After 30 years in sales, selling everything from Hand Knitting yarns, Baseball gloves, Branded clothing, promotional products and awards and finally working in the Daily Deal industry, I now find myself selling a product that I wish I’d been selling all along.
And I want to thank the Seattle Thunderbirds Hockey Club for taking a chance on an old vet like me and letting me be a part of a very exciting and entertaining industry. It just feels right and natural for me to be here and I’m grateful for the experience.
I’ve been a sports fan my entire life, mostly baseball. As a kid my dad brought me to see the Oakland Seals way back in 1969. I’d never been to a Hockey game before, and after the 3rd period when everyone was getting up to leave, I asked my dad what they were doing, wasn’t there another period to go? He smiled and explained to me it wasn’t quarters.. it was periods and there were only 3. It was the beginning of a new sports experience for Tim Shaw, then 13 years old. I prodded and begged, and I think we went to about 3 more games that season. I quickly became a huge fan of not only the game, but of the team. I started following them on the road, watching the box scores and as the team struggled and eventually were sold and moved to Cleveland, I struggled with them and mourned when they left. However the game had a grip on me. After the team moved, I did not attend another Hockey game of any kind until last year.
I was working @ Living Social, and my job at the time was to launch the new Snohomish County territory for them. My first order of business was to find the best entertainment, places to go, things to see, eat, see or hear in that area. And my old Hockey roots came back and I set my sights on the Everett Silvertips of the Western Hockey League.
I was a bulldog with them, I called at least ten times and finally, I’m sure the business manager was sick and tired of listening to my voice mails and called me back for a meeting. To make a long story short, I signed them up with Living Social, attended about 4 games that season and my love for the sport was back. It was very exciting how the small town of Everett had bonded with their team, and how they branded their team within the community and how that community embraced them. When my contract ended and the territory was launched, I found my attention kept creeping towards the WHL and their marketing, attendance figures, transactions, etc. I was a huge fan again. But I was also a veteran Sales and Marketing professional who at this stage in his career, was going to keep working but wanted to something he’s always wanted to do. I live about 40 miles from Everett, so I called the Seattle Thunderbirds, who reside in Kent, WA and play at the brand new ShoWare Center. And I offered my services to them and after a few meetings.. here I am. Trying to spread the word about this very affordable, quick and exciting entertainment venue, that many in my home town of Bellevue, WA don’t know about.
I have no rose-colored glasses on the task at hand. This team has a great staff, sales force, PR and Marketing dept. But selling Major Junior hockey in this town, or any town takes patience, consistency and care.
Most of my early calls were to contacts I’ve made through out my career, and ask each time when the last time ( if ever ) they’ve been out to see our team. Some have, once or twice, but most have not. So my first job is getting them out here for the first time to witness for themselves what goes on. I have so much to learn here about the psychology of selling this experience. A casual observer will tell you it’s all about the W’s and L’s. However I am NOT selling Wins and Losses. I am a Hockey Entertainment Consultant, and I work in the Fan relationship management center. Specifically my job is to call on Corporations, clubs, schools, etc and be a pied piper of our brand. Suite sales, group ticket offers, etc.
let me ask this:
In today’s economy, is it more important or less important to spend quality time with your best clients and prospects?
Is it more important, or less important today to really recognize your top employees.
How valuable is it to your business to get your top clients and prospects into a neutral environment in a relaxed atmosphere where you can spend quality time with them outside of their offices?
This type of entertainment is a 3 hour window where your competitors are NOT there, and their spam filters are really down. The excitement of the crowd, the energy in the building, sharing and bonding with them, a moment in time where you both can remember the experience later. Hmm….. good stuff.
Plus one of the major things I like about this challenge is that I’m not asking my clients and friends to go spend $200.00 a person to attend a sporting event. You can rent a 12 person suite from me on a Tuesday night watching world class Hockey for as little as $ 360.00. And let me say that in sales and life, success is based on perception. perceived value of a corporate suite at one of the arena’s or stadiums in this town is worth two to four times that amount. My point is, you don’t have to have the big bucks to look like you have the big bucks and KNOW how to get the job done.
So my first month on the job, is like the first month in any job. learning, listening, asking questions. Seeing what works, what doesn’t and why.
When the horn sounds, and the lights are turned way down…. and when the announcer says ” GET READY FOR SOME HOCKEY!!!” And these young men take the ice to the sounds of 5,000 people cheering for them, it STILL gives me a chill down my spine. And if gives me a chill down my spine, imagine what it must do for them down on the ice.
This is a worthwhile cause worthy of my 110% each and every day. I want to make a difference here, and help put more fannies in these seats.
If you live in the Seattle area, and have NOT attended a game, you owe it to yourself to do so. There is no better sporting venue in town that gives you what we can give you.
email me for information on how we can make your next corporate event of group outing one to remember with the Seattle Thunderbirds.
timshaw@seattlethunderbirds.com
next post will have our team hit the half way mark of the season, we’ll discuss the team, league and team attendance, and I’ll get deeper into my observations of my new challenge
The following video is showing our yearly teddy bear toss for charity, once a season, after the T-Birds score their first goal of the game, fans have brought teddy bears to toss on the ice to be given to local charities. It’s a great fun, feel good evening and a great experience. This year’s sponsor is Fred Meyer, and this season’s Teddy Bear toss is scheduled for Jan 28, 2012 vs the Portland Winterhawks.
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