Mike Alstott

Mike Alstott

What the NFL Gets that Most Golf Clubs Still Don't!

Dear Reader:

Here's a quick teaser for you; how many minutes of actual play is there in an average NFL game?

Answer to follow...

A good 80% of the questions I got during my recent "Ask Andrew anything promotion" were about discounting and loyalty! Both of which are very topical in this economy, an economy as bad as most of us have ever seen and one that affects just about every business.

Meanwhile, the Tampa Bay Buccaneers manage to sell 63,000 tickets per game, just a fraction less than FULL capacity (65,000) without discounting! My tickets on the 10-yard line are a long way from the prime locations at mid-field and are still $195 per game, per seat. For the privilege of being able to buy the two tickets per game, I also paid a $4000 seat license, making this year's NFL season a $1000 per game experience for my son and me. Each few yards you move down towards mid-field, the tickets jump $50 or more until you are at $750 a ticket per game. Even the cheapest seats are $75-$95 per game (as much or more than many green fees) and there are still plenty of people to pay for them, why?

Could it be that we have the best looking cheerleaders in the league?

Or, with the strategic command just a couple of miles away, we get a guaranteed "fly over" every game?

The pregame national anthem and flag extravaganza will bring a tear to your eye (even for a Brit like myself!)

The pregame cartoon on the giant monitors? Where our pirate ship sinks the boats of all the other NFL teams to the tune of ride of the Valkyries (no doubt spelled wrong) same music as in the helicopter scene from Apocalypse Now, for the less musically cultured!

It could be the Pirate ship itself?  Letting off cannon rounds every time we get in the red zone? Or, perhaps the scores of help throwing out free beads?

I am sure we must be the only NFL team with palm trees in the stadium and fresh sushi on demand? Have you ever been to a golf club where they offer sushi?

Anyway, they have great food and drink selections, not just hot dogs and Bud. Although, there seems to be no shortage of people willing to pay $8 a draft even for Bud! The employees seem happy to be there and there's a great all round atmosphere that's very festive!

Then, of course, there is the door gift.  Last game a limited edition Mike (The A-Train) Alstott bobble head doll! Others have included visors, golf towels and of course T-shirts, but there's something to take home every game!

Maybe it's all the charity work the Glazier family and the organization do for the community?

The tickets themselves are even fun, a 3-D style that makes the players jump off the page.

Did I mention it's a three and a half hour round trip from my home? No matter, I can't wait for every game and it's something I enjoy doing with my son.

I think we will make the playoffs this year and when we do, economy or not, those last remaining 2% of unsold tickets will all be gone!

How in this economy can this be? Because the NFL and the Bucs, in particular, understand that they are in the ENTERTAINMENT BUSINESS! Which is a fact lost on many golf clubs!

What do you do at each TOUCH POINT to entertain your members and guests? 

• What do you feed them that's memorable?
• What do you give them to take home as a souvenir?
• What, other than your actual course, is TRULLY memorable about their experience at your club? Memorable enough that someone would write a three page letter telling people how GREAT it was!!!!

 

If you had that in place, bad economy or not, you'd be doing just fine! The majority of people use the economy as an excuse to underperform.  Do not allow yourself to be trapped by this type of negative thinking from others! There are 63,000 people who won't be playing golf in Tampa this Sunday because someone made them a better, though FAR MORE COSTLY offer for their entertainment dollars!

By the way, there is less than 6 minutes of physical action in an NFL game. Which at $1000 a game, works out to be…well, it doesn't matter to me and apparently not to 63,000 other people in Tampa every other Sunday because they think it's worth it! 

For more great ideas on how to entertain your players read Cunningly Clever Marketing!

About the Author

Andrew Wood is the world's leading expert on golf related marketing. He is the author of over 20 books including Cunningly Clever Marketing, The Golf Marketing Bible, How to Market Your Club on the Internet and The Membership Sales Success System. Andrew speaks worldwide on sales and marketing topics and is in high demand as a copywriter and marketing consultant. He is also the CEO and Owner of multiple golf marketing companies including Legendary Marketing and Legendary Golf Management.

Mike Alstott Highlights

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