Episode 8 featured Manager of CRM & Technology for Comcast-Spectacor, Chris Kosmala.
Kosmala discussed what a CRM is, how it can be used to benefit sales & service in sports, and more.
Listen to the podcast and get more info and content at DSMSports.net (and subscribe in iTunes).
Chris Kosmala of Comcast-Spectacor on the DSMSports Podcast Recap
1. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
Episode 8 featured Manager of CRM & Technology
for Comcast-Spectacor, Chris Kosmala.
Kosmala discussed what a CRM is, how it can be
used to benefit sales & service in sports, and more.
What follows is a collection of snippets from the podcast. For the full
episode, visit DSMSports.net
@njh287 DSMSports.net
2. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
Chris's career path - UC Irvine undergrad, majored in Psychology [business mgmt
minor] --> Got involved in athletic department at UCI & helped in sports marketing
--> Got recommended to go to grad school at Ohio U to get his MBA and MSA while
also working there; While at OhioU, did an internship at Las Vegas Motor Speedway
--> Went to LSU Sports Properties as an account executive working mostly in
corporate sponsorship and also networked/helped with the New Orleans Saints on
data collection initiatives and season ticket sales
--> Went from LSU/Saints to Comcast-Spectacor working for Comcast-Spectacor and
Fan1 Marketing working on CRM, email marketing, and more
@njh287 DSMSports.net
3. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
"In the last five years, the [CRM/Database Marketing] industry has changed so much,
but in a lot of ways it hasn't...There was a time when teams didn't collect any data...
You can see a broad spectrum where people fall...some organizations do a great job
of database marketing and collecting data points; others aren't [doing anything] and
aren't looking to increase their head count [of season ticket holders, for example]."
@njh287 DSMSports.net
4. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
CRM= customer relationship management
It's basically your database of anyone who is a customer, was a customer, or people
and businesses you hope will become customers. Within that database, you can
organize [all your customer profiles and purchase histories].
@njh287 DSMSports.net
5. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
"20-25 years ago, you were probably lucky if you knew the name of fans that
bought single game tickets two years ago; [people] weren't concerned about nonseason ticket holders.
Recently...now teams are offering [multi-game plans] and the industry has evolved
to gain more traction in CRM and database marketing..."
@njh287 DSMSports.net
6. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
“[You need to be] a truly smart organization and as efficient as you can be...we're
telling [our sales reps] which 60-80 calls today will have the highest conversion
rate."
@njh287 DSMSports.net
7. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
Not everyone who walks in the door can go from single game buyer to multi-game
buyer to full season on the glass row...Not all customers are created equal.
Sales reps must know the more information they put in; the more they know [and
use it] the better it is for [the relationship].
@njh287 DSMSports.net
8. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
"We get 120 data points for every ticket purchaser...We take the five most
important to us and train our sales reps on exactly what they mean."
@njh287 DSMSports.net
9. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
We answer two questions:
Are they interested in [this team's] tickets?
Second, do they have the resources available to purchase these tickets [or ticket
plan]?
Their lead scoring source: Turnkey Sports and Entertainment [can provide data
service, predictive modeling, lead scoring, and more]
@njh287 DSMSports.net
10. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
This episode's Helpful Tool: Tagboard [see tagboard.com]:
Tagboard is a social search and display tool — powered by the hashtag. It curates posts
[that use the selected hash tag] in an organized, user-friendly manner. It takes posts
from Twitter, Instagram, Facebook, Vine, Google Plus, and App.net
It is a freemium tool and, with paid options, offers access to data regarding hash tag
use on the various social platforms.
Great tool to try to monitor a busy hash tag, display fan hash tags anywhere, and use
as an online hub for both live/temporary hash tags and standing brand/team hash tags.
@njh287 DSMSports.net
11. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
We implement CRM in such a way to make sure we're maximizing our sales reps'
efforts...They know each day exactly what calls they need to make [qualified leads,
based on data and activity].
@njh287 DSMSports.net
12. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
The phone is still definitely the way most of the revenue is driven...you need to be
utilizing a lot of different [other] tactics, too, but we find over and over that the
phone is still the primary revenue generator.
[cites example of failures in digital; i.e. profiling not being smart enough to adapt]
@njh287 DSMSports.net
13. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
Data collection efforts expanding with clients into more revenue areas:
personalized concessions offerings, face-to-face meetings on game days with reps,
loyalty programs, season ticket holder cards tracking purchase history across the
board [merchandise, concessions, tickets]
- Try to get as much information and talking points to have relevant conversations
and to help fans
** Cites great example of rep emailing family with gluten-free children about new
gluten free concessions offerings**
@njh287 DSMSports.net
14. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
A lot of people don't understand the value and benefits of CRM usage...we have
examples with clients, with conversion/close rates, facts & figures that show that
when you're smart about what you're offering and selling to the right person, it
works...
Some holdouts [not utilizing database marketing] remain, but they are becoming
fewer. There is the growing knowledge that, if done correctly, it does work.
@njh287 DSMSports.net
15. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
We never promise you'll make 'x' more dollars or sell 'x' more tickets, but, if we give
you a walk-through of what we do, how we help sales reps and managers [operate]
more efficiently [and make more sales]...that is usually where we get buy-in.
We're here to make the sales manager [and staff] more accountable in how they
spend their day.
@njh287 DSMSports.net
16. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
The best sponsorships leverage fan data to enhance the fan experience [on game
days and beyond].
@njh287 DSMSports.net
17. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
This episode's Shareable Stat:
A properly crafted blog/post/story headline can increase traffic up to 500%
@njh287 DSMSports.net
18. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
Future of CRM thoughts from Chris:
A lot of agencies are helping to implement, administer, and consult; some are trying
to take it in-house, but it generally costs less and [there is] more guidance for
organizations to work with a company like Comcast-Spectacor.
@njh287 DSMSports.net
19. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
Best sports biz tip Chris has to share:
The power of networking; volunteer with teams or at events, be active on social
media with other sports biz professionals, you're always building your brand
@njh287 DSMSports.net
20. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
CRM can benefit ALL teams and sports; whether it's a bump over a [sales or
attendance or fan base] plateau or a big increase in ticket sales.
cites NBA as example giving all teams data-based insights to inform best practices
@njh287 DSMSports.net
21. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
Team's most valuable fans and how they are identified through data:
Depends on definition of value - wealthy season ticket holder with glass seats in
year 2 vs. elderly couple with decades-old nosebleed season ticket holders vs.
game-attendee who constantly spreads teams gospel in the community.
It's a tough question if you don't know how to frame it. A lot of teams get caught up
trying to quantify their fans too much."
@njh287 DSMSports.net
22. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
Louisiana BBQ, Philly Cheesesteak, or In-N-Out Burger? All are great, but soft spot for In-N-Out; southern BBQ is a close second
@njh287 DSMSports.net
23. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
Philly team most likely to next win a major pro sports championship [college or
pro]:
Phillies or Flyers
@njh287 DSMSports.net
24. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
Social Media All-Star to Follow:
@TheMigalaReport, http://migalareport.com/
“Dan Migala is one of the most brilliant sports business minds I've ever had the
privilege of meeting."
@njh287 DSMSports.net
25. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
Where to find Chris and Comcast-Spectacor on social media:
@ChrisKosmala on Twitter and Linkedin.com/ChrisKosmala on LinkedIn
Comcast-Spectacor: http://comcast-spectacor.com/
@njh287 DSMSports.net
26. Snippets from Episode 8 of the Digital
and Social Media Sports Podcast
Thanks so much to Chris Kosmala for sharing his time and knowledge on
the Digital and Social Media Sports Podcast!
Listen to the podcast and get more info and content at DSMSports.net
(And subscribe in iTunes). You can also follow me on Twitter @njh287
@njh287 DSMSports.net