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Podcast

Ep. 25 – Group Ticket Sales Tips with Chris Spano of the AHL

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EP. 25 GROUP TICKET SALES: TIPS WITH CHRIS SPANO OF THE AHL

PODCAST

EP. 25 GROUP TICKET SALES: TIPS WITH CHRIS SPANO OF THE AHL
EP. 25 GROUP TICKET SALES: TIPS WITH CHRIS SPANO OF THE AHL

OCT 26 | 2018 

On today’s episode of the Cosmos Podcast we have a very special guest, Chris Spano. Chris is currently the Vice President of Team Business Services at the American Hockey League. Really enjoyed the conversation with Chris. We covered a lot of different areas including:

  • Starting and building a career in sales in the sports industry
  • Making the jump from seller to manager
  • The importance of Group Sales including some tips and tricks for finding new group leaders
  • And we even talk a little bit about the secondary market with Chris having spent some time working at StubHub.

If you haven’t already, remember to subscribe to the Cosmos Podcast on Apple Podcast, Google Play, Stitcher or TuneIn for listening on the go and to make sure you don’t miss an episode. You can also find the entire archive of episodes at www.cosmossports.com/cosmospodcast

If you have any questions about anything discussed on the podcast, you can always reach us on FacebookTwitterLinkedinInstagram or by email at info@cosmossports.com

We hope you enjoy!

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Blog

What’s my sponsorship worth?: A Guide to Sponsorship Valuation

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WHAT’S MY SPONSORSHIP WORTH? A GUIDE TO SPONSORSHIP VALUATION
WHAT'S MY SPONSORSHIP WORTH? A GUIDE TO SPONSORSHIP VALUATION

By Evan Colborne | June 28, 2018

Some of the most common questions with regards to sponsorship are:

What’s it worth?

How do I know how much to charge?

Can I really charge more than my direct competitor?

These are all fair questions that have to do with Sponsorship Valuation. Now I wish I could say that this guide will provide definitive answers to these questions, but sadly I don’t have that for you.

For as much research and study that have gone into pricing strategy, there still seems to be a ton we don’t understand about it. Further, as much as we’d like to get it down to an exact science, pricing will in all likelihood remain an art. Sure, we will become more informed through data, but at the end of the day when it comes to setting a price and going to market, I think the art side will remain.

So if this guide won’t provide an exact answer, then what will it provide? Well, it will discuss three techniques for understanding how to price your sponsorship inventory and to better appreciate the value you are creating for your sponsors. These techniques include:

  • The Benchmarking Approach
  • The Formula Approach
  • The Value Approach
DOWNLOAD THE GUIDE TO SPONSORSHIP VALUATION HERE:
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Podcast

Ep. 24 – World Cup 2026 & Johnny (Canadian) Football

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EP. 24 WORLD CUP 2026 & JOHNNY (CANADIAN) FOOTBALL

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EP. 24 WORLD CUP 2026 & JOHNNY (CANADIAN) FOOTBALL
EP. 24 WORLD CUP 2026 & JOHNNY (CANADIAN) FOOTBALL

JUN 20 | 2018

On today’s episode of the Cosmos Podcast, I’m joined in studio by Matt Hunter and Justin Bernardo for another round table discussion on some of the latest news stories in Canadian Sports Business and on the World Cup 2026.

In this episode we discuss:

  • The FIFA World Cup coming to Canada in 2026 along with the US and Mexico. What impact that will have on Canadian Soccer, and what are some of the business implications of hosting this event?
  • Dave Hopkinson, former Chief Commercial Officer of MLSE steps down to join Real Madrid.
  • And lastly, Johnny Manziel makes his Canadian Football League debut with the Hamilton Tiger-Cats. What impact does he have on the league and on the individual teams from a business perspective?

If you like listening on the go, you can subscribe to the Cosmos Podcast on Apple Podcast, Google Play, Stitcher or TuneIn. Let us know what you think of the show by leaving your feedback in the comments/review section.

We hope you enjoy!

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Podcast

Ep. 23 – Naming Rights & Marquee Inventory

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EP. 23 NAMING RIGHTS & MARQUEE INVENTORY

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EP. 23 NAMING RIGHTS & MARQUEE INVENTORY
EP. 23 NAMING RIGHTS & MARQUEE INVENTORY

JUN 13 | 2018

On today’s episode of the Cosmos Podcast, we are wrapping up our special 10 part series on Sponsorship with a discussion on Naming Rights and other Marquee inventory, with a focus on ‘How to Sell Naming Rights’.

If you haven’t already, we encourage you to take a look back at some of the other episodes we’ve done over the past few weeks specifically looking at sponsorship. This episode and last week’s episode on Digital Sponsorship were two special ones, but we also did a series that followed the sponsorship sales process pretty sequentially. So whether you’re new to sponsorship or looking for some new ideas and best practices, we hope you’ll give those a listen.

In this episode we discuss:

  • The rise in popularity of naming rights over the past several years.
  • The Pros and Cons of Naming Rights.
  • And what types of companies to look to if you’re actively selling naming rights opportunities with your property.

If you’re like me and enjoy listening to podcasts on your commute, then the best way to make sure you don’t miss an episode of the Cosmos Podcast is to subscribe. It’s completely free, and you can find the show on Apple Podcast, Google Play, Stitcher or TuneIn.

If you have any questions about anything mentioned on the show, please feel free to reach out any time. You can find us on LinkedinFacebookTwitter, even Instagram now or email at info@cosmossports.com

We hope you enjoy!

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Blog

How to encourage fans to BUY NOW!

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HOW TO ENCOURAGE FANS TO BUY NOW! 
HOW TO ENCOURAGE FANS TO BUY NOW!

By Evan Colborne | June 8, 2018

I’m not a big gambler. I’ve been to Vegas a few times, but each time I’ve gone I’ve either lost a little bit or pretty well broke even. By no means is this the result of a sophisticated gambling system; quite the opposite in fact. This is by simply not playing the game.

The reason I don’t gamble all too often is because for me the pain of losing money (and in some cases even the idea of losing money) is greater than the pleasure I get from winning money. Sure I’ve won a few bucks here and there and of course, I wasn’t upset about winning, but when I lost, it stuck with me a lot more.

LOSS AVERSION

What I’ve learned recently is that I’m not alone in this feeling. The concept is called loss aversion, which simply means that the benefit gained from a win is less than the pain felt by a loss, and people will generally try harder to avoid losses than to acquire gains. This is not exclusive to money; the concept is universally applicable to anything of perceived value.

INCENTIVES

The concept of loss aversion is very applicable for marketers trying to encourage their fans to buy tickets early. For teams and events where there isn’t enough demand to create a sell out, having empty seats can be a tough thing to overcome. “Why buy early? I know I can get a ticket the day of.” For the fan in this example, the cost of waiting is less than the benefit of buying early, which results in last minute purchases.

FINANCIAL GAIN

The airline and hotel industries recognize this problem as much as sports & entertainment do. In their cases, both regularly use price to encourage early commitments and purchases. While many people may think that waiting until the last minute will result in lower prices from desperate hotel managers, the opposite is true. Last minute purchases more often than not will come with much higher prices.

For customers who are really interested in buying, price can be a tremendous motivator to purchase. Think of yourself when planning a family vacation. If you know exactly when you’ll be flying and where you’ll be staying, you’re typically better off booking early to take advantage of the price discount. For the airline or hotel, even if this person was going to purchase anyways, having them committed early is much more valuable than the extra dollars lost in discounting (assuming the discount is not too deep). Using price discounts as a way to encourage early ticket purchases is a good first step that Sports & Entertainment organizations can implement, however, there is still more that can be done.

EMOTIONAL LOSS

Looking at this challenge from a loss aversion perspective, we know that losses are more powerful than gains. So to encourage a certain behaviour, instead of a price increase, we take something of value away. For example, recently Swiffer ran a promotion with the Toronto Raptors where if you purchased $25 worth of Swiffer product and sent the barcodes in along with a completed form, you would receive one of a limited number of authentic pieces of the original Toronto Raptors court. Being a lifelong Raptors fan and having seen games played on that court back when the team played at the Skydome (now Rogers Centre), I was immediately drawn to this promotion. I bought the product, sent in the barcodes and anxiously waited to see if I would be one of the lucky recipients. Looking back on this experience, I realized that it perfectly illustrates the concept of loss aversion. Because there was a very limited supply of the prizes, and I cared a lot about the prize, it encouraged me to act quickly. The thought of losing out on the prize created the threat of an emotional loss.

The lesson here for marketers of sports & entertainment organizations is that if you can find an item (whether it be a prize or access) that your fans truly care about and want to avoid losing, you can influence behaviour and successfully drive early ticket purchases. You may also find that by applying an emotional loss incentive, that you don’t need to discount price, leading to more revenue. This also allows you to save your price discounts to encourage other behaviours that result in more profit such as buying more tickets, coming to more events etc.

CONCLUSION

Unfortunately, while the principles behind these strategies are rooted in science, there is no exact science, at least that I’m aware of, on how to apply them. As a marketer, your goal is to understand your fan base as best you can, particularly on what they care about, and then continuously tweak and optimize until you find a winning combination of incentives.

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Podcast

Ep. 22 – How to Handle Digital Sponsorship

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EP. 22 HOW TO HANDLE DIGITAL SPONSORSHIP

PODCAST

EP. 22 HOW TO HANDLE DIGITAL SPONSORSHIP
EP. 22 HOW TO HANDLE DIGITAL SPONSORSHIP

JUN 6 | 2018

On today’s episode of the Cosmos Podcast, we are continuing our special series on Sponsorship with a discussion on Digital Sponsorship.

This episode is the audio taken from a webinar we hosted a few weeks back so you may hear us reference certain slides which won’t make a ton of sense through just the audio, but nevertheless, still some helpful tidbits in this episode for those looking to expand their digital sponsorship business.

Some of the things we discuss include:

  • How digital has impacted the sponsorship space.
  • How to go about pricing your digital inventory.
  • And the different types of digital sponsorship campaigns that you can deploy through your property.

If you’re like me and enjoy listening to podcasts on your commute, then the best way to make sure you don’t miss an episode of the Cosmos Podcast is to subscribe. It’s completely free, and you can find the show on Apple Podcast, Google Play, Stitcher or TuneIn.

If you have any questions about anything mentioned on the show, please feel free to reach out any time. You can find us on LinkedinFacebookTwitter, even Instagram now. Or if those platforms aren’t your thing, there’s always email, info@cosmossports.com

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Podcast

Ep.21 – How to Handle Sponsorship Renewals

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EP. 21 HOW TO HANDLE SPONSORSHIP RENEWALS

PODCAST

EP. 21 HOW TO HANDLE SPONSORSHIP RENEWALS
EP. 21 HOW TO HANDLE SPONSORSHIP RENEWALS

MAY 10 | 2018

On today’s episode of the Cosmos Podcast Sponsorship Renewals, we have part 8 of our 10 part sponsorship series. This episode specifically discusses the renewal process, including:

  • When’s the right time to start talking about renewal.
  • How to understand where you stand with your sponsors, and whether it’s time to pitch a higher investment.
  • What to do when things haven’t gone exactly to plan. 
  • And how to handle things when it’s time to move on.

If you haven’t already, remember to subscribe to the Cosmos Podcast on Apple PodcastGoogle Play, Stitcher or TuneIn for listening on the go and to make sure you don’t miss an episode. You can also find the entire archive of episodes at www.cosmossports.com/cosmospodcast

If you have any questions about anything discussed on the podcast, you can always reach us on FacebookTwitterLinkedinInstagram or by email at info@cosmossports.com

We hope you enjoy!

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Podcast

Ep.20 – Canadian Sports with Matt Hunter – The Cosmos Podcast

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EP. 20 CANADIAN SPORTS WITH MATT HUNTER

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EP. 20 CANADIAN SPORTS WITH MATT HUNTER
EP. 20 CANADIAN SPORTS WITH MATT HUNTER

MAY 2 | 2018

On today’s special 20th episode of the Cosmos Podcast, I’m joined by Matt Hunter, Manager of Business Development with Cosmos Sports & Entertainment. Matt returns to the studio to chat about some recent stories in the Canadian Sports Business world, including:

  • Blue Jays and MLB’s decision to stream games on Facebook
  • MLSE’s relationship with ticket brokers
  • Budweiser’s new Incentive based sponsorship model.

If you haven’t already, you can subscribe to the Cosmos Podcast on Apple Podcast, Google Play, Stitcher, or TuneIn. You can also find our entire archive our podcasts at www.cosmossports.com/cosmospodcast

If you have any questions about anything mentioned on the Podcast, you can reach us on FacebookTwitterLinkedin or by email at info@cosmossports.com.

We hope you enjoy!

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Podcast

Ep.19 – Sponsorship Measurement and Analytics

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EP. 19 SPONSORSHIP MEASUREMENT & ANALYTICS

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EP. 19 SPONSORSHIP MEASUREMENT & ANALYTICS
EP. 19 SPONSORSHIP MEASUREMENT & ANALYTICS

APR 18 | 2018

On today’s episode of the Cosmos Podcast we are continuing our special look at Sponsorship Measurement and Analytics. I’m joined this week once again by Cosmos President Cary Kaplan to discuss a topic that is getting more and more attention these days which is measurement, data and analytics, specifically around sponsorship

When other marketing channels such as Facebook or Google are offering marketers deep insight into how their campaigns are performing, it’s only natural that these same demands will start creeping into the sponsorship space. As we discuss, properties and rights holders may have been able to rely on selling the sizzle up until now, but will be asked going forward to provide more feedback and proof of ROI from the sponsorship investment.

This episode is part of a series Cosmos is hosting with Central Counties Tourism and Sport Durham, so special thanks to both those groups.

Remember to subscribe to the Cosmos Podcast for listening on the go. Great way to spend your daily commute or while at the gym. And if you have any questions about something mentioned on the podcast, you can always reach us on FacebookTwitterLinkedin or by email at info@cosmossports.com

We hope you enjoy!