Nfl based solution sales with financial analysis & customer specific roi

Growing Profits With NFL Sunday Ticket

NFL Based Solution Sales with Financial Analysis & Customer Specific ROI

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By: Alexander Pietryga & Allen Haley

Agenda

NFL Sunday Ticket BasicsIntroductionComponents of NFL Sunday TicketCommercial iPad App

Benefits for Business OwnersNFL Sunday Ticket Offers & PromotionsConsultative Selling Techniques

NFL Sunday Ticket Profit CalculatorMarket / Business AnalysisCreating a Compelling Proposal

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Section One:

“If you can believe it, the mind can achieve it.” – Ronnie Lott

NFL Sunday Ticket: Basics

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NFL Sunday Ticket: Basics

A Little History…

First launched in 1994, same year DIRECTV went live

Originally available on C-Band and Ku-Band Satellites

Games only in standard definition

Today

Every game broadcast in crystal clear high definition

Additional features and services added every year

Available exclusively to DIRECTV subscribers

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NFL Sunday Ticket – What is it?

Up to 40 out of market games every Sunday. All in HD

Nearly 200 games during the regular season. That’s 17 weeks of action.

Follow every team. Every week.

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NFL Game Mix Channel

Up to 8 live games on a single channel

Score and game clock displayed for each feed

Change audio by highlighting a specific game

Easily tune to game by selecting while highlighted

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RedZone Channel

Never miss a play inside the 20.

Get all the final stats from around the league. All in HD!

Hosted by DIRECTV exclusive commentator Andrew Siciliano

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Player Fantasy Tracker

Track up to 18 players with live stat monitoring

Instant notifications on screen for big plays

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Enrollment in DIRECTV MVP Marketing Program

Listing in DIRECTV Sports Bar Finder app

On site MVP Marketing Kit included FREE

Additional marketing materials available for order

Access to exclusive MVP Marketing Website

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MVP Marketing Kit – Included Free

10Coaster front and back

TV Strip Pad

LetterWindow Cling – front and back

PosterCoaster Caddy

MVP Marketing Kit – Available for Order

Large Hanging Schedule Pad

Flip Calendar

Sidewalk Talker5 x 3 Banner

Table tent front and back

Aluminum Bucket

Pocket schedule and holder

Pennants

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Commercial iPad App

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Control up to 35 receivers from a single locationPull up programming guide and browse sports games

Tunes in on selected receiver without guide appearing on TV“My Teams” allows businesses to edit and track teams for quick tuning

Download DIRECTV app off iPad App StoreRequires installation of SWiM equipment, CCK, and internet connection

Section Two:

“I know I’m capable of greatness. And I’m expecting to reach that level.” – Aaron Rodgers

Benefits for Business Owners

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NFL Statistics

Highest Revenue Sport in United StatesNearly $10 billion in league revenue in 2012Over 200 million unique television viewers in 20112011 season averaged 27.9 million viewers on Sundays

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Content to Grow Customers

What Does That Mean for a Business?Ensure a fraction of those 200 million viewers come to your business on SundaysSubscription to NFL Sunday Ticket allows business to cater to fans of any team across the countryBecome a destination choice during the football seasonCustomers watching a game will stay longer and spend more

More customers Longer StaysIncreased

Food & Drink Sales

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We Call it “Beer Math”

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Marketing to Grow Customers

Advertise to New and Existing CustomersAdvertisements inside & outside bar attract new businessListing in Sports Bar Finder App increases visibilityWidely recognized DIRECTV brand seen as an amenity

MVP Website for Improving Marketing StrategyTips on improving your online & social marketing presenceWeekly sports schedules help to plan games and specialsHow to host a draft night using the Fantasy Football Draft Kit

All Benefits Exclusive to DIRECTV Customers

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Marketing – Digging a Little Deeper

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DIRECTV Customer● ● ● ● ● ● ● ● ●


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Section Three:

“Winning isn’t everything, it’s the only thing.” – Vince Lombardi

Current Offer & Promotions

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NFL Sunday Ticket – Public Viewing

2013 Season Pricing

Promotions & Offers – Public Viewing

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FREE Commercial Xtra Pack for 6 months$127.99 credit off bill for 6 monthsRequires enrollment in auto bill pay at point of saleCannot be combined with 3 or 12 month discount offers

Commercial Choice Plus SavingsEVO 101-200 Save $900 ($300 x 3 months)EVO 201-500 Save $1,200 ($400 x 3 months)EVO 501+ Save $1,500 ($500 x 3 months)

Customers must purchase NFL Sunday Ticket to receive discounts

Integrated Into Sales App (www.dtvdealers-salesapp.com)Customize variables to improve relevance for business

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NFL Sunday Ticket Profit Calculator

http://www.dtvdealers-salesapp.com/

Positioning the Offer

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Sunday Ticket is an InvestmentFinancial benefits outweigh the costUse “Beer Math” & Profit CalculatorBreak costs down over 17 week season

Use the Discounts as a Closing Tool“If you enroll in Sunday Ticket today, I can even get your base programming package free for the first six months.”With ROI of NFL Sunday Ticket shown, additional discounts become an enticing bonus. Our free MVP marketing tools further sweeten the pot.

Section Four:

“Today I will do what others won’t, so tomorrow I can accomplish what others can’t.” – Jerry Rice

Consultative Selling Techniques

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Know Your Market and Your ProspectBecome a revenue/profit growth consultantAsk relevant qualifying questionsExpert on competition, demographics and implementationValue is the focus, not priceOn-going relationship with customer base

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Market and Business Analysis

Pequod's overview from initial meetingLong term neighborhood presence - Pizza & Beer PubEstablished lunch and dinner customer baseDining and bar area seating 80 with 4 HD flat screensFair weekend late evening bar trafficGoal is to reduce cost based on slowest business days

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Business Analysis – Pequod’s Pizza

Current Product

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Comcast Sports & Entertainment package150 channelsNo market supportOnly one regional sports channelNo premium sports packagesNo NFL Sunday TicketMonthly Cost: $189.95

Pequod's PizzaChicago north side residential locationLocated on high foot traffic main streetSix major universities within 5 milesLarge college educated population within 10 milesLarge displaced employee and student population

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Demographics

Affluent area & university residential baseAvid sports market with regional rivalries

Midwest football, baseball, basketball, Big 10 college teams

Huge professional and student resident population Large base of students and young professionals

Competitive market with multiple sports bars nearbyPequad's needs DIRECTV to better compete and attract customers

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Leverage the Demographics

DIRECTV solution for Pequod's PizzaCommercial XTRA Pack

Access to over 180 channels including localsOver 35 specialty and regional sports networksThe most sports in HDSpecial mix channels

NFL Sunday TicketEvery game, live every SundayUp to 200 games during the regular season

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The Special Recipe

Partnership - DIRECTV

• Qualify business growth needs1• Market to target audience2

• NFL Sunday Ticket 3

• Continued support & partnership4

• Immediate MVP program entry5

• Weekly information and ideas6

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Investment

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COMMERCIAL XTRA Pack & NFL Sunday TicketXTRA Package $127.99 x 12 = $1536NFL Sunday Tick et $135.00 x 17 = $2295

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Total $3831

Pequad’s Pizza – The ROI

The Call to ActionMarketing to bring in both current and new customersTarget event - average customer stay: 2-4 hours Total estimated revenue per “NFL Customer” = $28.00

(drinks: $16 (4 x $4.00)+ avg. food: $12.49 ($7.99 + 16.99/2)

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Profit Point

$1,100

ROI – Use The Profit Calculator

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DIRECTV at Pequod's PizzaMarket to neighborhood

NFL Sunday Ticket banners & coastersListing in Sports Bar Finder Offer specials for NFL kickoff week

Your first weekendHost a Fantasy Football Draft nightSponsor a local recreational sports league

Thursday morning 8:00am or 8:30am ?

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New Customers Start This Weekend

The sales process in reviewBecome a revenue/profit growth consultantAsk relevant qualifying questionsExpert on competition, demographics and implementationValue is the focus, not priceOn-going relationship with customer base

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What Just Happened?

Solution Selling and CommercialThis approach applies across all verticalsCommercial customers need a ROI to buyThe more compelling the ROI the easier the closeMarket expert and analysis approachBe a consultant for their business

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Wrap Up

Section Five:

“In this world you’re either growing or you’re dying, so get in motion and grow.” – Lou Holtz

Business & Private Viewing

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Business / Private Viewing - Pricing

Draw new business and improve customer loyalty in 2013

Business / Private – Promotions & Offers

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FREE NFL Sunday Ticket Requires selection of Business Choice packageSelect in “Closing Offers” tab to ensure discountWill automatically roll-to-pay for 2014 season

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Who is open on Sundays?Barbershops/Hair Salons/Nail Salons/SpasCar WashesLaundromatsRetail locations

Qualify and ConsultUse the same approach as public viewingIdentify a problem, propose a solutionReduce loss of business during the NFL season

Close with free NFL Sunday Ticket offer

Finding the Right Customer

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Stay Focused, Not Fatigued