5 Ways To Save Your Sports Tickets
When the time comes to cut costs, tickets and luxury suites are a popular target. They shouldn’t be, as seen here in Workplace Magazine. Below are five ways you can save your ticket assets from being downsized in 2013:
1) Stop Hiding Tickets and Showcase Them. Rules best learned in kindergarten go out the door when tickets to the big game are involved. Everybody shares or nobody gets them. A company buys tickets and the executives hoard them for themselves, claiming they are concerned the staff will create an unmanageable stampede once informed about tickets. But the opposite occurs and tickets waste away in drawers.
2013 Tip: Communicate tickets openly. Use roles or regions to make tickets available. For example: Only VP’s get access for the first two weeks, then directors, then everyone else as the game gets closer.
2) Policy Not Politics: Tickets are valuable. Everybody wants them, leading to ticket managers playing favorites, executives bullying ticket managers and important prospects being left at home. It is critical to have clearly defined policies for which requests will get priority and openly communicate these guidelines to your team. Take out the guesswork and empower your ticket managers to do the right thing without fear of demanding executives.
2013 Tip: Distribute tickets by amount of potential revenue represented by the guest with no guest going to an event more than once per month (or an appropriate timeframe for your program).
3) Get an Executive Involved. It always helps to have friends in high places – especially when they can help you save your ticket program. Executives left in the dark on your process, no matter how strong you think it may be, are executives that cut tickets. Involve them in the high level crafting of your policy and keep them updated regularly on progress, wins and underperforming tickets.
2013 Tip: Common sense rule applies — when a person believes they have ownership in tickets they are less likely to cut them.
4) Play Offense. Once you are asked “Are these tickets worth it?” your program is already in serious trouble. Don’t assume everybody knows how well things are going. Make sure the “tickets” get the credit they deserve. Regularly encourage your team with positive results and position tickets as a necessary business expense and not a boondoggle or hassle.
2013 Tip: Create a monthly report highlighting ticket wins including detailed lists of what customers have attended events recently. Be aggressive in pointing out successful tickets and the need for more while identifying those that can be dropped.
5) Get Tickets Out Of Drawers At All Cost. Teams lose, star players leave, games fall on holidays. Unfortunately, not every ticket is Game 7 of the NBA Finals. There are still teammates that want your tickets. Plan ahead for low-demand games with staff drawings and open communication or donate them to charity. All tickets are assets and should never go unused.
2013 Tip: Include low demand tickets on your employee discounts page and donate any unused tickets to charity for a tax deduction.