Whether one is purchasing a car, buying a big screen sound surround television or investing in a GIC, we all feel comfortable knowing there is a “guarantee” that comes with the product. Guarantees in sports are rare but occasionally a team is willing to go out on a limb for such an undertaking.
For the first time in the B.C. Lions 61-year history, the team publicly guaranteed a win for last Sunday’s home game against Saskatchewan. The conditions on this bold statement by Team President Dennis Skulsky stated that if the Lions failed to beat the Roughriders, all fans in attendance could redeem their game ticket for a ticket of equal value to one of the club’s four remaining home games.
These types of promotions if done properly can add an element to the event that brings about dialogue and intrigue.
B.C. had won three in a row and the defending Grey Cup champions had won four in row prior to their meeting in Vancouver so it could be suggested that the game should have taken care of itself without the added “hype”.
Mainstream, website and social “media” all seemed to embrace the guarantee which really was a win-win for the Lions.
By winning the game, the Lions would send their fans home happy. By losing the game, which indeed happened as Saskatchewan got the last laugh with a 20-16 victory, the season high 33,000 fans in attendance received a consolation prize by not having to pay a ticket for a future game.
Not all teams are in a position to offer free tickets to games because of seat availability. Some teams are in the envious position of having many of their games sold out in advance. However, there are creative ways that teams can offer a “carrot” to their fans that will fuel extra publicity.
The Everett Silvertips have an unconventional promotion for their WHL season ticket holders that other teams should consider. The Silvertips are guaranteeing that they will finish in the top four of the 10-team Western Conference in the 2014-15 season. If Everett ends up 5th or lower, their season-ticket holders who renewed early will be given a $100 credit to be used for season tickets for the 2015-16 season.
Last season, the Silvertips gambled and won when they guaranteed at least a 6th place finish. Because they ended up 5th in the West, (three spots higher than the previous season) they did not have to reward fans with a $100 credit for this season.
Everett averaged 4,901 fans per game in the 2013/14 season, 7th in the league. Let’s say the team had 2,000 season ticket holders that would be entitled to the $100. That’s $200,000 which sounds like a huge sum, but keep in mind it’s not a refund that fans collect, just a discount or fan loyalty they would be receiving should they decide to renew. If season ticket prices increase the following season, the impact of that guarantee is even less. As it turned out, the Silvertips got a free plug.
Promotions are needed in the entertainment industry. Guaranteed promotions are effective if used sparingly. Even though the Lions lost to the Riders, they don’t have egg on their face, because it was the talk of the province that gave the game more exposure. The players did not guarantee anything, just a front office executive who felt the timing was right to create controversy.
Here’s a unique idea for the two junior teams in Prince George to ponder: On one of the dates that both teams play at home on the same night, each team could endorse guaranteed P.G. win night. Should the Cougars or Spruce Kings lose, then fans in the facility of the losing team would be entitled to a free ticket (or something comparable) for both an upcoming Cougars and Spruce Kings game. Now that would be a cross promotion never seen before in the city. There would be a buzz, a zing, a pep to the build-up. That is a guarantee!
From the Quote Rack:
On Mars, NASA’s Curiosity rover has spotted what appears to be a thigh bone. Nearby, there also appears to be a penalty flag.
Jacksonville Jaguars season ticket holders get a concealed weapon permit deal; provided there are any deals left after the players get them.
Contributor Bill Littlejohn of South Lake Tahoe, California
Apparently the Buffalo Bills are having so many pre-season intra-squad fights that coach Doug Marrone blew up at his players. This is shocking to Bills fans who didn’t think their team could hit anybody.
The Chicago Cubs are going to call up Cuban outfielder Jorge Soler. Which will be one step closer to Soler’s dream of playing for a major league team.
Contributor Janice Hough of Palo Alto, California www.leftcoastsportsbabe.com
Tennis player Maria Kirilenko called off the wedding to NHL star Alex Ovechkin. Probably just as well; Ovie disappears when he get close to a ring.
Hanso won the California canine surfing competition in the large dog category. I’m guessing he’s a boarder collie.
Comedy writer RJ Currie www.Sportsdeke.com
Green Bay visits Seattle to open the new NFL season on Thursday. To commemorate the anniversary of their last meeting there, the Seahawks want that replacement ref crew back for an encore.
Auto manufacturers are developing cars that can “talk” to each other. We have that here in BC already. “honk, honk, honk.”
Comedy writer TC Chong of Vancouver (http://alwaysfunny.com/)
And in case you missed it:
A New Jersey man, who has been working the same job for 73 years, recently celebrated his 101st birthday. Congrats to Martin Brodeur!
Hartley Miller is the sports director and morning news anchor for radio station TheGoat94.3 His column appears weekly on hqprincegeorge.com. Send along a quote, note, or anecdote to [email protected]
Follow him on twitter: @Hartley_Miller