This forum on Day 2 of the NACDA/NACMA convention was moderated by Todd Goodale (Associate Director for Marketing at the University of Virginia) and Craig Pintens (Assistant Director of Athletics for Marketing at Marquette University).

The number one worry among the group as it relates to basketball season ticket sales is the economy. Most participants had plans to keep season ticket prices steady in hopes of keeping people in the seats. Lots of schools have gone the direction of offering mini-plans, but it was suggested to wait for your season ticket marketing to take effect before offering up mini-plans.

Craig also said that at Marquette, they do not send renewals out for mini-plans. If someone does call asking where their renewal form is, the ticket group uses it as an opportunity to gather feedback and upsell them into a season ticket package.

Most marketing among forum participants was pretty typical stuff. Most are still doing direct mail, particularly 8-10 page season ticket renewal packages, email marketing, and voice messages. Some reported skewing their marketing mix to more email/online in an effort to control costs.

Another strategy to consider taking advantage of if you don’t already do this is working out trades with your local media outlets (newspapers, radio, tv). In return for marketing and running ads for your tickets/games/events, they get “extra” or “preferred” access to players and coaches. Most are willing to work with you.

5 or 6 schools present reported having a new coach come in and how they have tried to use that transition as a good marketing and publicity opportunity. The best strategies discussed involved having the coach available to the media as soon as possible after they are hired and consistently for the months following the new hire. If the coach is not as comfortable with the spotlight, than maybe send him down to the local TV station with some players and a check for a local charity. This could help him feel some of the pressure and attention is off of him.

Photo credit: post-game show by darkmatter on flickr