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Case Study

Northlands – A K-Days to Remember

A K-DAYS TO REMEMBER

COSMOS PARTNERS WITH NORTHLANDS TO ASSIST IN GENERATING TICKET REVENUE 

A K-DAYS TO REMEMBER

COSMOS PARTNERS WITH NORTHLANDS TO ASSIST IN GENERATING TICKET REVENUE
ABOUT NORTHLANDS K-DAYS
Reading Time: 3 minutes

The exciting Summer Celebration formerly known as Klondike Days, first came to the city of Edmonton in 1879 and since then it has become one of Canada’s premier festivals. Now known as K-Days, the festival is synonymous with the Edmonton Summer. It features carnival rides, hundreds of vendors, and countless craft beer and special food items. For ten days in the Summer, Edmonton becomes the hottest destination in the Prairies.

THE CHALLENGES

Despite years of success, the costs associated with putting on a festival of that magnitude continued to rise each year, thus putting more pressure on group sales efforts. When revenue began to stagnate, it became clear that if the figures were not improved, Northlands would risk financial overexposure with their primary property.

THE SOLUTION

Prior to Cosmos’ involvement the sales team responsible for group ticket sales used a passive ticket sales strategy. In the past, salespeople would be contacted by the interested party and then an order would be created.

Understanding that while the passive system does yield results, Cosmos implemented a more aggressive outward sales approach. This approach was taken knowing that when a salesperson takes the initiative to reach out to a qualified prospect, the result is typically a higher ticket sale and greater customer satisfaction.

This proved to be the case with the case with the K-Days account. Our clients were most often business people with a full home and business calendar. Organizing a K-Days outing for their company was typically outside their general responsibility and thus quickly became an afterthought. This led to a lot of late orders and lost revenue.

Cosmos began the sales cycle two months earlier than it began before and this not only provided the opportunity for more sales, but the average sale was higher as well. Starting the process early gave them more time to plan, gave their employees more time to sign up, and removed a lot of the stress normally associated with the task.

Cosmos was a part of the planning process of corporate outings at K-Days from the very beginning of the sales cycle and it resulted in a ticket sales partnership with clients rather than a typical B2B relationship.

THE RESULTS

Ticket Sales

  • Ticket Sales Prior to Cosmos’ Involvement
    • ~$250,000 in group sales revenue yearly
    • ~5,000-10,000 tickets sold yearly
  • Ticket Sales Post Cosmos’ Involvement
    • ~$860,000 in sales revenue Year 1 (3.44x increase)
    • ~15,000 tickets sold in Year 1 
    • ~$870,000 in sales revenue Year 2
    • Grand Total: $1.73 million in sales revenue in just 2 years
“It has been a pleasure to work with Cary, Justin and the Cosmos Sports team as they have provided great leadership in selling out K-Days group tickets. From our first meeting, the Cosmos team was professional, energetic and provided valuable insight to guide our sales strategy and execute ticket sales. The team quickly caught on to our ticketing system and have become a strong asset to our team.”
Scott Sinclair
Director of Sales & Marketing
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News

GT20 partners with Cosmos Sports & Entertainment as Chief Revenue Officer (CRO)

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GT20 PARTNERS WITH COSMOS SPORTS & ENTERTAINMENT AS CHIEF REVENUE OFFICER (CRO)
GT20 PARTNERS WITH COSMOS SPORTS & ENTERTAINMENT AS CHIEF REVENUE OFFICER (CRO)

By Jordan Urquhart | April 24, 2019

Serving as the CRO, Cosmos Sports will oversee all commercial outreach in several areas including: marketing, corporate sponsorship, ticket sales, public relations, community relations, and event activation.

Despite the late start in 2018, season one of GT20 was a huge success. For the first time, some of the finest players from the world of cricket played alongside local cricket stars and the league garnered the impressive viewership of 50,000,000 around the globe on the debut. This spectacle placed Canada on the world cricket map, and the talent of associate cricket playing nations got the much-needed opportunity and recognition.

Preparations for season two are in full swing, and the promoters are expecting an estimated viewership of 100+ million for this edition. Led by a seasoned staff, the Cosmos team is looking forward to delivering a world class sporting event for the fans, and the players.

Speaking on this partnership, the owner of the GT20, Canada, Mr Gurmeet Singh, said, “After the immensely successful first edition of the GT20 Canada, we are committed to taking Canadian and North American cricket to new heights. For that, we need a regional ally who shares the same passion and vision. We are delighted to have an extremely experienced partner in Cosmos Sports who will help us to make GT20 season two bigger, better and stronger. On behalf of Bombay Sports, I welcome them on board.”

Cary Kaplan, President of Cosmos Sports and Entertainment, added, “It is a privilege for us to be part of the great sport of Cricket as it emerges as a powerhouse in Canada. The GT20 group are true pioneers in Cricket, and we are honoured to be a long term partner with them as they bring the world’s greatest Cricketers to the GTA.”

GT20 Canada is a cricket tournament founded by Sriram Bakthisaran and Gurmeet Singh of Mercuri Canada Ltd. in 2018. The tournament is an 18 day event consisting of six teams and the best players cricket has to offer all here in Toronto.

Cosmos Sports & Entertainment is a full service marketing firm founded by husband and wife Cary and Amelia Kaplan in 2003. As a collective of creative professionals with a shared passion for sports and entertainment, our mission is to help transform employees into teammates, customers into fans, and organizations into champions. Our main areas of focus include, ticket sales, sponsorship, marketing, digital media, and event management.

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News

Cosmos Sports Tackles New Partnership with the Toronto Arrows Rugby Club

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COSMOS SPORTS TACKLES NEW PARTNERSHIP WITH THE TORONTO ARROWS RUGBY CLUB
COSMOS SPORTS TACKLES NEW PARTNERSHIP WITH THE TORONTO ARROWS RUGBY CLUB

By Olivia Sala | March 20, 2019

Cosmos Sports and Entertainment is proud to announce its partnership with Toronto’s first major league union rugby team, the Toronto Arrows.

The Arrows joined Major League Rugby after decisively winning their preseason matches, 40-18, 40-14 and look to continue that trend into the regular season. Cosmos Sports will be handling the sponsorship and ticket sales for the team for the duration of their 2019 season.

The Cosmos Sports and Entertainment team is excited to bring fans closer to the action by providing a ticketing structure catered to all patrons. This Toronto Arrow season will be held at two locations, both York Lions Stadium and Lamport Stadium. Cosmos Sports will be onsite at all the games to ensure a seamless transition from online to in person ticketing experience.

Come out for the Toronto Arrows 8-game home stand to close out the Toronto Arrows’ inaugural season in the MLR! We look forward to seeing you there!

For more information on the Toronto Arrows and ticketing, please contact – Michael Pedretti at mpedretti@cosmossports.com.

For more information on the Toronto Arrows and their sponsorship needs, please contact Cosmos Director of Marketing & Strategy – Evan Colborne at ecolborne@cosmossports.com.

And for any additional information about Cosmos Sports & Entertainment services including ticket sales, corporate sponsorship, marketing, and digital media, please call 905-564-4660 or visit www.cosmossports.com.

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News

Cosmos announces expanded partnership with the Hamilton Philharmonic Orchestra

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COSMOS ANNOUNCES EXPANDED PARTNERSHIP WITH THE HAMILTON PHILHARMONIC ORCHESTRA
COSMOS ANNOUNCES EXPANDED PARTNESHIP WITH THE HAMILTON PHILHARMONIC ORCHESTRA

By Olivia Sala | December 7, 2018

After another successful concert season in which both the Hamilton Philharmonic Orchestra (HPO) and Cosmos Sports and Entertainment surpassed benchmarks previously set in 2017, Cosmos Sports and Entertainment is pleased to announce that the partnership will be expanded upon.

Since 2012, Cosmos Sports and Entertainment has partnered with the HPO to assist the organization in meeting its ticket sales and outreach goals by engaging with current and former concert goers in the Hamilton community. This drive and commitment to servicing the community has lead Cosmos to surpass yearly targets and has lead to the continual growth of the HPO as an organization.

The expanded partnership between Cosmos and the HPO will include broader outreach into the Hamilton community to engage and evaluate potential sponsorship fits for the HPO.

Cosmos President Cary Kaplan said:

“After working with the Hamilton Philharmonic Orchestra for many years, the impact that the organization has on the Hamilton community became clear to us. It then became important that we assist the HPO in deepening their relationship with the community and reaching their financial goals. We believe that our new partnership will strengthen that effort.”

For more information about the Hamilton Philharmonic Orchestra and ticketing info, please contact Cosmos Director of Sales & Service – Justin Bernardo at jbernardo@cosmossports.com . 

And for additional information about Cosmos Sports & Entertainment services including ticket sales, corporate sponsorship, marketing and digital media, please call (905) 564-4660 or visit www.cosmossports.com

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Blog

Marketing and Predicting Ticket Sales with Google

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MARKETING AND PREDICTING TICKET SALES WITH GOOGLE
MARKETING AND PREDICTING TICKET SALES WITH GOOGLE

By Evan Colborne | November 17, 2017

Reading Time: 4 minutes

Whenever I’m introduced to a new podcast, I like to go back to older episodes and listen to ones that peak my interest. I recently started listening to the Freakonomics Radio Podcast with Stephen Dubner. For anyone not familiar with Stephen Dubner or his Podcast, each episode “explores the riddles of everyday life”. For example, a recent episode explored how Gluten has gotten such a bad wrap, and how many have been incorrectly led to believe that gluten is unhealthy for everyone.

One of the older episodes I came across was about things that people type into Google. I would say the actual title of the podcast, but if you click through you’ll see what I mean and why I’ve opted not to include it here. The guest on the show was Seth Stephens-Davidowitz, author of the book Everybody Lies. In his book, he uses Google search data to explore the difference between what people claim, and then what Google would indicate is the actual truth.  I haven’t read the book, but’s it’s one I’ve added to my reading list.

On the Freakonomics Podcast, Seth Stephens-Davidowitz mentions something that I found really interesting, and is directly applicable to marketing for sports & entertainment. Using Google Search data, he mentions that he can predict voter turnout for elections with reasonable certainty. This prediction is based on how many people are searching for polling station locations and other election related queries. This got me thinking that if you can predict turnout for elections, why not other events?

GOOGLE DATA

Google has this tendency to release really cool stuff for free, and Google Trends in no exception. Using data from it’s search engine, you can see what searches are trending globally, as well as on a much more granular city level. And it’s not just trends, you can search anything you’d like and see what the interest is at various scales.

For example, if you search the term “boxing” and select Canada, you’ll see a huge spike that coincides directly with the Mayweather-McGregor Fight. I’m sure this huge spike in search traffic would correlate pretty well with interest in the fight, and ultimately how many people tuned in to watch.

Now it doesn’t give you how many people searched for a specific term, but there are other tools out there for that. Google Keyword Planner will tell you how many searches for a specific term took place in a given time period.

APPLICATIONS FOR SPORTS & ENTERTAINMENT

As marketers, our ultimate goal is to drive attendance and revenue. But there are several steps that a potential customer must take before reaching the point of purchasing a ticket.

Alec Baldwin’s character in Glengarry Glen Ross introduced the sales team to the AIDA acronym which stands for AwarenessInterest, Decision, Action. What I like about this acronym is that it’s pretty universally applicable and shows that in order to get someone to take an action, we first must have their attention, and further, they must have some interest in what we’re saying.

Not sure if you’re like me, but these days it’s pretty rare that I actually type a URL into my web browser. More common is that I’ll type what I’m looking for into a search bar and let Google find it for me. Even if my sole intent was to go to a particular website, there’s something about typing the “www” and “.com” that seems like a waste of time. Say what you will about decreasing attention spans and so forth, but I think most people these days are like me.

So imagine you’re marketing the Toronto Raptors and want to know if your marketing campaign is growing awareness and interest. Wouldn’t how many people are Googling your team name be a pretty good indicator of that? If people are searching for your team name specifically, is it safe to say that they are interested in what you have to offer?

On a more granular level, when playing with Google Trends if you keep the time range to a 90 day window, you’ll get the daily data, which in the ticket sales business, is good to have. Maybe you notice that for every event you host, there is a spike in interest two weeks before. Knowing this can help shape your marketing spend, when to run certain promotions etc.

Overall as a marketer, what you’d like to see is that total monthly searches for your team name are growing year over year. This will tell you if you’re growing overall awareness and interest in your brand.

CONCLUSION

In a time when marketers are looking for measurement at every step, seems that Google might be giving us one of the best forms of measurement, for free I might add. While it’s tempting to skip steps and measure marketing solely by sales, it’s important to keep the AIDA acronym in mind. Growing awareness may not sell tickets tomorrow, but eventually if you’re moving enough people through the stages, it will.

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News

Cosmos Sports & The Wolfpack Take Toronto By Storm In Historic Home Opener

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COSMOS SPORTS & THE WOLFPACK TAKE TORONTO BY STORM IN HISTORIC HOME OPENER
COSMOS SPORTS & THE WOLFPACK TAKE TORONTO BY STORM IN HISTORIC HOME OPENER

By Cosmos Sports | May 9, 2017

This past Saturday, May the 6th at Toronto’s own Lamport Stadium, the Toronto Wolfpack emerged victorious in their first home opener in club history. Despite the day’s cloudy, cool, and slightly rainy weather, a crowd of over 6,000 fans flocked to Lamport Stadium to see the Wolfpack take on Oxford RLFC. Kids, adults, families, and rugby fanatics alike were treated to an intense and exciting matchup, which saw the Wolfpack once again dominate their opponent, posting 62 points to Oxford’s 12.

In addition to the stellar on-field play, fans were also provided half-time entertainment from the Wolfpack’s official dance team – the She Wolves, as well as mini game featuring the Mississauga Blues RFC. Combined with a beer garden featuring exclusively local brews, and the team’s official shop across the street, there was something to appeal to even the most casual of fans at Saturday’s match.

Cosmos Sports is excited to have been an integral part of this piece of rugby history, having worked with the Wolfpack for several months in a number of different areas including sponsorship procurement and ticket sales. Cosmos has been largely instrumental in bringing on sponsors including Air Transat, Brown-Forman, Bold Works, Gilbert Rugby, CAT Global, 3 Brewers, and the sponsor of the home opener – TekSavvy. As the season progresses, the Cosmos team will continue to drive ticket sales revenue, while also servicing a number of corporate sponsors, ensuring that the team’s inaugural season is wholly successful for both fans in the stands and the team’s sponsors.

The team’s next home match will be taking place on Saturday May the 20th at 4:30pm. The Wolfpack will face their most evenly matched opponent yet when they play host to the Barrow Raiders RLFC. For more information about the Toronto Wolfpack RLFC, team schedule, or how to purchase tickets, please visit www.torontowolfpack.com or call (416) 548-9737.

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News

HPO And Cosmos Sports Set Sights On Another Successful Summer Campaign

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HPO & COSMOS SPORTS SET SIGHTS ON ANOTHER SUCCESSFUL SUMMER CAMPAIGN
HPO & COSMOS SPORTS SET SIGHTS ON ANOTHER SUCCESSFUL SUMMER CAMPAIGN

By Cosmos Sports | March 9, 2017

Cosmos Sports is extremely proud to announce its renewed partnership with one of its foremost entertainment partners – The Hamilton Philharmonic Orchestra.  Since this partnership’s inception in 2013, it has grown to be one of Cosmos’ most consistently successful, and mutually beneficial partnerships in many respects.

This year’s partnership will see Cosmos’ sales team providing assistance with subscriber renewals through a targeted outbound call campaign.In addition, Cosmos will also aid with the facilitation of an email marketing campaign that is directed towards both regular attendees and those who attended a show for the first time last year.  Lastly, in an exciting development conceptualized for the first time in the history of the partnership, Cosmos’ scope of service will be further expanded with the team delving into group sales.

With the process becoming both seamless and highly sophisticated over the past four years, the HPO-Cosmos relationship illustrates how the Cosmos teams’ expertise effectively translates into the entertainment world.  Having been involved with a number of teams, leagues and organizations over the years, Cosmos continues to look for ways to apply sales and marketing strategies learned within the sports field, to a wider breadth of properties – particularly those within the realm of entertainment.

For additional information on Cosmos Sports’ services including ticket sales, marketing, branding, revenue generation training, and more, please visit http://www.cosmossports.com/index.php/services or call (905) 564-4660.

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News

A Busy Week In Western Canada

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A BUSY WEEK IN WESTERN CANADA
A BUSY WEEK IN WESTERN CANADA

By Cosmos Sports | October 3, 2015

Cosmos Sport President, Cary Kaplan, spent three days in Western Canada earlier this week training 2015 FIFA Women’s World Cup staff ahead of the upcoming events in Vancouver and also training the Northern Alberta Institute of Technology (NAIT) Ooks. The training in Vancouver focused on Ticket Sales for the upcoming Women’s World Cup next summer and wraps up a five city tour for Cary who has also conducted trainings for FIFA in Winnipeg, Ottawa, Moncton, and Edmonton.

NAIT procured Cosmos to conduct an extensive study on their Athletic Department’s revenue potential. Following a day of meetings with key individuals and teams within the Athletic Department, Cosmos returned to Ontario to prepare an action plan for the Ooks that will help them maximize revenue from the Athletic Department. Focusing on Ticket Sales, Sponsorship, and Donation revenue Cosmos was able to provide the Ooks with clear short term and long term plans that will maximize the Athletic Department’s revenue potential and help them reach their goal of providing every athlete with a scholarship.

A leader in the ACAC, NAIT has been a benchmark program for the conference and is looking to take another step forward, as University and Collegiate sport in Canada continues to redefine the structure and goals of their Athletic Departments with a distinct focus on revenue. Earlier in August, Cosmos worked with Mount Alision University and their football program to maximize their ticket sales, sponsorships, and donations. Cosmos has also worked with Carleton University selling season tickets for their football, basketball, and hockey programs for the past two years.

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News

Cosmos Sports Extends Partnership with Ottawa Senators

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COSMOS SPORTS EXTENDS PARTNERSHIP WITH THE OTTAWA SENATORS
COSMOS SPORTS EXTENDS PARTNERSHIP WITH THE OTTAWA SENATORS

By Cosmos Sports | November 6, 2013

Cosmos Sports is proud to announce that we will be continuing our ongoing relationship with The Ottawa Senators. The Cosmos Sports team will be assisting the Senators in the 2013-2014 season with their outbound ticket sales, particularly the 3, 4 and 6 game packages. With the Ottawa Senators only having played 6 of their 41 total home games thus far, there is ample opportunity for Cosmos Sports to have a successful impact.

In the past Cosmos Sports has helped a variety of organizations with their ticket sales including the Buffalo Bills, Soccer Canada, and Edmonton Eskimos, but this is the first time Cosmos Sports will be assisting a team in the National Hockey League. Cosmos Sports is excited about this new beginning with the Ottawa Senators and the future relationships that will be made from it.

The Senators next challenge comes tonight (November 7, 2013) vs. the Montreal Canadians, a game in which Cosmos has been focusing sales efforts on over the past week and a half. Selling tickets to a divisional rival has been fun as there is no love lost between fans of la Blue, Blanc, et Rouge and the Sens, especially with many Habs fans coming into Ottawa’s Canadian Tire Centre for the matchup.

Beyond tonight’s game, Cosmos will continue to increase sales through game packs, which have been popular among fans early in the outbound campaign. Cosmos looks forward to a long and successful ticket sales partnership with the Ottawa Senators.

For assistance in sports marketing, such as ticket sales training, branding, marketing, public relations, sales, hiring, strategic direction, business growth, website design, advertising, or any other function of building your brand, Cosmos Sports can assist in effectively and efficiently growing your organization. Contact Sales & Marketing Director, Bryan McGahey, at 905-564-4660 ext. 224 or bmcgahey@cosmossports.com