What’s Your Overall Connection?
What have you built that connects your team with your customers? Business experts preach a minimum of eight to nine touches every year and depending on what you want to create as many as 60 well timed and well positioned touches is not too many. The next question is how do you define “touch?” Experts suggest a touch is a phone call, postcard, flyer, email or face-to-face interaction. How many actual face to face meeting do you have and how many does your perfect donor actually want? Sure, technology can make it easier to make contact but does it really build a connection you can leverage? People do business with people they like and until they know you they can never like you.
College athletics have a unique ability to profoundly connect with their customers and fans. People actually come to an athletic event. Most programs completely bypass opportunities to actually connect. Your ideal customer is right there! My advice to one athletic program was Game day is “show time” – customers now become invited guests. How would you treat a guest before and after a game is as important as the quality of the game. When your players spend some quality time after each game signing autographs and taking pictures the game becomes secondary and it goes from a game to an event. Result? Attendance goes up. Revenue goes up. Donations go up. Sponsors are happier and more sponsors join.
What opportunities are you missing? Are your alumni relationships getting stronger? Are you ready to stop trying what’s not working and move to a proven approach? I can help. I get results. Got your attention?
My name is Frank Zaccari. I work with those who have to get results today… Tomorrow could be too late. My definition of Hell is when you are on your deathbed and you finally admit to yourself that you held back… you settled and played small. People who have to produce immediate results and don’t have an escape hatch call me.
Why Didn’t I Think Of This?
Athletic programs are always looking and asking for money. At times the asking becomes excessive. Do your alumni run reject the call when your name appears on their phone? Are your donors getting tired of the constant asking for more? Are your mailers and flyers not even making it into the house? Are you also competing with the school of business, engineering and even the library at your own university? Believe me you are not alone.
One volleyball program I worked with was trying to generate more attendance and game day revenue. I suggested teaming with a travel company. The travel company would put up trip to Hawaii to a fan who could serve the ball into a basket located in the corner of the court. I then arranged insurance for the travel company in the event someone actually served one into the basket. During the break after the second set as many people as time permitted came onto the court to try their luck.
Attendance increased 25% in the first season. The people who came to try their luck became fans and continued to attend matches. The travel company was able to hand out flyers about their business, which increased; we signed up more boosters; the team increased attendance and game day revenue and the fans had a great time. It was a Win, Win, Win situation.
How much would a 25% increase in tickets, parking, concessions and team store sales mean to your program? Would you like to increase the number of “raving fans” at your games? Would you like your games/matches to become a must attend event? Got your attention?
My name is Frank Zaccari. I work with those who have to get results today… Tomorrow could be too late. My definition of Hell is when you are on your deathbed and you finally admit to yourself that you held back… you settled and played small. People call me when they have to produce immediate results and don’t have an escape hatch.
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