In my recent blog on the ‘headache of starting up a new sports team season’, I want to highlight another area that is connected and involves your key revenue source – corporate partners.
Before I comment further, I must go back to my educational upbringing and let you know that my training - and good fortune - came from a Vocational High School in Massachusetts where my trade specialty was in Industrial Design (which centered on everything to do with creating art and graphics).
That knowledge has been such a payback for me throughout my career. This may sound strange to some of you but in all my years of taking on start-up franchises and fixing others, I have never permitted the corporate sponsors to purchase "specific locations" for signage and or publications. Yes, we have always given higher consideration to those that are investing top dollar. Where you get hurt is in laying out your sponsor’s messages.
I’ll use my sport of hockey as an example: we recently sold 57 rink board signs. Most are 8' in length by 33" tall. If you are selling your property as "specific locations", it will do your sponsor no good to have a wordy white background sign placed next to another busy white background display and another because each got locked into a sales location. My graphics company will arrive with me at the morning of our signage install day and lay out all of our signs on the ice floor. I will look at each and choose the location's by contrast. The RED McDONALD’S sign goes next to the WHITE sponsor sign with a simple logo display. The last thing you want is a wall with no contrast because you committed everyone to a spot.
From the moment I ever began my selling process, I usually told each partner that I will ENHANCE their visibility tenfold if they TRUST my ability to pick & choose where to place their investment. Here’s the trick to sell my point: ask one of your local TV stations to get you a 60 second tape of your game highlights on a CD. Watch carefully and see if you can recognize your business partners? Can you see their message? If you cannot, know that your partners can’t either. You want your partner’s to see themselves. That’s why most invest in sports sponsorships – to see themselves! You want your client’s customers to see them as well so that they’ll tell the sponsor.
You also want to KILL THE CLUTTER off every sign. There are reasons why McDONALD’S or SUBWAY brand their logos. Small businesses will WIN the war in branding if they follow suit! Don’t let the client sell you otherwise. In this world, we all GOOGLE so a sponsor doesn’t need to promote their phone, website and locations on a sign board. LESS CLUTTER SELLS MORE! LESS CLUTTER GETS THE SPONSOR’S MESSAGE SEEN MORE ON TV! You gutter ball it and your revenues will suffer the consequence!
As for publications, I have taken the same approach with my partners other than COVERS. Each season, I will instruct my printing rep to provide me with every ad pre-printed out in a Low Rez Color proof as well as all editorial. My rep will meet up with me the week before we go to print and I’ll look at each editorial page and match up the advertiser to BEST ENHANCE that page. EDITORIAL DESIGN HELPS BRING OUT YOUR ADVERTISER AND THE SPONSOR'S AD DESIGN HELPS BRING OUT YOUR EDITORIAL CONTENT! Again, we do give higher priority locations to the top sponsors!
Getting your client to signature of approval is like you & I choosing a restaurant location for our next meal. Once you are inside and the dinner plate is placed before you, now it’s the “presentation display” that SELLS YOUR BRAIN within a split second to devour that plate or not. Same with a sponsor when he sees his/her image at your facility. Doing the little things and giving that business property a chance to LOOK LIKE A MILLION ON THE DINNER PLATE will go a long way in increasing your team revenues!
Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com
Saturday, October 10, 2009
Friday, October 9, 2009
HEADACHES OF LAUNCHING A NEW SPORTS TEAM SEASON!
For those readers that are affiliated with a sports team program, you’ll understand and appreciate this piece.
I remember when moving into my current position in Sioux Falls, SD to start up an expansion hockey franchise, the first thing I told my business partners was that no matter how many year’s we work together, opening up a season is one of the most difficult things we’ll ever do. It is stressful as it gets, especially in areas of sponsorship fulfillment when you are responsible for producing the signage, publication ads and promotional items for starters. This process usually takes place within 30-45 days or so before the arrival of your home opener.
In a world that is driven by high tech gadgets and computer software, you’d think every business would be so aware of these alphabet letters: EPS, PDF and JPEG. They are computer file formats so needed to complete your sponsored projects yet in dealing with the client and your graphics company prior to a season’s start-up is enough to make your head of hair turn a different shade of grey each year! Example: A signage production company all prefer to deal with e-mail files submitted in an EPS format. When assembling your game program, yearbook or pocket schedules, the local printer will want that same customer of yours to submit its art work in PDF files. Oh, and when creating your sponsor’s website banner ads and pop-up messages, a designer will want mostly a JPEG working file!
As you lead into a season’s start-up, every employee feels the intensity and you start to budget your day’s accomplishments by the minutes versus hours. Then you get that client who procrastinates and is finally ready to get their art work to you for his signage. You open up your e-mail box and see this LOW REZ piece of art staring you in the eyes that the client obviously copied off from their website. They didn’t have anything else on hand to send. Yet, you are working with client on a 10-foot wall sign for your ballpark or a hockey rink board. Your graphics company barks at you and say “It’s too weak. I can’t deal with it!” We’ve all been there. You’re probably chuckling reading this. I just lived through this for the past two months, enough that I am still fighting sleep deprivation!
Yes, I love those clients that direct me to their ad agencies to work out the creative elements. That’s when life’s a beach but trying to fulfill the package elements signed on by your smaller (local) businesses is, and will always be, extremely challenging year-to-year. Most just do not understand the complexities of today’s technology nor have they ever invested in getting their brand identification assembled in all computer formats.
As you develop relationships with your business partners, do encourage the client to seriously invest in their logo and licensed marks and get them all reformatted in all current day working computer formats! It can really take a load of stress off the client and not to mention you as the sales rep. Any graphic design shop or agency can set up an EXTRANET SITE for the company (should be at no additional cost). This is a web access site that will store a client’s logos in all formats, from color-to-black & white.
Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com
I remember when moving into my current position in Sioux Falls, SD to start up an expansion hockey franchise, the first thing I told my business partners was that no matter how many year’s we work together, opening up a season is one of the most difficult things we’ll ever do. It is stressful as it gets, especially in areas of sponsorship fulfillment when you are responsible for producing the signage, publication ads and promotional items for starters. This process usually takes place within 30-45 days or so before the arrival of your home opener.
In a world that is driven by high tech gadgets and computer software, you’d think every business would be so aware of these alphabet letters: EPS, PDF and JPEG. They are computer file formats so needed to complete your sponsored projects yet in dealing with the client and your graphics company prior to a season’s start-up is enough to make your head of hair turn a different shade of grey each year! Example: A signage production company all prefer to deal with e-mail files submitted in an EPS format. When assembling your game program, yearbook or pocket schedules, the local printer will want that same customer of yours to submit its art work in PDF files. Oh, and when creating your sponsor’s website banner ads and pop-up messages, a designer will want mostly a JPEG working file!
As you lead into a season’s start-up, every employee feels the intensity and you start to budget your day’s accomplishments by the minutes versus hours. Then you get that client who procrastinates and is finally ready to get their art work to you for his signage. You open up your e-mail box and see this LOW REZ piece of art staring you in the eyes that the client obviously copied off from their website. They didn’t have anything else on hand to send. Yet, you are working with client on a 10-foot wall sign for your ballpark or a hockey rink board. Your graphics company barks at you and say “It’s too weak. I can’t deal with it!” We’ve all been there. You’re probably chuckling reading this. I just lived through this for the past two months, enough that I am still fighting sleep deprivation!
Yes, I love those clients that direct me to their ad agencies to work out the creative elements. That’s when life’s a beach but trying to fulfill the package elements signed on by your smaller (local) businesses is, and will always be, extremely challenging year-to-year. Most just do not understand the complexities of today’s technology nor have they ever invested in getting their brand identification assembled in all computer formats.
As you develop relationships with your business partners, do encourage the client to seriously invest in their logo and licensed marks and get them all reformatted in all current day working computer formats! It can really take a load of stress off the client and not to mention you as the sales rep. Any graphic design shop or agency can set up an EXTRANET SITE for the company (should be at no additional cost). This is a web access site that will store a client’s logos in all formats, from color-to-black & white.
Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com
Sunday, September 27, 2009
DON'T FEAR FAILURE! LEARN FROM YOUR MISTAKES!
Last night I was enjoying Star Trek – The Next Generation, one of my favorite TV shows. I think I’ve seen every episode with Jean Luc Picard and crew over the years. For some reason, as I was resting on the couch, a particular scene caught my attention. Two of the show’s characters - “Lieutenant Commander Data” and “Chief Engineer Geordi LaForge” - ventured into the ship’s holodeck to reenact the fictional character Sherlock Holmes from the late nineteenth and early twentieth centuries.
Data, who plays an android, frustrated LaForge because his positronic brain allowed him to compute things ahead so that he kept figuring out the story’s outcome within seconds which infuriated LaForge. The latter quickly exited the holodeck with Data soon to follow him wearing a facial expression of ‘what happened?’ The two characters then got into a discussion – witnessed by the ship’s Dr. Pulaski – in which LaForge complained that the fun is in the attempt to solve the mystery, not skip to the end.
Dr. Pulaski overhears the discussion and tries to counsel Data by saying: “To feel the thrill of victory, there has to be the possibility of failure”. She then added: “Data, there is some value in losing. We learn more from failure and our mistakes”.
That scene got me off the couch quickly and running around to find a post-it note and a pen. The words just stuck with me. Of course being in the sports business, I first thought about my coach. Thinking he’ll love this verbiage and more than likely use it for his players. Then, I was thinking about my staff and how I’m always trying to find that one motivational nugget. Wow, this could be the one! Thankfully, my wife had this one episode on DVR so I could replay the lines over and over!
What the Star Trek’s ship doctor said was so true when it comes to becoming a success in business and in life? Each of us has experienced that moment in time we wish we could wind the clock back and relive. I, for one, remember a time in my career when our hockey team’s game program arrived from the printer the day before the home opener and the page numbers were all omitted. It was a mistake we didn’t catch in the final blueline. It also messed up all of our PA announcements for this particular season when giving away prizes, etc. My GM gave me grief. Every year thereafter, I’ve never forgotten to proof the page numbers when we got to the final blueline.
Another time, we had our T-Shirt slingshot team on ice and there was a misfire going in the direction of the Zamboni Machine (that resurfaces the ice). The shirt went skidding down the ice towards the machine and got sucked in, thus forcing the Zamboni to break down LIVE on the ice in front of a full house. Not only did we delay the start of the next period but this error in judgment cost the club thousands! My boss screamed at me on behalf of the game staffer for 24 hours it seemed like. Never again have I ever permitted our promotional shooters to fire in the direction of the Zamboni when they have performed on ice since.
Two of my favorite quotes that deal with adversity come from Henry Ward Beecher: “One's best success comes after their greatest disappointments” and Zig Ziglar: “Others can stop you temporarily - you are the only one who can do it permanently”.
Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com
Data, who plays an android, frustrated LaForge because his positronic brain allowed him to compute things ahead so that he kept figuring out the story’s outcome within seconds which infuriated LaForge. The latter quickly exited the holodeck with Data soon to follow him wearing a facial expression of ‘what happened?’ The two characters then got into a discussion – witnessed by the ship’s Dr. Pulaski – in which LaForge complained that the fun is in the attempt to solve the mystery, not skip to the end.
Dr. Pulaski overhears the discussion and tries to counsel Data by saying: “To feel the thrill of victory, there has to be the possibility of failure”. She then added: “Data, there is some value in losing. We learn more from failure and our mistakes”.
That scene got me off the couch quickly and running around to find a post-it note and a pen. The words just stuck with me. Of course being in the sports business, I first thought about my coach. Thinking he’ll love this verbiage and more than likely use it for his players. Then, I was thinking about my staff and how I’m always trying to find that one motivational nugget. Wow, this could be the one! Thankfully, my wife had this one episode on DVR so I could replay the lines over and over!
What the Star Trek’s ship doctor said was so true when it comes to becoming a success in business and in life? Each of us has experienced that moment in time we wish we could wind the clock back and relive. I, for one, remember a time in my career when our hockey team’s game program arrived from the printer the day before the home opener and the page numbers were all omitted. It was a mistake we didn’t catch in the final blueline. It also messed up all of our PA announcements for this particular season when giving away prizes, etc. My GM gave me grief. Every year thereafter, I’ve never forgotten to proof the page numbers when we got to the final blueline.
Another time, we had our T-Shirt slingshot team on ice and there was a misfire going in the direction of the Zamboni Machine (that resurfaces the ice). The shirt went skidding down the ice towards the machine and got sucked in, thus forcing the Zamboni to break down LIVE on the ice in front of a full house. Not only did we delay the start of the next period but this error in judgment cost the club thousands! My boss screamed at me on behalf of the game staffer for 24 hours it seemed like. Never again have I ever permitted our promotional shooters to fire in the direction of the Zamboni when they have performed on ice since.
Two of my favorite quotes that deal with adversity come from Henry Ward Beecher: “One's best success comes after their greatest disappointments” and Zig Ziglar: “Others can stop you temporarily - you are the only one who can do it permanently”.
Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com
Saturday, September 26, 2009
SPORT MANAGEMENT STUDENT INTERVIEW WITH JIM LORIA
POSTED BY: Monica McAlister, Sport Management Student at George Mason University
Q) What are your specific duties as President of the Sioux Falls Stampede?
A) Even though I am President of the franchise, I do not get involved in the hockey operations nor offer any input. We keep that separate, which I have no problem. My sole focus is to administer the business side, where my chief responsibility is to lead the way in securing and finding new revenue opportunities. That would derive from all facets of ticket sales, corporate sponsorships, promotions, community programs, special events and social media developments. I am also responsible for the “image” of our franchise, all marketing, sales product development and our community relations projects and involvement in public affairs.
Q) Is there anything that inspires you every day to go to work? What is it?
A) I truly love my job. It is my hobby. I have been at this for 30-plus years and have never stopped loving what I do. What is most rewarding about my job is that we get to work with amateur players (considered the best in the country) at the ages of 16-20 and teach them how to smile, get involved with the community and interact socially. There are the relationships with our fans and business partners too. We create memories and winning business plans. I am also fascinated by people and learning how everyone connected the dots in their life and what footsteps they took to arrive in the position’s they currently occupy.
Q) What was your degree focus when you were in college?
A) I never went to college. I did attend a Vocational High School in Massachusetts where my trade I studied was Industrial Arts. That probably was a blessing in disguise for me because this 4-year trade school taught me a lot of creativeness, design work, printing, photography, graphics… all skills that my job takes on today and in years past. I’ve always been very hands on with each of our publication and print jobs more so because of my understanding and love for those jobs!
Q) What is your opinion on the ‘new’ Sports Management degrees programs?
A) I think the school's today have really elevated their Sport Management programs and are much more in tune with the needs of the sports business, especially with many school's now instituting actual SALES COURSES! It's the one skill most all employers in the sports business gripe about - the fact that the graduates just are not ready made to jump right in and be counted on to be an immediate contributer! Years ago, I remember when I tried to move away from my job in hockey with the Washington Capitals and despite a decorated resume (all PR at the time), I was even once told by a sports related agency that my resume said "I Couldn't Sell A French Fry!" That's when I started to understand my key to a successful future in this business was to find a way to become a "revenue generator".
Q) Can you tell me what are some skills that you feel are often over looked that are needed to be successful in the Sports Industry?
A) Writing, Speaking, Communications and Follow Through are at the top of the list. I see it with so many young kids coming out of college. They severely lack these skills, degreed or not. On the flip side, you can have the most decorated resume in the world but if you can't "smile"... "look someone in the eyes"... "effectively communicate", than the degree is wasted. I don't think I am off base by saying that with most employers today, your resume can get you the interview, but it’s that first glimpse of you & the employer when you first meet that probably cinches half of the door opening up for you or staying closed.
That's why internships are so important. You are on display everyday. Your work is measured. Your ability to figure things out. Do you come up with solutions for problems you may incur or complain? Do you get along with others internally & mesh in with all departments? I'd rather teach someone knowing that the individual & I connected the dots to one another, than take a resume star that’s on another agenda.
Q) What made you go into the Sport business?
A) I grew up in the heart of Red Sox, Celtics and Bruins Nation in New Bedford, Massachusetts. I loved hockey and developed a correspondence with a hockey player in Canada that ultimately led to an invited trip to see this person play in Junior Hockey (a level that the NHL drafted its players). This helped peak my interest in the sport and I ultimately got a job opportunity to work in Junior Hockey in of all places - Billings, Montana in 1977. That was my big break and led me to a 30-plus year career in hockey management. In Billings, I began as the ‘jack-of-all-trades’ guy. I was one of three employees on the team. I was the receptionist, the media relations guy, the game night entertainment director, community relations, and the ticket salesperson. Whatever needed to get done, I rolled up my sleeves and did it. I probably worked around 80 hours a week back then. I rode a bike to work and did not drive a car. Snow, rain nor sleet kept me from getting to the office. What helped me most in my young days in this business was getting my feet wet in all departmental areas like promotions, events, sales and even learning people skills, communications, attention to details and follow though. My management career has covered all levels in the sport - junior hockey, minor pro and the big leagues (Washington Capitals, Minnesota North Stars and Carolina Hurricanes).
Q) What was a single moment in your career that you feel was a turning point?
A) Working in Regina, Saskatchewan back in 1979, my third year in the business. I was 24 years old then and met a ton of hockey people from all levels of the sport. Regina was (and is today) considered one of the mainstream franchises in Junior Hockey Canada. Everyone came to this city to scout our players. The one year I worked there, we had a Championship team and three first round NHL Draft picks on the playing roster. During that year, I actually had five NHL team’s offer me a job, so the exposure helped me as well!! I chose the Washington Capitals from the offers that came in!
Q) What path did your career take to get where you are now?
A) Learning how to SELL is what propelled my career. Teams are always looking to find revenue generators and I’ve had many choices of places to work because of what I had accomplished. I guess what made me attractive to a sports team owner was the fact that I could sell, but also handle marketing, PR, community, advertising and business… so I became a cost savings employee for a franchise if that makes sense!
Q) Can you give details about if you had a specific career goal when you first started?
A) Yes, I told my family that I wanted to work in the National Hockey League back when I was in high school. Everyone chuckled. When I got the chance to get the job in Montana (1977), I remember telling my family that I’d be in the Big Leagues within three years! That was bold because when I see the world today and know how very RARE it has ever been for a Junior Hockey employee to go directly to the NHL, I feel extra proud knowing that I did get to the NHL in my third year of working in Junior Hockey and had five teams come recruit me for a job!
Q) Have you accomplished it?
A) I feel that I have accomplished a life’s dream but I also believe you never stop learning each and every day regardless of the job you have… so there are still roads to travel and footsteps to keep taking!
Q) What is the greatest reward associated with your current position?
A) Definitely watching our players grow into men and seeing them achieve both as pro hockey players but even better as individuals that got educated and found fantastic careers in business! We’ve had some of our alumni that are now lawyers, doctors, policeman, architects, landscapers and such! That is so awesome to think we played a role in their development as a teenager! Also, through our work in the community, we are very proud of the fact that our club has contributed well over $500,000 in cash donations to our community in ten seasons and have been recognized for this type of special achievement!
Q) How did you find balance between your professional life and your personal life?
A) It’s the hardest thing to do. I have never met a successful person that has shut off the job after 5 PM between Monday-Friday. For me, I do owe my wife at least a Million catch up points already for all the things she’s done for me to raise our family while my job has occupied my time. My wife gets all the credit for raising our family. She is my rock as are my three daughters! I am a big homebody when my Stampede clock shuts off so it’s rare if I travel out of town so at least in body I am home more than not. But this job does occupy your time 24 hours a day.
Q) Will you share some experiences you’ve had, in either your personal life or your professional life, which you feel were good learning experiences?
A) For any student, expose yourself to all aspects of the field that interests you most. Internships are the best way. Don’t limit yourself to just one – do sample a few. Don’t attempt to pay off student loans with the first job you latch on to. Get a job with a company that has a GREAT REPUTATION and one that will give you an opportunity to develop and get your feet wet. Become a SOLUTIONS person vs. a COMPLAINER with only problems.
CONNECTING WITH YOUR EMPLOYER! Just like finding a date, it’s the ability to connect. It’s in your look. Your eyes and how you smile. Resumes, sometimes, are not the most important. It’s that MOMENT of contact. I, for one, want charismatic people who can SMILE. A hard-working professionally mature person with Integrity, Character, a CAN DO individual who’s not afraid of hours. We’ll teach the rest.
Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com
Q) What are your specific duties as President of the Sioux Falls Stampede?
A) Even though I am President of the franchise, I do not get involved in the hockey operations nor offer any input. We keep that separate, which I have no problem. My sole focus is to administer the business side, where my chief responsibility is to lead the way in securing and finding new revenue opportunities. That would derive from all facets of ticket sales, corporate sponsorships, promotions, community programs, special events and social media developments. I am also responsible for the “image” of our franchise, all marketing, sales product development and our community relations projects and involvement in public affairs.
Q) Is there anything that inspires you every day to go to work? What is it?
A) I truly love my job. It is my hobby. I have been at this for 30-plus years and have never stopped loving what I do. What is most rewarding about my job is that we get to work with amateur players (considered the best in the country) at the ages of 16-20 and teach them how to smile, get involved with the community and interact socially. There are the relationships with our fans and business partners too. We create memories and winning business plans. I am also fascinated by people and learning how everyone connected the dots in their life and what footsteps they took to arrive in the position’s they currently occupy.
Q) What was your degree focus when you were in college?
A) I never went to college. I did attend a Vocational High School in Massachusetts where my trade I studied was Industrial Arts. That probably was a blessing in disguise for me because this 4-year trade school taught me a lot of creativeness, design work, printing, photography, graphics… all skills that my job takes on today and in years past. I’ve always been very hands on with each of our publication and print jobs more so because of my understanding and love for those jobs!
Q) What is your opinion on the ‘new’ Sports Management degrees programs?
A) I think the school's today have really elevated their Sport Management programs and are much more in tune with the needs of the sports business, especially with many school's now instituting actual SALES COURSES! It's the one skill most all employers in the sports business gripe about - the fact that the graduates just are not ready made to jump right in and be counted on to be an immediate contributer! Years ago, I remember when I tried to move away from my job in hockey with the Washington Capitals and despite a decorated resume (all PR at the time), I was even once told by a sports related agency that my resume said "I Couldn't Sell A French Fry!" That's when I started to understand my key to a successful future in this business was to find a way to become a "revenue generator".
Q) Can you tell me what are some skills that you feel are often over looked that are needed to be successful in the Sports Industry?
A) Writing, Speaking, Communications and Follow Through are at the top of the list. I see it with so many young kids coming out of college. They severely lack these skills, degreed or not. On the flip side, you can have the most decorated resume in the world but if you can't "smile"... "look someone in the eyes"... "effectively communicate", than the degree is wasted. I don't think I am off base by saying that with most employers today, your resume can get you the interview, but it’s that first glimpse of you & the employer when you first meet that probably cinches half of the door opening up for you or staying closed.
That's why internships are so important. You are on display everyday. Your work is measured. Your ability to figure things out. Do you come up with solutions for problems you may incur or complain? Do you get along with others internally & mesh in with all departments? I'd rather teach someone knowing that the individual & I connected the dots to one another, than take a resume star that’s on another agenda.
Q) What made you go into the Sport business?
A) I grew up in the heart of Red Sox, Celtics and Bruins Nation in New Bedford, Massachusetts. I loved hockey and developed a correspondence with a hockey player in Canada that ultimately led to an invited trip to see this person play in Junior Hockey (a level that the NHL drafted its players). This helped peak my interest in the sport and I ultimately got a job opportunity to work in Junior Hockey in of all places - Billings, Montana in 1977. That was my big break and led me to a 30-plus year career in hockey management. In Billings, I began as the ‘jack-of-all-trades’ guy. I was one of three employees on the team. I was the receptionist, the media relations guy, the game night entertainment director, community relations, and the ticket salesperson. Whatever needed to get done, I rolled up my sleeves and did it. I probably worked around 80 hours a week back then. I rode a bike to work and did not drive a car. Snow, rain nor sleet kept me from getting to the office. What helped me most in my young days in this business was getting my feet wet in all departmental areas like promotions, events, sales and even learning people skills, communications, attention to details and follow though. My management career has covered all levels in the sport - junior hockey, minor pro and the big leagues (Washington Capitals, Minnesota North Stars and Carolina Hurricanes).
Q) What was a single moment in your career that you feel was a turning point?
A) Working in Regina, Saskatchewan back in 1979, my third year in the business. I was 24 years old then and met a ton of hockey people from all levels of the sport. Regina was (and is today) considered one of the mainstream franchises in Junior Hockey Canada. Everyone came to this city to scout our players. The one year I worked there, we had a Championship team and three first round NHL Draft picks on the playing roster. During that year, I actually had five NHL team’s offer me a job, so the exposure helped me as well!! I chose the Washington Capitals from the offers that came in!
Q) What path did your career take to get where you are now?
A) Learning how to SELL is what propelled my career. Teams are always looking to find revenue generators and I’ve had many choices of places to work because of what I had accomplished. I guess what made me attractive to a sports team owner was the fact that I could sell, but also handle marketing, PR, community, advertising and business… so I became a cost savings employee for a franchise if that makes sense!
Q) Can you give details about if you had a specific career goal when you first started?
A) Yes, I told my family that I wanted to work in the National Hockey League back when I was in high school. Everyone chuckled. When I got the chance to get the job in Montana (1977), I remember telling my family that I’d be in the Big Leagues within three years! That was bold because when I see the world today and know how very RARE it has ever been for a Junior Hockey employee to go directly to the NHL, I feel extra proud knowing that I did get to the NHL in my third year of working in Junior Hockey and had five teams come recruit me for a job!
Q) Have you accomplished it?
A) I feel that I have accomplished a life’s dream but I also believe you never stop learning each and every day regardless of the job you have… so there are still roads to travel and footsteps to keep taking!
Q) What is the greatest reward associated with your current position?
A) Definitely watching our players grow into men and seeing them achieve both as pro hockey players but even better as individuals that got educated and found fantastic careers in business! We’ve had some of our alumni that are now lawyers, doctors, policeman, architects, landscapers and such! That is so awesome to think we played a role in their development as a teenager! Also, through our work in the community, we are very proud of the fact that our club has contributed well over $500,000 in cash donations to our community in ten seasons and have been recognized for this type of special achievement!
Q) How did you find balance between your professional life and your personal life?
A) It’s the hardest thing to do. I have never met a successful person that has shut off the job after 5 PM between Monday-Friday. For me, I do owe my wife at least a Million catch up points already for all the things she’s done for me to raise our family while my job has occupied my time. My wife gets all the credit for raising our family. She is my rock as are my three daughters! I am a big homebody when my Stampede clock shuts off so it’s rare if I travel out of town so at least in body I am home more than not. But this job does occupy your time 24 hours a day.
Q) Will you share some experiences you’ve had, in either your personal life or your professional life, which you feel were good learning experiences?
A) For any student, expose yourself to all aspects of the field that interests you most. Internships are the best way. Don’t limit yourself to just one – do sample a few. Don’t attempt to pay off student loans with the first job you latch on to. Get a job with a company that has a GREAT REPUTATION and one that will give you an opportunity to develop and get your feet wet. Become a SOLUTIONS person vs. a COMPLAINER with only problems.
CONNECTING WITH YOUR EMPLOYER! Just like finding a date, it’s the ability to connect. It’s in your look. Your eyes and how you smile. Resumes, sometimes, are not the most important. It’s that MOMENT of contact. I, for one, want charismatic people who can SMILE. A hard-working professionally mature person with Integrity, Character, a CAN DO individual who’s not afraid of hours. We’ll teach the rest.
Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com
Monday, September 7, 2009
Helpful Sales Reminders for Today!
… Recruit and date first before presenting the Marriage Proposal. The old saying, never kiss on the first date.
… Avoid only calling on a client, despite what your relationship may be, if it’s continually just to “Sell an Idea” or “Ask for a Favor”. The client will get tired of your voice. Like a real life marriage, you need to keep your partners off balance. Keep the relationship interesting and fun for both parties!
… If you are in position to do so, one of the best (trade) deals you can make is with your local Cookie Design Company. They can developed your sports team uniform (or business logo) cookies. For the price of a small ad or some tickets, you can secure 15-20 deliveries over a year. Perfect opportunity to surprise a client when something special happens, welcome a new sponsor to your (team's) family or just say thank you for the business!! You can also work this through a Fruit Basket company too. You can never say THANK YOU enough to your clients or customers!
… Never discount how important it is to develop relationships with the soft drink street reps, the beer guys, your grocery store partner, c-store personnel, etc. I stay in touch with them quite a few times each season, trying to learn their business, get updates on in-store vendors, acquire contact names, see who has co-op funds and such. A lot of times, the names you're acquiring will never be seen in a local phone book. Some might be regional! On the flip side, year's ago, one of the best trades I ever made was giving a local caterer a pair of season tickets in exchange for his Pharmaceutical Sales Rep list!! Sold a Suite and 48 season tickets off of that prize list!
… Merchandising is an important element too. Don’t take for granted how powerful a sports team product such as a Hockey Puck, a Football, Basketball or a Baseball (and Bat) can be! You want your team (company logo) product to be seen in those key corporate offices. That $5 cost is worth “thousands” in perception & value to have your team/business viewed on Mr. CEO’s desk! I remember once years ago that in order for me to close out a deal, I had to get a Joe Montana Autographed Football for a National Hardware chain.
… Your success is all about the reputation you develop and your ability to deliver on performance! Treat everyone you meet like it’s your last friend on earth whether he/she is the CEO or the Intern! Focus always on the little things! Example: Something as simple as sending your female clients that have children a Happy Mother's Day when that comes up or a Happy Valentine's Day wish too! Same for all clients, take time to wish them the best during each of the major holidays (Thanksgiving/Christmas/New Years/4th of July/Labor Day). Everyone likes to be thought of!
... HANDWRITE THANK YOU NOTES when you close out a deal with a brand new client or one that maybe was a bit of a struggle!
… From a sports team perspective, try to capture e-mail addresses from your meetings and social gatherings. As for myself, I develop grouping lists on my e-mail address book. Lists such as “Group Leaders”… “Season Ticket Clients”… “Partial Plan Buyers”… “Corporate Sponsors”… “Future Sponsor Prospects”, etc. I communicate with these people all year; sometimes even survey them periodically to receive input. I tend to do as much business nowadays from e-mail postings as I do picking up the phone. KNOW THAT MY SUCCESS ON THE LATTER IS ONLY DUE BECAUSE OF THE RELATIONSHIPS THAT I’VE DEVELOPED WITH THE RESPONDEES!
… You build EQUITY POINTS everyday with every person you meet and or speak with. Never let the walls around you get stained or erode by being sloppy on follow through or not responding to a problem. AGAIN, YOU’LL ALWAYS HEAR ME SAY “IT'S ALL THE LITTLE THINGS YOU DO TODAY THAT MAKES THE BIG THINGS HAPPEN TOMORROW!”
Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com
… Avoid only calling on a client, despite what your relationship may be, if it’s continually just to “Sell an Idea” or “Ask for a Favor”. The client will get tired of your voice. Like a real life marriage, you need to keep your partners off balance. Keep the relationship interesting and fun for both parties!
… If you are in position to do so, one of the best (trade) deals you can make is with your local Cookie Design Company. They can developed your sports team uniform (or business logo) cookies. For the price of a small ad or some tickets, you can secure 15-20 deliveries over a year. Perfect opportunity to surprise a client when something special happens, welcome a new sponsor to your (team's) family or just say thank you for the business!! You can also work this through a Fruit Basket company too. You can never say THANK YOU enough to your clients or customers!
… Never discount how important it is to develop relationships with the soft drink street reps, the beer guys, your grocery store partner, c-store personnel, etc. I stay in touch with them quite a few times each season, trying to learn their business, get updates on in-store vendors, acquire contact names, see who has co-op funds and such. A lot of times, the names you're acquiring will never be seen in a local phone book. Some might be regional! On the flip side, year's ago, one of the best trades I ever made was giving a local caterer a pair of season tickets in exchange for his Pharmaceutical Sales Rep list!! Sold a Suite and 48 season tickets off of that prize list!
… Merchandising is an important element too. Don’t take for granted how powerful a sports team product such as a Hockey Puck, a Football, Basketball or a Baseball (and Bat) can be! You want your team (company logo) product to be seen in those key corporate offices. That $5 cost is worth “thousands” in perception & value to have your team/business viewed on Mr. CEO’s desk! I remember once years ago that in order for me to close out a deal, I had to get a Joe Montana Autographed Football for a National Hardware chain.
… Your success is all about the reputation you develop and your ability to deliver on performance! Treat everyone you meet like it’s your last friend on earth whether he/she is the CEO or the Intern! Focus always on the little things! Example: Something as simple as sending your female clients that have children a Happy Mother's Day when that comes up or a Happy Valentine's Day wish too! Same for all clients, take time to wish them the best during each of the major holidays (Thanksgiving/Christmas/New Years/4th of July/Labor Day). Everyone likes to be thought of!
... HANDWRITE THANK YOU NOTES when you close out a deal with a brand new client or one that maybe was a bit of a struggle!
… From a sports team perspective, try to capture e-mail addresses from your meetings and social gatherings. As for myself, I develop grouping lists on my e-mail address book. Lists such as “Group Leaders”… “Season Ticket Clients”… “Partial Plan Buyers”… “Corporate Sponsors”… “Future Sponsor Prospects”, etc. I communicate with these people all year; sometimes even survey them periodically to receive input. I tend to do as much business nowadays from e-mail postings as I do picking up the phone. KNOW THAT MY SUCCESS ON THE LATTER IS ONLY DUE BECAUSE OF THE RELATIONSHIPS THAT I’VE DEVELOPED WITH THE RESPONDEES!
… You build EQUITY POINTS everyday with every person you meet and or speak with. Never let the walls around you get stained or erode by being sloppy on follow through or not responding to a problem. AGAIN, YOU’LL ALWAYS HEAR ME SAY “IT'S ALL THE LITTLE THINGS YOU DO TODAY THAT MAKES THE BIG THINGS HAPPEN TOMORROW!”
Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com
Saturday, August 29, 2009
SOLID ADVICE TO LIVE BY!
We all have three blocks of time in our lives: YESTERDAY, TODAY and TOMORROW!
Yesterday is a canceled check. We can never get it back! Don't let Yesterday take up too much of Today!
Today is YOURS! Invest it wisely. However you use it, whatever you do with it, Today is a Down Payment on your Tomorrow!
Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com
Yesterday is a canceled check. We can never get it back! Don't let Yesterday take up too much of Today!
Today is YOURS! Invest it wisely. However you use it, whatever you do with it, Today is a Down Payment on your Tomorrow!
Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com
Monday, August 17, 2009
INSPIRATIONAL MESSAGE FROM THE AUG. 16TH PGA CHAMPIONSHIP!
Here's what we all should take away from Y.E. Yang's incredible play during the Sunday, August 16th PGA Championship.
Not only did he go toe-to-toe and defeat the world's greatest golfer in Tiger Woods and become the very first Asian player to win one of golf's coveted major titles, but he taught us all to REMAIN CALM UNDER PRESSURE, AIM HIGH and DO SO WITH A SMILE!
Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com
Not only did he go toe-to-toe and defeat the world's greatest golfer in Tiger Woods and become the very first Asian player to win one of golf's coveted major titles, but he taught us all to REMAIN CALM UNDER PRESSURE, AIM HIGH and DO SO WITH A SMILE!
Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com
Sunday, August 16, 2009
PERSONAL INSIGHTS TO SUCCESSFUL SALES!
* In order to achieve a high level of success, salespeople have to manage a multitude of different relationships. Some will be static, some will grow and some will break down. It is up to the salesperson to set relationship priorities and to decide which relationship to advance and which relationship to put on hold.
* Some salespeople get addicted to a relationship to the point that they ignore the potential for closing the sale; other salespeople get so addicted to the thrill of closing that they stop caring about the customer.
* It’s important to recognize that you have to alter your attitude according to the individual’s personal characteristics. Scan the prospect’s office for clues that reveal his/her personal interests (i.e. children, college, sports enthusiast, hunting/fisherman, avid collector, etc.) Say if your prospect has U/Florida Gators' memorabilia all over the office. From your notes taken, it’s nice to begin the next conversation with an opening comment like “Did you see the newest Sports Illustrated? Their College Pre-Season Poll lists your Gators #1 in the Nation!" This type of conversation relaxes your prospect to the point that they don’t view your purpose for phoning as a typical sales call!
* Speed up or slow down your rate of speech according to the prospect’s speaking habits but that “listening” is far more important than if you rambled on and just dominated the conversation. Remember that prospects will open up quickly to salespeople who understand and relate to them personally.
* I’ve read studies that say about 93% of your feelings and attitude are communicated simply through your body language and only 7% with words! The most common mistake you can make is to appear nervous be it by fidgeting, scratching your face, swaying side-to-side or even sitting in a slouched down manner. Your posture alone can communicate “insecurity”. Customers love to buy from confident salespeople, not insecure order takers!
* Just like dating, try not to turn your prospect into a “buddy” on the first meeting. Maintain a professional attitude and let the relationship develop naturally. As I’ve said many times, YOU SELL YOU FIRST! The product and the benefits comes afterwards! Sometimes a skilled prospect can detect a player from a pretender through the first glance and definitely by the first handshake!
Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com
* Some salespeople get addicted to a relationship to the point that they ignore the potential for closing the sale; other salespeople get so addicted to the thrill of closing that they stop caring about the customer.
* It’s important to recognize that you have to alter your attitude according to the individual’s personal characteristics. Scan the prospect’s office for clues that reveal his/her personal interests (i.e. children, college, sports enthusiast, hunting/fisherman, avid collector, etc.) Say if your prospect has U/Florida Gators' memorabilia all over the office. From your notes taken, it’s nice to begin the next conversation with an opening comment like “Did you see the newest Sports Illustrated? Their College Pre-Season Poll lists your Gators #1 in the Nation!" This type of conversation relaxes your prospect to the point that they don’t view your purpose for phoning as a typical sales call!
* Speed up or slow down your rate of speech according to the prospect’s speaking habits but that “listening” is far more important than if you rambled on and just dominated the conversation. Remember that prospects will open up quickly to salespeople who understand and relate to them personally.
* I’ve read studies that say about 93% of your feelings and attitude are communicated simply through your body language and only 7% with words! The most common mistake you can make is to appear nervous be it by fidgeting, scratching your face, swaying side-to-side or even sitting in a slouched down manner. Your posture alone can communicate “insecurity”. Customers love to buy from confident salespeople, not insecure order takers!
* Just like dating, try not to turn your prospect into a “buddy” on the first meeting. Maintain a professional attitude and let the relationship develop naturally. As I’ve said many times, YOU SELL YOU FIRST! The product and the benefits comes afterwards! Sometimes a skilled prospect can detect a player from a pretender through the first glance and definitely by the first handshake!
Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com
Sunday, August 9, 2009
HOW CERTAIN WORDS CAN WIN OVER A PROSPECT!
Sports Illustrated ran a piece during its recent August 3rd issue called "You've Got (Too Much) Mail".
It details a high school basketball prospect, Roberto Nelson, from Santa Barbara, CA. During SI's research into the story, they chatted with a few big name former high school stars seeking to find out what method of the recruiting process inspired them?
Before his Hall of Fame career, Bill Walton was considered one of the most coveted high school prospect in the country. In this story, Walton says he got his first recruiiting letter at age 15. It was hand written by a UCLA assistant coach and the last sentence stated "Make sure to focus on academics so that when the time comes you will qualify to live the privilege of being a UCLA Bruin."
The phrase, "live the privilege", is what stuck with Walton most and encapsulated his feelings about playing for Coach John Wooden said the SI writer.
Roberto Nelson was ranked in the Top 100 in the high school basketball recruiting class of 2009, Out of 2,161 pieces of recruiting mail sent to his home from 56 different NCAA Schools, the story says only Ohio State sent something that was perceived as truly "personal correspondence" to the prospect.
Nelson eventually chooses his college and accepts the scholarship offer from Oregon State. This particular school not once sent Nelson a piece of their recruiting mail. Like a good sales person, the school (Oregon State) met the prospect (Nelson) in person during the summer before his senior year. Then, followed up with four (4) phone calls to check in on the prospect and made one final visit to meet the prospect at his high school as classes began last September.
Moral of the story... don't just let direct mail be your total sales effort and or pump out e-mails without having first developed the relationship. Successful sales is like a dating relationship. You first prospect. Do your research on the client. Introduce yourself, be it with a phone call, a meeting at the office or a quick introduction at your (sports team) event or a chamber style mixer after work as examples. The key is to SELL YOU FIRST, NOT THE PRODUCT!
If there is a connection, ask for the second date. Here, you propose. Then, the follow-up process (do we schedule one more meeting; do we chat by phone or by e-mail to progress the discussions to a close?) Then, the marriage process takes over. Trust has been built. How do you follow through now? Do you ruin the trust or solidify it further? Do you keep things interesting or after the vows have beene exchanged, does your relationship go to rust?
Also, make note in the opening paragraphs that one particular prospect was sold on receiving a "hand written note" and a certain few words that ultimately connected him to his future school of choice!
Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com
It details a high school basketball prospect, Roberto Nelson, from Santa Barbara, CA. During SI's research into the story, they chatted with a few big name former high school stars seeking to find out what method of the recruiting process inspired them?
Before his Hall of Fame career, Bill Walton was considered one of the most coveted high school prospect in the country. In this story, Walton says he got his first recruiiting letter at age 15. It was hand written by a UCLA assistant coach and the last sentence stated "Make sure to focus on academics so that when the time comes you will qualify to live the privilege of being a UCLA Bruin."
The phrase, "live the privilege", is what stuck with Walton most and encapsulated his feelings about playing for Coach John Wooden said the SI writer.
Roberto Nelson was ranked in the Top 100 in the high school basketball recruiting class of 2009, Out of 2,161 pieces of recruiting mail sent to his home from 56 different NCAA Schools, the story says only Ohio State sent something that was perceived as truly "personal correspondence" to the prospect.
Nelson eventually chooses his college and accepts the scholarship offer from Oregon State. This particular school not once sent Nelson a piece of their recruiting mail. Like a good sales person, the school (Oregon State) met the prospect (Nelson) in person during the summer before his senior year. Then, followed up with four (4) phone calls to check in on the prospect and made one final visit to meet the prospect at his high school as classes began last September.
Moral of the story... don't just let direct mail be your total sales effort and or pump out e-mails without having first developed the relationship. Successful sales is like a dating relationship. You first prospect. Do your research on the client. Introduce yourself, be it with a phone call, a meeting at the office or a quick introduction at your (sports team) event or a chamber style mixer after work as examples. The key is to SELL YOU FIRST, NOT THE PRODUCT!
If there is a connection, ask for the second date. Here, you propose. Then, the follow-up process (do we schedule one more meeting; do we chat by phone or by e-mail to progress the discussions to a close?) Then, the marriage process takes over. Trust has been built. How do you follow through now? Do you ruin the trust or solidify it further? Do you keep things interesting or after the vows have beene exchanged, does your relationship go to rust?
Also, make note in the opening paragraphs that one particular prospect was sold on receiving a "hand written note" and a certain few words that ultimately connected him to his future school of choice!
Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com
Saturday, August 8, 2009
MAKE YOUR COMMUNITY PROGRAMS A WINNING PROPOSAL!
Going back to the mid 1980's when I was first a ‘baby’ in the sports marketing world, we developed a unique niche by packaging the team’s community programs to our sponsors, a practice that most businesses had never before seen nor been asked. Back then, most sponsorship proposals were about as vanilla as you could get, including the usual mix: a program ad, game tickets, a shootout promotion and a giveaway item.
We took life’s everyday jobs and integrated them into our partnership packages. We created special monthly fundraising events that brought our players out underneath from their helmets and uniforms and into the community with charity projects like "pumping gas", "delivering pizza", "waiting restaurant tables" and "bagging groceries" just to name a few.
I can remember once proposing to my local Supercuts franchise in Washington that we wanted our hockey players to “Shampoo Hair” as a benefit for the United Way. All we asked for was that the business would donate the entire $3 shampoo fee for every customer our players serviced. This piece of our package even brought a Supercuts corporate representative to town to meet because she had never heard of such a fun thing - athletes shampooing hair for charity? The event brought in tons of Moms & Dads with their kids to meet our players at a rather unique up-close experience! The event created such a buzz that our local ABC station led off its 6 PM newscast with the top female anchor getting her hair shampooed by one of my players!
Because we were aggressive with our community initiatives, this form of “Illusion 101 Marketing” sold the sponsors, many that might not have given our club consideration. While my mind was focused on the community slant, the realization was that “we were creating new retail programs” and separating those that bought into our club from their competition! Over time, the success of these events, lured more sponsorship dollars to the club because the involved partners could perceive unique value.
Every month, then and even today, the organization's I've been with have always created and managed charity fundraising projects alongside one of our corporate partners. Here is another example of how you can recruit new business partners through your team’s work in the community: Five years ago, we created an event called MALL GOLF and partnered this fundraising event with our local Home Builders Association and Shopping Mall. It was a first-of-its kind indoor community event designed around the popular game of miniature golf. This special promotion features "9" authentic course holes, each designed and custom built by my area's finest and most prominent home builders, and cost $5 per person to play. Just over $100,000 has been raised for local charities since the project’s inception and our club has gained significant sponsorship dollars and media attention as a result of this goodwill.
There are other reasons why we need to involve our team’s in the community: One, it teaches your players how to get involved, interact and communicate. Secondly, it enhances and shapes your team's "brand image” and most importantly, it allows your fans numerous opportunities to meet the players (whom I view as “marketing agents”). Your players, for example, can influence a customer quicker than any other form of advertising you may purchase!
I have seen that our work in hosting numerous charity events has engaged media coverage not seen before while helping our club step outside the sports pages and into the life and community sections of the local newspapers. NOT EVERYONE IS A SPORTS FAN so our community events have played a key role in our marketing efforts to get us on TV NEWS in the first 10 minutes so that we are seen by a wider audience that might not be aware of our product versus the 25-after-the-hour segment where the die-hard sports nuts might be the only viewers tuned in?
Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com
We took life’s everyday jobs and integrated them into our partnership packages. We created special monthly fundraising events that brought our players out underneath from their helmets and uniforms and into the community with charity projects like "pumping gas", "delivering pizza", "waiting restaurant tables" and "bagging groceries" just to name a few.
I can remember once proposing to my local Supercuts franchise in Washington that we wanted our hockey players to “Shampoo Hair” as a benefit for the United Way. All we asked for was that the business would donate the entire $3 shampoo fee for every customer our players serviced. This piece of our package even brought a Supercuts corporate representative to town to meet because she had never heard of such a fun thing - athletes shampooing hair for charity? The event brought in tons of Moms & Dads with their kids to meet our players at a rather unique up-close experience! The event created such a buzz that our local ABC station led off its 6 PM newscast with the top female anchor getting her hair shampooed by one of my players!
Because we were aggressive with our community initiatives, this form of “Illusion 101 Marketing” sold the sponsors, many that might not have given our club consideration. While my mind was focused on the community slant, the realization was that “we were creating new retail programs” and separating those that bought into our club from their competition! Over time, the success of these events, lured more sponsorship dollars to the club because the involved partners could perceive unique value.
Every month, then and even today, the organization's I've been with have always created and managed charity fundraising projects alongside one of our corporate partners. Here is another example of how you can recruit new business partners through your team’s work in the community: Five years ago, we created an event called MALL GOLF and partnered this fundraising event with our local Home Builders Association and Shopping Mall. It was a first-of-its kind indoor community event designed around the popular game of miniature golf. This special promotion features "9" authentic course holes, each designed and custom built by my area's finest and most prominent home builders, and cost $5 per person to play. Just over $100,000 has been raised for local charities since the project’s inception and our club has gained significant sponsorship dollars and media attention as a result of this goodwill.
There are other reasons why we need to involve our team’s in the community: One, it teaches your players how to get involved, interact and communicate. Secondly, it enhances and shapes your team's "brand image” and most importantly, it allows your fans numerous opportunities to meet the players (whom I view as “marketing agents”). Your players, for example, can influence a customer quicker than any other form of advertising you may purchase!
I have seen that our work in hosting numerous charity events has engaged media coverage not seen before while helping our club step outside the sports pages and into the life and community sections of the local newspapers. NOT EVERYONE IS A SPORTS FAN so our community events have played a key role in our marketing efforts to get us on TV NEWS in the first 10 minutes so that we are seen by a wider audience that might not be aware of our product versus the 25-after-the-hour segment where the die-hard sports nuts might be the only viewers tuned in?
Jim Loria, Career Planning Expert for Sports Professionals
Email address: loria@sfstampede.com
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