A Slightly Different Approach

Marketing101_medium 

I spent last evening reflecting on my Fan Depreciation Night post, as well as the FanPost that I put up yesterday regarding season tickets. While I stand by everything I wrote, the posts are, in retrospect, the identifying of a problem with no solution offered. And there is not really a positive or affirming message to be found. As a result, I was contacted by the Stockholm Syndrome Institute (the SSI, not to be confused with the Small Sample Size Institute, which is the SSSI) and asked to turn in my membership. Fearing that this would lead to a perpetual endless loop of playing the five steps of grief in my head (not to mention a never-ending stream of ex-girlfriend analogies), I became determined to approach this in another way.

How would I have approached the season ticket opportunity? I’m in my 35th year in the full-time workforce, and I have spent all but about three of those years in sales or sales-related fields. Could I have done better than Maloof Sports & Entertainment? I don’t know, so I’ll let you be the judge. 

Theirs:

Dear Rob,


As a valued Season Ticket Holder, I want to thank you for your support of the Sacramento Kings. The past several months have been extremely challenging, and I am so pleased to be able to share with you that the team will remain in Sacramento for the 2011-12 season.


We have been overwhelmed by the tremendous community support, led by Mayor Kevin Johnson and the Sacramento Metro Chamber, and by the passion and loyalty demonstrated by the always terrific Sacramento Kings fans. As a fellow Sacramentan, I am excited about the next steps for our community.
Next season presents Sacramento with a historic opportunity. We hope you will again choose to be part of it – and the team’s future – at this very pivotal and exciting time for the Sacramento Kings by renewing your season tickets. Please access www.commit2kings.com to find your renewal information, using your account ID (xxxxxx) to log in.


Over the next year Sacramento will be working diligently to secure the sports and entertainment complex our community deserves in order to make this a viable long-term home for the team. We are committed to working with local leaders to help make that happen.


I hope you will choose to join us next season. Let’s work together to make it our best season yet.
Sincerely,

Matina Kolokotronis
President, Business Operations
Maloof Sports & Entertainment  

Mine:

Dear Rob,

As a valued Season Ticket Holder, I want to thank you for your unyielding and continued support of your Sacramento Kings.  We at Maloof Sports & Entertainment recognize that the past several months have been extremely challenging for all involved, especially our loyal and appreciated season ticket holders.

We have been overwhelmed by the tremendous community support, led by Mayor Kevin Johnson and the Sacramento Metro Chamber, and by the passion and loyalty demonstrated by the always terrific Sacramento Kings fans. As a fellow Sacramentan, I am excited about the next steps for our community.
Next season presents Sacramento with a historic opportunity. We hope you will again choose to be part of it – and the team’s future – at this very pivotal and exciting time for the Sacramento Kings by renewing your season tickets. Please access www.commit2kings.com to find your renewal information, using your account ID (xxxxxx) to log in.

Now, we realize that these past few months have been traumatic for our fans, and we would like to thank you for staying with us through thick and thin.  We have attempted to create package perks for our best fans as a way of saying thank you for your perseverance.  For the 2011-12 season, we have created the following benefits exclusively for season ticket holders:

  •           We have heavily discounted our premium seats in both the upper and lower bowls.  This will give our season ticket holders the opportunity to secure the best seats at the lowest prices.  For those of you already sitting in these seats, it means huge savings.  For those of you not currently sitting in these seats, it is an opportunity to greatly improve your seats at little or no extra charge!

  •           Entry into "Fan Appreciation Month."  The entire first month of the season will be dedicated to thanking our loyal season ticket holders for their patronage.  We are still in the early stages of working out the details both internally and with our corporate sponsors, but there will be prize giveaways and recognition for our season ticket holders at every home game in November!

  •          Early bird Bonus! – Renew by May 18, 2011, and you will be entered into a drawing to win Joe and Gavin’s courtside seats for one game this season.  Joe and Gavin have donated their seats for the entire season.  There will be a winner for every home game this season!  (Drawing to be held prior to the start of the season.)

  •           And more season ticket holder benefits are on the way.  Given the situation and timeline, many ideas are still in the planning stages.  But please be assured that Maloof Sports & Entertainment understands that we need to provide the ultimate experience for our best fans.  We will leave no stone unturned in our efforts to "wow" our incredible season ticket holders.

On a related note, over the next year Sacramento will be working diligently to secure the sports and entertainment complex our community deserves in order to make this a viable long-term home for the team. We are committed to working with local leaders to help make that happen.  Our young and exciting Kings team is on a path of resurgence, and we want that path to be laid in Sacramento.

I hope you will choose to join us next season. The players, coaches, management, ownership, and the City of Sacramento are all committed to make this a season to remember.  Won’t you please join us?

 
Sincerely,

Matina Kolokotronis
President, Business Operations
Maloof Sports & Entertainment  

 

So, what do you think? Better? Same? Worse?

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