You're team just came off a historic season - Division Title, Conference Title, President's Trophy, and of course, Lord Stanley's Cup. Tickets are in high demand, sell-out crowds for each home game, merchandise is literally everywhere in the entire metropolitan area. With such a hold on market share and fan loyalty, why is marketing even necessary? How do you as a marketer tackle this unique problem?

Although it seems like things can't get any better and you're sitting pretty, marketing is still just as important as having Corey Crawford in net. Consumers constantly value their purchases and if you as a marketer begin to let your guard down, fans will begin questioning whether purchasing a ticket is that much better than watching the game on their 54" flat screen in the comfort of their own home. Demand can shift in a heartbeat and there is no guarantee that by the end of this season, your market share will be the same. So how do you do it? What can you possibly do to ensure that fans keep coming back to the "Madhouse on Madison"?

Never stop promoting. Be creative. Be innovative. Engage your fans. Whether it be new digital content (like Blackhawks TV), social media contests, or new in-game promo events, keep the energy high and the excitement higher. You have the peak market share, now hold on to it for as long as you possibly can.

It's the nature of the beast. Only 12 postseason spots exist. With 30 teams in the league, it's unavoidable to say that some teams will be winners, and the rest will ultimately find themselves on the outside looking in. So how do teams keep their fans happy, even if postseason play is out of the picture? Promotion.

Just because a team is "out of it", doesn't mean the operations can stop. Games still need to be played, each of which costs hundreds of thousands of dollars. A franchise must strive to fill the stadium, whether their team is sitting pretty or feeding at the bottom of the Win/Loss column. Here are five promotional ideas to fill the stadium when the home team is already looking to next year.

1. Giveaways

Let's admit it. Everyone loves free stuff. Promotional giveaways entice fans to come to a game whether the team is going to the postseason or not. Fan Appreciation Days usually focus on this tactic and often provide the first however many fans with team posters, trading cards, or something similar. A very simple, but effective way to say thank you for your support throughout the season, but ultimately a cheap giveaway that drives ticket sales.

2. Discounted Tickets

Give back to the loyal fans by offering a half-price ticket or buy two, get a third free. Increasing the perceived value of the entry price, fans may feel more inclined to spend their money elsewhere, such as the souvenir shop or by grabbing another beer with the money they saved.

3. Honor a Retiring Player


Sometimes the home team will have the unique opportunity to honor a star player that is retiring at the end of the season. By promoting the final few home games as "the last chance to see Player X", attendance should spike upwards. This was seen multiple times this past season: Mariano Rivera, Andy Pettite, and the New York Yankees; Paul Konerko and the Chicago White Sox. When such franchise star players decide to call it quits, fans feel emotionally obligated to be in attendance to support their superstars. Don't be afraid to exploit this unique opportunity as it could really be a home run, financially speaking.

4. Think Ahead to the Future


If this season was a complete bust and only bad connotations exist, it is probably a good idea to start looking towards the future and next season. Since there are still a few home games remaining, however, offer deals such as "purchase tickets to the final home series and receive the same number of tickets to any home game next year" or offer ticket discounts for next season based on tickets purchased for the final games of the current season. Highlight intriguing promotional events happening next year and provide discounts or information to those that attend the last few games of the season.

5. Utilize The Players


Yes, use the players. They're a big part as to why fans attend games. Without a team, there would be no fans. So, how do you do it? Well, there are a few options: 1.) Post-game autographs are always a huge hit, especially with kids, 2.) Randomly give away signed merchandise throughout the game, much like the Chicago Blackhawks did throughout the 2013 shortened hockey season, 3.) Have each player say a brief "Thank You" during the pre-game presentation, 4.) Host a "Meet & Greet Post-Game Party" with the players for fans to attend (making this an added cost is another way to gain some extra cash), and 5.) have them simply tip their caps at a specific time during the game to honor the faithful crowd that has supported them throughout the season no matter what the standings showed.


It can definitely be challenging to energize a fan population when a team finds itself with more losses than wins, but it is not impossible. These five ideas should guide a franchise to see that a half-full stadium can be full again, even if the home team is struggling. Just keep your eye on the ball, find the right pitch to hit, and drive it out of the park.

As a senior, the question "what are you doing after graduation?", can become pretty redundant. My typical response being: "My goal is to work in marketing and digital media for a major league sports franchise, specifically in Chicago." What happens next? The usual, "wow, that's awesome, but isn't that going to be really tough to get into?" Well, of course it is. But so is every other job on the market. My goal simply happens to be in a smaller industry as opposed to something like financial services. However, I realized something through a conversation I had with a friend. I learned that sometimes, it's not always about winning. In my case, I might not find myself in major league sports right away, but that's okay. I've discovered that it's not always about winning in terms of place or franchise, but no matter what, it is always about the fans.

What do I mean by that? Well, ever since I was young, I have loved making others happy, helping others in this way or that, and simply brightening up their lives in any way possible. Whether it be bringing a friend to a sporting event, inviting the "unpopular" kids to join in a game of kickball, or helping families who found themselves down on their luck, I have always had a passion for creating joy in the lives of others. And it is this passion that led me to discover why I am pursuing a career in sports & entertainment. It's not about winning, but creating an exciting, fun, and memorable environment for everyone in attendance. Sure, it's a plus when the home team wins (that pleases the fans more than anything else), but that is not the only reason why consumers keep coming back in the future.

Enter my passion, my aspiration, my goal. After working for the Des Moines Buccaneers and now for Drake Athletics Marketing, I finally figured out why I love this industry: The fans. Nothing is better than seeing the ecstatic look on a kid's face when s/he wins a t-shit or catches a stuffed animal. It's the satisfaction received when you walk a group of kids in attendance for "Character Counts" day around the field to the tunnel so they can cheer on their favorite players as they enter the stadium. It's the disbelief on the face of an unsuspecting college student when you tell them they've been randomly chosen to win a flat-screen TV. Yes, it's important to turn a profit each game. Yes, it's great to see the home team win. However, let's not forget, the most important piece of the puzzle is the fan population. It doesn't matter if the team on the field/court/ice wins (although it certainly helps), but it is crucial to keep your fans happy.

It isn't always about winning, but it is always about making it the best atmosphere for your target audience. Make it fun, make it exciting, make it memorable. You'll begin to sell out in no time.

Now that the football season is back and my senior year continues to race forward, it only seems right to discuss how to generate the game-winning drive of your job search. It's the two-minute drill. Only 2 minutes remain in regulation, you have possession of the ball on 20 yard-line, no time outs, and need a touchdown to win. You just started your senior year of college, you have a solid GPA, you've held an internship or two, and have shown your leadership capabilities through your organizational involvement in college. Yet, you are on the prowl for full-time employment after college. How are you going to do it? Let's dissect the perfect drive, play by play to ensure that you score that game-winning touchdown.

Don't throw it deep just yet. Try a quick pass to the sidelines to move the ball downfield. How does your résumé look? Are you catering it to each job application? Is your cover letter crafted with the right words? Sometimes the basics sack you in the backfield like Jadeveon Clowney against Michigan. Work with your advisor, mentor, etc. to fine tune these basics to gain some yardage.

So throwing a quick pass to the sidelines got you 15 yards and stopped the clock. 1:52 is staring you down and you have 65 yards to the goal line. You have some time, so let's take some calculated risks. However, if you wanted to run the ball, it's a tad late for that. A good run game symbolizes starting your career building during your freshman year. Not saying you haven't had over 150 yards today, but now is not the time to pound the ball up the middle. A slant route in the middle of the field would be a good choice. Send an email to some business leaders, possibly even a few at companies you hope to work for one day. In the email, explain who you are, what you're currently doing, and ask if an informational interview or job shadow is a possibility. Even if those are not open downfield, check the ball to your running back and gain a few yards by grabbing a 15 minute coffee break over their lunch hour. Never stop expanding your network. If you want a specific job, the easiest way to understand how to get there is to speak with someone who already has it. So make the call and throw the ball in the middle of the field. You might only gain 12 yards, but at least you're almost to midfield with plenty of time left on the clock.

Spike the ball. You just scheduled a meeting with a top executive at the company of your dreams. Spend a down, stop the clock, and prepare yourself for the meeting. Learn about the company, the person you are meeting with, and draft a few questions to ask. Take your time to make the right play call so you can avoid a disastrous mistake.

Just over 90 seconds to play and you have 53 yards to go. What play do you call? I'd say a draw play would be in order. Fake the run and throw it deep. So what does this mean in terms of your job search? Well, think of it this way. Start applying to some positions online, discovering positions you might not have heard of before, but might be the perfect fit for you. While you are in the midst of this time intensive process, reach out to your network, especially those executives with whom you had meetings, lunches, and coffee. This is where your pass down field comes into play. Ask them if they would be willing to speak on your behalf, provide a recommendation, or put you in touch with someone they know that's working at one of your top choice companies. If it works out, you've completed a pass to the opposing 25 yard line. 

Clock is ticking, with the long play comes the added cost of resetting the line to snap the ball. Now down to 1:10 you have the chance to run the ball again. Head over to your university career fairs during the spring. Many of them happen in February or March. Meet with recruiters, pass on your résumé, and potentially set up an interview during spring break.

You're in the red zone. The perfect scoring opportunity. Under a minute remaining, what are you going to do? Thankfully, you're not in the situation the Titans were in against the Rams in the 1999 super bowl. Throw a pass downfield to your leading receiver. Be a playmaker. Snap. Pass. CAUGHT. Your pass is complete to the 3 yard line. Those executives came through and you landed an interview with one of your top choices. The clock is running so get to the line and spike the ball.

Spike the ball. Again, do your research on the company for which you are interviewing. See how the defense is aligning and develop a game plan to beat them. You are so close. You can see the finish line.

It's interview time. You go in with confidence, discuss your attributes because you know who you are, what you do, and why you do it best. You interview them as much as they interview you because, contrary to what some say, the right job needs to be a fit for you as much as you are a fit for them.

You rocked the interview. The job was perfect, the company was perfect, the people were perfect. The play was executed perfectly. Everyone blocked their assignment, you literally walked into the end zone. They even said, "we have never seen anyone so prepared, composed, or genuinely excited in pursuing a career with our company". You showed your passion, never gave up hope, and you took the lead. But, 25 seconds remain on the game clock. Yes, you scored the potential game winning touchdown, but now you must wait until time expires to really celebrate. There's always that small doubt that things aren't always how they seem. That added twist that can potentially ruin a storybook ending. It's a variable you can't control, but have faith. The odds are in your favor. One way to lessen this risk is to send a "Thank You" note to the interviewers. Basically equivalent to a squib kick, the "Thank You" note will not hurt you and may very well keep your opponent from returning the kickoff for a touchdown. Soon enough, the clock runs out, showing 00:00. Your opponent stood no chance. You sacked them in the backfield and now, you feel the cool, crisp taste of victory and success, which is actually blue gatorade. Nevertheless, you did well kid. Take the game ball and display it in your new corner office. You earned it.

When is it appropriate to adopt the title of "Transplant"? Is it something you call yourself as soon as you move to a new place? Do you need to live there for a certain time period? How do you truly decide? Well, I don't believe it's based on the length of time you've lived somewhere, but when you finally accept the place as a potential forever home. I see it as a change of possession.

I've lived in Des Moines, IA for just over three years now, and I have recently decided to call myself an official "Iowa Transplant". As I began college at Drake University in the fall of 2010, I was skeptical about what Des Moines had to offer and was curious if there really was anything more to Iowa than cows and cornfields. Yet, as time passed, and I expanded my knowledge of the city, met leading professionals, and landed several internships along the way, I came to understand that Des Moines is much different than anyone's expectations. It is definitely more than just cows and cornfields, and is growing with new ideas every hour of every day.

Growing up in the suburbs of Chicago, I've come to love the city atmosphere. During the summer, my friends and I would go to North Ave. beach, catch a cruise from Navy Pier, walk the "Magnificent Mile" and attend as many festivals as we could. Chicago has everything you could ever ask for: sports, restaurants, festivals, outdoor activities, etc. But, one thing I have come to realize about Chicago is that the space for innovation and growth is extremely limited. Not to say that new ideas cannot be successful in a place like Chicago or New York or Los Angeles, but with such an established core and so many other things in place, it is nearly impossible to become a powerhouse leader in the community.

However, I'm not trying to speak poorly of my hometown. Instead I wish to express my excitement about Des Moines, explain why I am strongly considering a career here after college and discuss why I believe it is a perfect place for new ideas and innovation, especially for young professionals.

Since the end of my sophomore year, I have been lucky to hold several internships in the greater Des Moines area. My time with Civic Music Association, Des Moines Buccaneers, and now Drake University Athletics, has provided me the opportunity to explore the city and really come to love all that happens in central Iowa. You never understand things until you experience them, in my opinion. That's precisely how it happened to me; how I came to actually love the city of Des Moines and why I am considering staying here to start my professional career. So many opportunities exist for collegiate interns, families, young and old professionals, tourists, and anyone who might find themselves "lost in the cornfields". One of the most eye-opening experiences occurred in the summer of 2012. Every summer, the Greater Des Moines Partnership hosts an intern series known as 'Do More in the City'. It is essentially a workshop series every two weeks for Des Moines area interns to meet one another, network, and meet leading executives in Des Moines. If you are going to learn, do everything you can to learn from the best. I am so grateful to every executive leader that took the time to speak to us interns to help our growth as young professionals. Yet, the bet opportunity came during a networking lunch with one of the top CEOs in Des Moines - Jay Byers.

Jay taught me one of the most important lessons that afternoon. I asked him, "why should I stay in Des Moines and not go back home to Chicago after graduation?". His response: "Be a leader, not a number". Those six words have stuck with me for the past year and a half. Now, after leading a bus tour for all first year business students at Drake and telling my story of how I came to love the city of Des Moines, I can officially say I have embraced the title of "Iowa Transplant". I never thought I would ever consider staying, but after spending four years here, it's definitely a top choice after graduation. Always be open to changing your mind. Always be open to new things.  You may never know you like something until you give it a chance and try it.

Don't be one track minded. Try new things. Embrace life as a transplant and know that a change of possession doesn't last for the entire game. 

Welcome to the huddle. 

I'm Tom Florian, your Quarterback. I'll be calling the plays on sports marketing, community relations, fan relations, and how to brand yourself as a top sports marketing professional. I'll throw in the occasional "flea flicker" and drop some commentary about how franchises are either hitting home runs or striking out swinging, but if you're looking for some quality play calling about sports marketing and the sports industry, you're in the right place.

The opening tip is here. The first pitch is on its way. The ref just dropped the puck. Jump up, swing the bat, win the face-off. The clock has started on your career, so put your game face on and let's do this.