SportsTurf provides current, practical and technical content on issues relevant to sports turf managers, including facilities managers. Most readers are athletic field managers from the professional level through parks and recreation, universities.
Issue link: https://read.dmtmag.com/i/147380
Facility&Operations Calculation of Cost Per Thousand Impressions For A Very Small Facility With Limited Use Spectators per varsity game x number of games Spectators per junior varsity game x number of games Spectators per freshman game x number of games Number of athletes x practices and games Number of team officials and support staff x practices, games, and prep Practice spectators and casual stadium users Total impression Cost per thousand for a $500 sign 2,000 x 8 750 x 8 500 x 6 100 x30 50 x 50 16,000 6,000 3,000 3,000 2,500 3,000 33,500 $14.92 Are your games broadcast or rebroadcast on Local Access TV? Will the sign be visible in the background? If so, don't forget to add these numbers. How about the background of newspaper game photos? tention of a single 30-second TV ad versus looking at that well placed sign for the local bakery every time your kid's team gets past midfield. The advertising opportunities at a sports venue are vast. Don't look only at scoreboards and fence lines. Consider the front of the snack bar. While the inside of the fence is great for the spectators, how many people drive by and could see the outside of the fence? Could you place banners on parking lot poles? Don't forget the rise of each step on your bleachers. Have you ever seen a Zamboni at an ice rink without an advertisement on it? How about the roof of your service vehicles? You've seen them in restaurants so why 14 SportsTurf | August 2013 not have ads on the wall in front of your urinals? Is there a track surrounding your field? Tracks are easy to paint (but not easy to erase). Don't forget the Public Address announcer. If Joe the Plumber has an ad on the fence and is then mentioned during a game, all his buddies will be sure to make a comment to him and he'll feel better about his investment. [It would be a good idea to check local ordinances to be sure there are no restriction regards signs that might apply.] Developing a sale presentation to offer and solicit advertisers does not have to be difficult. Is this the job of the turf manager? Of course not! In smaller venues, however, it might be the turf manager or nobody. The better scenario is for the turf manager to lead the effort to have advertising allowed then work to convince general management how easy it can be for them to sell it. A good start may be to give this article to your facility manager. Every sales presentation, whether it's selling an ad or convincing someone should go on a date with you, has four elements: Attention. First, determine who makes the buying decisions and then consider how to best get his or her attention. It might be something as simple as a printed piece that says "REACH MORE CUSTOMERS". Or, it could be a personal visit that leads off with: "I'd like to speak to you about a new way to successfully reach new potential customers at the lowest possible cost while helping your community." Interest. You must interest them and keep them interested through the sales presentation. This is best done by doing prior research to understand the business's target audience, the buyer's motivation, and what they are currently doing for advertising. You will keep the customer engaged by asking leading questions that will later become sales points. The answer to the question: "Are more of your customers high, middle, or low income", will come back when you tell the customer how your ad will reach people in that income group. Description. Your written piece or oral presentation will briefly describe a number of advertising options. As they are presented you'll ask leading questions such as: "If you were going to place an ad at our stadium would you be more interested in placement that is seen mostly by the local fans, the visiting fans, or both?" Action. Close the sale. Remember the question about who the business would most like to reach? Now you'll say, "You told me www.sportsturfonline.com