Evolution: Getting Your Website Ready For The
Season
8. What Internet Users Prefer When Visiting Sports Websites
9. The Best Website Criteria
10. How Web Analytics Changed The Design of A Website: Flint
Generals
11. How Important Is Examining Your Users’ Behavior?
Issue #21
1. Inside The Mind Of A Corporate Sponsor
2. Disappointment To Excitement: A Corporate Relationship With
The Hurricanes
3. Three More Questions That Have Always Gnawed At Me
4. Ottawa Senators’ Variable Pricing Strategy: What’s
Right For Your Fans?
5. From The Parking Lots To The Gates: Generating More Revenues
6. Thirteen Website Home Pages I Wish I Could Redesign …Tonight!
Issue #22
1. NY Rangers’ Sather’s Email To Fans: A Relationship
Opportunity Lost
2. Has Your Coach Sent Out A State Of The Union Email?
3. When You Lose A Longtime Season Ticket Holder: The Hockey
News
4. Do You Have A Customer Service Or Customer Dis-Service Department?
5. Your Season Ticket Website Page: Does It Sell? Does It Calculate?
Do They “Walk?”
6. Season Ticket Financing: Can You Give What They Want?
7. If I Can Lease My Car, Why Not Lease My Seats?
8. Having A Good Ticket Exchange Program
9. It’s The Packaging That Sells!
10. More Questions That Have Always Gnawed At Me
11. Have You Ever Called Your Office?
12. The Key To Capturing Future Fans: Marketing The Proper Memories
13. Women’s Hockey Means More Revenue: LA Kings
14. Capturing New Families Moving To Your City
15. Does Your Season Start In December? A Seasonal Pricing Program
Issue #23
1. Time To Re-Examine Your Way Of Doing Business: Is It Time
To Stir It Up?
2. Ottawa Senators: Perfect Flexibility For The Customer
3. Guaranteed Fight Night: Right or Wrong, It Stirred Things
Up
4. Interview With The Houston Aeros: “We Felt There Was
Little Risk”
5. Guaranteed Fight Night: We Asked You What You Thought, &
You’ll Be Surprised
6. Utilizing Your Best Sales Ambassadors To Increase Ticket Sales
7. An Overlooked, Untapped Resource To Increase Ticket Sales
8. No Hockey In The Airports: An Opportunity To Increase Ticket
Sales
9. Putting Sizzle Into The Same Old Holiday Packs
10. What Are You Doing For The Holidays? Generating New Revenues!
11. Selling Tickets: Easy To Say “No” To Sales Rep,
Hard To Say “No” To Friends
12. More Questions That Have Always Gnawed At Me
13. The Most Effective Way To Make Positive Changes
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Issue #24
1. $110,000 Up Front In Coupon Book Ticket Sales: Hartford Wolf
Pack
2. Mid Season Prospecting For New Clients
3. Creative Differentiation: Atlanta Thrashers Moving Into Parking
Lots
4. How You Can Solve A Retailer’s Dilemma
5. Attention Southern Cities: Preparing for the Snowbirds
6. Could You Sell Your National Anthem?
7. Keeping Clients Happy Throughout The Season: Kamloops Blazers
8. Wowing With Birthdays
9. Learning From One Of America’s Premier Steakhouses On
Handling Birthdays
10. How To Capitalize On Birthdays & Create More Revenues
11. With 2 Zambonis, Is There Room For Another Revenue Generating
Machine?
12. Do Those Media Rich Email Campaigns Really Work?
13. Selling More Tickets In 2 Days Than In 1 Week: NY Rangers’
Email Program
14. Reaching Those Elusive Companies Who Buy Tickets For Their
Clients
Issue #25
1. Atlanta Follow-Up: Parking Lot Marketing
2. The Tax Man Cometh: Cashing In On Tax Day
3. Beating The Taxman & Winning Over A New Sponsor: Dayton
Bombers
4. Attracting The Hispanic Market: Is It For You? How Do You
Do It?
5. Turning A Team Expense Into A Revenue Generator: Lowell Lock
Monsters
6. Showing A Team How To Make $40,000 In Ticket Sales With Little
Or No Effort
7. Selling Research Survey Results & January Wrap-Up
Issue #26
1. The Sales Training & Experience Survey
2. Making Your Website Work: A Sales & Marketing Perspective
3. Marketing Implications Of Your Website: Re-Visiting The Flint
Generals’ Website
4. An Effective Community Crowd Pleaser: Skate for Charity
5. The Season Home Stretch: Get To Your Clients Before They Get
To You!
6. The Season Home Stretch: Last Chance For Fan Research
Issue #27
1. The Answer To Early Season Empty Seats: Is It Time For Seasonal
Pricing?
2. Seasonal Pricing: The Concept
3. How Will A Threat Of War Affect Your Sales & Marketing
Efforts?
4. Anyone Can Have An Email List, But Do You Have A Database?
5. A Unique Youth Hockey Promo Results In Sell Outs -- St. John’s
Maple Leafs
6. Important Info About Your AOL Email Users & How It Affects
You
7. Are You Happy With 80:20? Why Not Go For More?
8. Developing A Promotion That Creates A Buzz -- Manchester Monarchs
9. Creating a Local Promotion That Gets A Buzz & National
Exposure
10. A Great & Profitable Way To Utilize An Email Database
– Edmonton Oilers
11. Adding Elaborate Rewards To Get Early Season Renewals --
Florida Panthers
Issue #28
1. Did You Say Thanks? If You Did On Your Website, That’s
Not Enough!
2. You Are Your Team: Your Image In The Marketplace
3. A Magic Question To Ask Your Potential Sponsor
4. On Evaluating Client Sponsorships: Commentary
5. On Evaluating Client Sponsorships: Kamloops Blazers
6. On Evaluating Client Sponsorships: Idaho Steelheads
7. Connecting With The Kids: Lubbock Cotton Kings
8. An Early Bird Ticket Renewal Program: Brandon Wheat Kings
9. Seven Key Improvements To Make With Your Email List During
The Off-Season
10. Special Report: What The Corporate Sponsors Say
Issue #29
1. When Email is More Than Just A Message: Interactivity &
Responsiveness
2. Recalling A Really Bad Positioning Campaign
3. Boston Bruin’s PJ Stock Answers The Phones
4. Product vs Marketing: Which Comes First?
5. Product vs Marketing: Duck Food For Thought From “Experts”
At The Toronto Star
6. Overcoming The Discount Addiction: Why Buy When I Can Get
It For Free?
7. Marketing Your Mascot: Take the Mascot Marketing Test
8. Marketing Your Mascot: Does Your Mascot Marketing Need An
Overhaul?
9. Critical Elements In Marketing Your Mascot
10. Getting The Most Out Of Your Mascot: An Interview With The
Phillie Phanatic
11. Are There Any New Sponsorship Categories To Sell?
12. Five Really Hot Sponsorship Categories That Are Spending
Money
Issue #30
1. The Business World Loves White Papers. Why You Should Do One
2. Developing A Letterman List
3. What An Online Survey Did For Me -- And What It Can Do For
You
4. Selling The Helmet
5. Who Is Signing Your Ticket Renewal Letters?
6. When The Client Says Your Attendance Is Dwindling
7. Is This Really Family Entertainment?
8. Restroom Advertising: Does It Really Work?
9. A Unique Way To Make Restroom Advertising Work For The Client
10. The Power Of Testimonials
11. Putting Seniors On Your Sales Radar Screen
12. In Deep Thought: What Can You Do To Get Noticed?
Issue #31
1. Lessons From A Maverick: How Mark Cuban Shakes It Up…And
The Fans Love It!
2. Can You Apply Some Of Cuban’s Comments To You & Your
Team?
3. Is Your E-Commerce Page Really A Road To Riches?
4. Down To Earth Reality Of Getting Into E-Commerce: St. John’s
Maple Leafs
5. E-Commerce Spreads The Brand For A New Team: San Antonio Rampage
6. It Can Only Go Up: An Escalator Sponsorship
7. The Purple Cow: Getting Noticed When No One’s Noticing
You
8. Is Your Foodservice/Caterer Costing You Thousands of Dollars
in Lost Sales?
9. Is Your Menu Effective? Examining Arena Menus To Learn Do’s
& Don’ts
Issue #32
1. Everyone Needs A Little Rant Sometimes: Here’s Two I’ve
Been Saving
2. Nickel & Diming: A Bottom-Line Strategy At The Expense
Of Your Fans
3. Plug The Hole Now: Three Irritating Experiences That Fans
Stew About
4. Finding Your Fan Price Breaking Point
5. Can You Sell A First Class Parking Package?
6. Exclusivity Benefits For Season Ticket Holders: At What Cost
To You?
7. Sun Belt Teams: The RV Market Has Money Too
8. Improving Your Image In The Community: Blazers’ Pledge
To Fans
9. An Effective, Easy Group Sales Selling Tool: Plymouth Whalers
10. Successful Community Programs & Revenue Builders: Grand
Prairie Storm
11. Digging For Dollars: It’s Easy When You Know Who’s
Who
12. Digging for Suspects, Prospects, Customers
13. It’s Never Too Late To Start Digging: Atlanta Thrashers
Issue #33
Special Issue: Nothing Happens Until A Sale Is Made
1. Writing A Power-Sales Letter That Hits The Mark With Killer
Copy
2. The Power-Sales Letter Format That Works & Gets An Appointment
3. Creative Ways To Get Your Letter Read
4. Is Your Letter Geared To Your Features Or Your Client’s
Benefits?
5. The All Important Envelope: Get That Envelope Opened &
Not Trashed!
6. Three Creative Ways To Deliver Your Letter So It Gets Opened
7. Selling Approaches From Spot Checks Around The Leagues
8. Phoenix Coyotes’ Approach To Selling: The Answer Is Yes.
What’s The Question?
9. Gwinnett Gladiators: For A New ECHL Team, Where’s The
Selling Excitement?
10. Two Powerful Corporate Sales Letters That Are Guaranteed
To Work
11. Account Executive Or Corporate Sales-Builder?
12. The Cold Hard Facts On Sales, Selling and Building Revenues
For Your Team
13. The One Major Tip That No One Tells You About When Selling
Over The Phone
14. A Miracle Solution For Those Who Have Trouble Selling
15. Roanoke Express: When A Picture Is Worth A Thousand POWERFUL
Words
16. Revisiting The Pasture Of The Purple Cow
Issue #34
1. The Good, The Bad & The Ugly: A New Season & Dissecting
Shania Twain
2. Family Entertainment: A Tired Worn Out Cliché
3. Making It Easy To Purchase: 5 Games With The Flyers
4. Understanding The New Psyche Of The Customer
5. Philadelphia Phantoms: True Interaction Is The Key To The
Fan Experience
6. Providing Car Dealerships With A Competitive Edge: More Ticket
Sales
7. Do Business With Us! We’re More Than A Hockey Team
8. How To Sell 2,000 Tickets In 36 Hours
9. Ranting About A Lite In Dallas: Forcing Fans To Pay More
10. Take Home This Great Revenue Generating Idea From Carolina’s
Caniacs’ Carnival
11. How Would You Market This New Team? Toronto Roadrunners
12. Audio Postcard Idea: Reaching Out To The Business Community
Issue #35
Pt. #1 Two Cities & Two Campaigns-
1. Marketing On The Edge: Nashville Becomes Smashville
2. Civic Pride, Emotion & Selling Tickets: Hamilton Bulldogs’
Hometown Hockey
3. Developing Hometown Hockey: An Interview With Bulldogs’
Steve Katzman
Pt. #2 Dissecting NHL's Shania Twain TV Spots
4. Dissecting Shania: NHL’s New Commercials; Love Them or
Leave Them
5. What DoYou Think Of The Shania Campaign? Your Online Survey
Results
6. A Contrarian’s Point Of View Hoping ESPN Will Come To
The Rescue
7. The Shania Campaign: An Interview With Ed Horne Pres. - NHL
Enterprises
Pt. #3 Merchandising--
8. Instant Retailing: Play The Game & Get Your Share Of The
Holiday Spending Dollar
9. Instant Retailing: Hiring A Retail Expert To Maximize Your
Sales Display
10. Instant Retailing: Supersizing Your Online Merchandise Pages
11. Five EZ Ways To Sell Huge Amounts Of Merchandise During The
Holidays
Pt. #4 Season Ticket Holders
12. Are You Afraid Of Peeving Off Your Season Ticket Holders?
13. How To Get An Emotional Connection With Your Season Ticket
Holders: 66 Questions
Pt. #5 An Awesome & WOW Selling Technique—Special
Video Concept
14. The Ice Dogs Corporate Business Report: You Can Do This!
Issue #36
1. Three Years & Always Thankful
2. Corporate Report Update
3. The Fastest Growing Business Category Means More Revenue For
You!
4. A Great Sales Concept Generates Quarter Million Game Day Sales:
Wash Caps
5. Access Selling -- An Interview With Kevin Morgan, VP/Sales-Wash
Caps
6. A Different Revenue Generating Approach To Selling Single
Tickets
7. Community Marketing From The Top Down: Ottawa 67’s
8. Do You Have Successful Sales Traits? Take The Sales Trait
Behavior Test
9. The Montana Marketing Machine: Bozeman Ice Dogs
10. A Different Mental Approach To Selling Tickets
11. A Great ‘Penalty Free’ Revenue Generating Program:
Trenton Titans
12. Revisiting Audio Email & Generating Money From It
13. The Year In Review Rant
Issue #37
Special – Guts! Do You Have It?
1. Always Do What You’ve Always Done? Then You’ll Always
Get What You Always Got
2. Thirty-Three Gutful Ways To Get More Revenues
3. Defining Guts: Do You Have It?
4. Three Team Examples Of Guts: Atlanta * Houston * Anaheim
5. A Re-Branding Success Story: Mighty Ducks of Anaheim
6. I Am A Mighty Duck: A Classic Case Of Integration, Ownership
& Call To Action
7. A Fabulous Community Event: Chicago Blackhawks’ Pucks
& Pasta Dinner
8. Got Your Game On? Effective Selling By “Playing Their
Game”
9. Opening Yourself Up To Getting Better: Atlanta Thrashers’
Fan Survey
Issue #38
2. American Airlines Asks, “We Really Want You To Try Us
Again!”
3. Do You Know What Bothers Your Fans?
4. Miracle! A Great Movie
5. Disappointment! NHL Commercials
6. Planning An Off Season Dinner? If Not, Why Not!
7. Hot Sponsorship Categories
8. Don’t Forget The Girl Scouts: Hartford Wolf Pack
9. Another Great Armed Forces Promotion: Cape Fear Fire Antz
10. The Power Of Testimonials
11. Fan Friendly Ticket Pricing Strategies For Next Season
12. Your Email Database: A Sales Function, Not A Webmaster Function!
13. Five More Games: Final Chance To Forget About The Rules!
14. The Experience Economy: Taking It Home
15. Toronto’s Globe & Mail Features Ottawa 67’s:
Average Attendance 9,000+
16. It’s Easier To Work With Credit Unions Than With Banks!
Issue #39 BONUS
27 page booklet called, Common & Uncommon Wisdom: Marketing
& Sales Thoughts From Beyond The Blue Line.
Issue #40
1. Is Atkins Hurting Your Concession Sales?
2. Canada’s Hockey Day: Can You Do Your Own?
3. No Tim Horton’s In Your Town To Sponsor Hockey? Try This
Alternative!
4. Finished For The Season? Don’t Let Your Web Site Fade
Away
5. Put Audio On Your Web Site For Free: Here’s The Easy
Script
6. The Two Most Important Lessons My Mom Taught Me About Retailing
& Selling
7. Take The “There Are Other Ways To Market” Challenge!
8. Hometown Hockey Re-Visited: Hamilton Bulldogs
9. Hamilton’s Season Ticket Renewal & New Sales Program
10. A Major Promotion Captures A City: The Heroes Of Hometown
Hockey
11. No Heritage? No Tradition? Can You Still Do Hometown Heroes?
Issue #41
1. Could You Stand Up To Address A Crisis Or Face A Maddening
Crowd?
2. AHL Team Web Sites Go Down At A Critical Time: What If This
Happens To You?
3. How To Develop A Simple Web Site Back-Up Plan When Your ISP
Goes Down
4. If It Can Happen To Krispy Kreme, It Can Happen To You: Low
Carb Wave Update
5. Carry A Puck In Your Pocket: You Never Know Who’ll You
Meet
6. Are Cell Phones In The Stands Out Of Control?
7. Knoxville Ice Bears’ Strategy For Revenue Growth
8. Two Guiding Mantras For Successful Salesmanship
9. The Growth Of Sports Themed Restaurants: Can You Develop A
Fit For Your Team?
10. Thirteen Reasons Why A Company Should Purchase A Sponsorship/Ticket
Package
11. How To Turn Your In-Between Period Contestants Into Long
Term Team Assets
12. Do Fans Remember Your Sponsors? What If You Really Knew The
Truth?
13. Can’t Get In The Company’s Door? Then Throw A Party!
13. A Different Sales Approach: How Can We Add More Value To
Your Existing Campaign?
Issue #42
1. What’s Next For You? What’s Next For Your Fans?
2. How Your Team Benefits Your Community: Blowing Your Own Horn
3. Old Navy T-Shirts Everywhere! They Get The Program & You
Can Too
4. How To Do A Door Hangar Campaign Without The Expensive Printing
Cost
5. Is Yahoo Sending Your Email Newsletters To The Bulk Mail Box?
6. Extreme Advertising: More Than Just Radio/TV
7. The Game Of Business Is The Game Of Winning Customers
8. From Graphics To A Friendly Greeting: The Next Evolution Of
Your Web Site
9. The Best Loyalty Program: Communicating Value To Your Clients
10. The Fail Safe Solution When You Need An Idea, A Plan &
A Great Idea
11. The New Business Wheel: How To Keep It Rolling
12. Changing Your Hat From A Sales Person To A Marketing Expert
A Special
Issue
Issue #43
How To Rocket Your Retail Sales To The Levels You’ve Always
Dreamed Of
The Downfall of Email & How It Affects Your Team
Issue #44
1. How To Put Your Ticket Sales Drive On AutoPilot
2. Knowledge Is Power: A Powerful Sales TeleSeminar
3. Still Marketing Your Team With The Same Old Ideas?
4. When Things Just Don’t Make Much Sense
5. A Lesson In Street Marketing: The Presidential Election
6. What Does Your Team Look Like Off The Ice?
7. It’s Time For Sales People To Take Control Of Your Team’s
Website
8. A Look At ECHL Team Websites: The Good & The Ugly
9. Sponsors For Your Ticket Packages
10. A Unique and Profitable Way To Sell Tickets & Merchandise
Issue #45
Special Issue:
One Multi-Million Dollar Idea!
Issue #46
1. Ready For A New Season? How Will You Combat These Business
Trends?
2. What Does This Mean For Your Hockey Team In Seeking Out Revenues?
3. The Ringling Bros. Circus: What Improvements Have You Made
This Year?
4. Can Kids Have More Fun At A Shopping Mall Than At A Hockey
Game?
5. The Lockout #1 What If You Were Let Go?
6. Personal Productivity Analysis: What Did You Do With Your
Time?
7. Let Them Taste The Honey: Upgrading Seats
8. Tell Your Story In A ‘Per Inquiry’ Infomercial
9. Our Service Is Good: What Does That Mean? What Is Your Service
Promise?
10. What’s Your Elevator Statement & Why You Need One?
Issue #47
1. What Does Your Business Card Say About You?
2. Sales & Marketing Lessons From The Apprentice
3. Are You Running The Same Old Gift Certificate Ads? 4. Are
Hockey Teams No Longer Leaders In Web Site Technology?
5. The Most Important Lesson We’re Learning From The Lockout
6. Take Control Of Your Trade Agreements With The Media
7. Instant Credibility: When Was The Last Time You Did This?
8. First Impression: Who Is Answering Your Phones?
Final Issue #48
1. A Look Back At The Four Year Ride
2. Can’t Fill Your House? Look At How Others Are Doing It
3. In One Phone Call, You Can Make Money … Without Using
A Sales Pitch
4. Eight Information-Selling Ways To Use The Phone To Increases
Sales
5. A Visually Exciting Off-Arena Promotion: Pucks & Trucks
6. Reaching The Influential iPod Generation
7. An On-Demand Web Cast On Your Web Site
8. Handle With Care; This Could Be Your Most Powerful Marketing
Tool
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