too. Be mindful of personalization. Some clients re-gift or don’t want your logo or their logo on items. Sometimes it works, sometimes it doesn’t.
Some clients want experiences versus gifts. Consider reallocating gifting dollars. Think suite holder trip on the team plane. Or save your gifting budget altogether. Think locker room or artist dressing room tours on dark days. Or put the dollars toward a client’s charity of choice, creating goodwill for your brand and theirs. Mix it up with a pregame dining experience, supper club style, like they do in Eu- Remember that clients notice little things. Light-up ice cubes, mugs made out of baseballs bats, logoed cookies, and craft cocktail carts show clients you care. Plus, these options can’t hurt per caps. We learned that suite tastings may not be necessary. Understand
that while discontinuing the suite tasting was suggested more than once, individual teams have to evaluate whether their clients need it Get your clients excited on the way in. First impressions last. Re- member the welcome at The Battery Atlanta and SunTrust Park? Cheerleaders, team leaders, and cocktails upon arrival. More than one of you did as evidenced in our survey, one commenting, “I didn’t even feel that well received at my college graduation!”
The Strong and Smart Foundation It’s a simple thing, developing relationships, but simple doesn’t al-
ways mean easy. Let’s start with some stats. Eighty-two-percent of sales are impacted by body language. By 2020, 85% of purchases will be done without human interaction. Research innovative marketing opportunities, understand how to create engaging visuals, learn how to analyze data, and look at ALSD exhibitors with tools to help you. It takes roughly eight touch points to have a genuine impact on a pros- pect. Sometimes getting to “no” more quickly is just as good as getting to “yes.” Move on to those prospects interested in your courting. Enough stats? Let’s move on to what clients actually want you to talk about. Your prospects want you to have a high business acumen. Many
major investments depending on how their businesses are performing. Your best prospects are companies with the highest margins. Moreover, C-Level clients care about their companies’ values and their companies’ interests, not yours. If you tend to talk about enter- tainment in your meetings, stop. They talk earnings, balance sheets, margins. Win before you begin by reading annual reports, press re- leases, and marketing reports. Understand the new tax law implica- tions and help clients understand they may be losing on one end but their budgets. Most company budgets include marketing, sometimes making up
10%, but entertainment and tickets may make up only 1% of that. A major expenditure has to be a sure thing, as risk-taking is uncom- mon for many clients, especially when it comes to buying suite and company.
The Buyer Has The Power -
frictionless experiences, open spaces, and social experiences. Teams
ALSD 2018 attendees learned about Live Nation’s four actionable behaviors for em- ployees.
CULTURE CUES
1) Attack the Ticket: Help guests find seats.
2) Trash the Trash: See trash, pick it up.
3) Snap the Smiles: Take the picture for them.
4) Engage Fans 10&2: Make eye contact at 10 feet away, engage at two feet
THE DIGITAL AGE Several digital assets are making the ex-
perience more positive for fans and more profitable for venues.
• Holistic venue-district apps reach clients on mobile from driveway to drive- way.
• Menu boards change offerings and pricing based on supply and demand, while catching the consumer’s eye.
• Suite F&B and merchandise ordering allows not only more eficient ordering, but delivery as well.
• Sponsorship activations allow fluidity and flexibility for any event.
• Suite branding helps for shared or rental suites when client logos or branding need changed.
• Wayfinding helps with ingress and egress and can be tweaked at the start or end of events.
• Suite access allows clients to safely scan into suites, alleviating teams from manually unlocking.
• Online hiring, including questions asked by players, ownership, and celebrities, expedite the process for applicants. The At- lanta Falcons filled over 2,000 jobs in less than 90 days using a digital strategy.
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