GAME TICKET GIVEAWAY MECHANIC

OVERVIEW OF THE PROMOTION:

Creating a promotion around sporting game ticket giveaways can assist in establishing your venue as the place to watch live sport. Game ticket giveaways can be run in a number of ways including a simple draw to win General Admission Tickets or by arrange a private box for special games of note in which you can host your customers to a day out.

General Admission tickets to most sporting matches are readily available however of course private box tickets can require more time to arrange. With any game ticket promotion, please ensure you leave plenty of lead time and express your interest with your AM and AF as early as possible by submitting your A&M Proposal.

After your A&M Proposal is approved, you will need to ensure you have the following;

  • Approved TPL to run your promotion (please speak with Darren Williams for assistance)
  • Terms and Conditions available and on display throughout your promotional period.
SUGGESTED ACTIVITY TO CONSIDER:

Below is a list of suggested activity. To view details and costs associated with the activity, please click on the links under the activity heading.

PRODUCT SALES DRIVE:
DETAILS: Associating your game ticket giveaway with a product sales drive can both assist in driving revenue, but also assist with receiving support from suppliers.
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Carefully consider which product you wish to associate with your promotion and submit with your A&M proposal after speaking with your local rep.

Things to consider when choosing your product sales drive;

  • Will the promotional period clash with any competitor supplier promos?
  • Consider high GP products
  • Speak with your local rep for upcoming product drives in which brand teams may be able to assist with the promotion
  • Consider your product/sport alignment. For example; VB is traditionally aligned with NRL and Carlton Draught is the Beer of the Waratahs during Super Rugby season.

EVENT DRIVER:
DETAILS: Using the ticket giveaway to promote a specific day or event can assist with driving revenue on your specified day.
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This may be another sporting event; for example; Win tickets to Origin 3 in venue during the live State of Origin Game 2.

This may also be a driver for a specific day of the week that requires a lift in trade. For Example; Catch the Sunday afternoon footy live in the venue for your chance to win tickets to your favourite teams next home game. Drawn on the last Sunday of every month.

RAFFLE TICKET:
DETAILS: Selling raffle tickets into any draw can assist with fundraising for a charity or sporting sponsors of your choice.
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This can be a good way to show local community involvement.

When running a raffle ticket entry, you need to;

  • Determine the benefactor
  • Determine the ticket sales times
  • Set the price of raffle tickets and keep this consistent
  • Arrange for the benefactor to assist with ticket sales. Having your local sporting sponsors in to personally sell tickets will not only guarantee their patronage in venue, but also showcase your relationship to other customers.
  • Clearly outline terms and conditions including draw times and benefactors details
  • Ensure a representative from the benefiting group/club is present at the time of the draw.
PROPOSED MARKETING ACTIVITY:

Suggested marketing initiatives are outlined below. Not all will be appropriate to your venue, however please suggest as many options as you feel appropriate in your OMG A&M proposal.

  • Internal POS
  • Print Media
  • Website
  • Staff Viral
  • Social Media
  • Eflyer
  • Nightlife
  • SMS
  • Sporting Sponsors Website/Viral
REQUIRED IN YOUR A&M PROPOSAL:

Your promotion mechanics – this is the ‘HOW’ and ‘WHEN’ you will run the promotion

  • How many and the types of tickets you require
  • Terms and conditions for your draw
  • Any agreed supplier support you may have received through your local rep
  • Total cost of the promotion
 

USEFUL TIPS:

  • Ensure you have clearly outlined the terms and conditions of your promotion. These should be visible for all patrons at all times

  • Plan out your prize activity – this is particularly important if you are wanting to host a private box. Remember you are ‘hosting’ the day and as such need to arrange a meeting place and time and have your day structured so guests feel like they are being treated to a day out.

  • Effectively communicate all details of the promotion with all staff and management to assist with the up sell and any questions surrounding the promotion.

  • Ensure you are communicating the promotion with sporting sponsors, especially those sponsors that relate directly to the game ticket giveaway – obviously this will be of particular interest to them.