Q1 2020 Texas CEO Magazine

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HOW BUSINESSES EXPERIENCE TEXASATTENDSPONSORGET INVOLVEDOMNI FRISCO HOTEL AT THE STAR | SEPTEMBER 24, 2020PRESENTING SPONSORFOR TICKETS, ROOMS, AND MORE INFORMATION VISIT:YTEXAS.COM/SUMMIT
[PERFORMANCE]DESIGNINGAN EFFECTIVESALESPROMOTIONKirk Wakefield, PhDLESSONS FROMTEAM SPORTSMARKETINGWhen a fan buys a ticket to a professional sporting event, theyhave learned to expect some form of promotion. This trendreflects a larger shift in the sports world, as promoters work tomake the experience more entertaining rather than relying solelyupon team performance to attract fans. Today, promoters areon a continual search for the next big promotional idea and, sofar, the most effective appears to be . . . bobbleheads. Seriously.Past and current research on the effects of single-gamepromotions in Major League Baseball finds that the followinghave the strongest effects on attendance (in order):• Bobbleheads• Combination of giveaway and special event• Combination of two or more special events• Giveaway valued at $5 or more• Giveaway valued at less than $5• Price discounts• Single special event 1What is the common denominator here? All but one of the itemsin this list (price discounts) add value to the experience.Bobbleheads, for example, give fans the opportunity to exhibitthe passion they have for the team when they put them ondisplay at the office or at home. Giveaways can add valueto the experience as well. Fans prefer giveaways that are insome way related to the event (e.g., bats, gloves, and caps forbaseball) 2 —this fuels the fantasy and feelings they associatewith the experience. Special events like concerts or celebrityappearances, especially when combined with giveawaysor another event (e.g., a pre-game concert and post-gamefireworks), also have great impact on the experience.The idea is to make promotional events truly memorableexperiences that excite fans rather than just offering anotherforgettable promotion. Assuming a brand sponsors the promotion,the extent to which the experience provokes strong internal(sensations, feelings, and thoughts) and behavioral responsesdetermines the benefit to the brand. 3 Not surprisingly, again, pricediscounts come near last in the previous list, as the price cut offersonly economic and no direct emotional or experiential benefits.TexasCEOMagazine.com41
Page 1 and 2: Q1 2020THE BUSINESS OFTEXASSPORTSTI
Page 3 and 4: Letter from theOWNERGreat CEOs crea
Page 5 and 6: INSIDE Departments6 [MANAGEMENT]OUT
Page 7 and 8: CEOs; as you can see, the outsiders
Page 9 and 10: FeatureDid you know when you were s
Page 11 and 12: Featureimplemented. People told me,
Page 13 and 14: P O D C A S TEach week on Ask a CEO
Page 16 and 17: money.” They went on to share wit
Page 18 and 19: The Eyes18 Texas CEO Magazine Q1 20
Page 20 and 21: THERE’S ASAYING IN OURWEIGHT ROOM
Page 22 and 23: WHAT CEOSCan Learn fromEXCEPTIONALC
Page 24 and 25: STARTUP SUCCESS:A STARTUP FUNDRAISI
Page 26 and 27: out how much to raise in order to a
Page 28 and 29: 7WITHFeatureMark CubanQuick Questio
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Page 32 and 33: Our approach, starting with JerrySr
Page 34 and 35: invested into The Star development,
Page 36 and 37: environment, still allows a company
Page 38 and 39: 5 ThingsTO CONSIDER BEFORE TAKING A
Page 42 and 43: The Characteristics of a Well-Desig
Page 44 and 45: Who gave you the heads-up on the un
Page 46 and 47: • Use reflection questions.o Refl
Page 48 and 49: Three Actionable Strategiesfor Buil
Page 50 and 51: SAVE THE DATE!October 3, 2020 • 1
Page 52 and 53: toward a target audience’s IP add
Page 54 and 55: Austin FC — In 2021, Major League
Page 56 and 57: LEGISLATIVEFOOTBALL,TEXAS-STYLECrai
Page 58 and 59: The Legislature also authorized a r
Page 60: BUILDINGA BRIGHTER FUTUREFOR CENTRA
Page 63 and 64: million for a six-year randomized s
Page 65 and 66: WHAT HASANDY RODDICK LEARNEDSINCE S
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Page 69 and 70: THE ESPORTSINDUSTRY IS VALUEDAT ABO
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Page 75 and 76: He pulls out his badge and goes,
Page 77 and 78: CATCHINGTHE PERFECT PASSInnovation
Page 79 and 80: the thousand other things we could
Page 82 and 83: 2. It’s not just about fitness.Pr
Page 84 and 85: [PERFORMANCE]MARKETING RESEARCHUNIT
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[LEADERSHIP]MISSION, PRIDE, PEOPLE3
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cannot profess a mission and expect
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BRINGING ARENEGADE SPIRITTO XFL 2.0
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THE BUSINESS OFCOLLEGE ATHLETICSA C
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At UTSA, their AD is in hersecond y
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Q1 2020 Texas CEO Magazine

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