This post will not make the many Spartan fans who work for Jacobs Media and jacAPPS too happy. But too bad, because those rocket scientists at the University of Michigan have done it again.
When you figure that Michigan Stadium a.k.a. “The Big House” probably sits empty for more than 100 days a year, how do you “repurpose” it to generate additional revenue and continue to build the storied “Go Blue” brand?
Simple – you provide the ultimate fan experience: the chance to get married right on the block M on the 50-yard line.
U-of-M (as it’s known in these parts) has set up the following rate card:
- A one-hour on-field ceremony $6,000
- The stadium press box $4,000
- An individual suite $2,000
- The Jack Roth Stadium Club $9,000
- The fan experience Priceless
Yes, this is great NTR – a chance to utilize facilities that otherwise go unused – but it is also a novel way to create the ultimate fan event. As Katy Hepner, special events coordinator for Michigan’s Athletic Department, notes, “We know that we have passionate fans who, it would be their dream to have their wedding on the 50. So we said, ‘Why not use the space some more and at the same time, we can kind of help make the dreams of our fans come true?’” (And it’s a lot cheaper than those “destination weddings” in Cozumel.)
So, what does this mean to the well-branded, popular radio station?
Ask yourself this: what facilities, assets, and/or people sit unused that would make for that incredible fan experience?
Which of your personnel could contribute to creating “a moment” for your most passionate fans?
Whether it’s sitting in on a show, partying with the staff at a concert, or even attending a music meeting, most radio stations have the opportunity to generate more revenue – as well as incredible memories for true fans, not to mention the buzz that goes with it.
At our Summer School event at Conclave, KISS market consultant Mike Brandvold reminded us of the creation of the very first VIP Platinum Ticket program, which are now common in the concert industry. They launched this initiative for KISS’ 2003 60-date U.S. tour, and achieved 100% sellout of the $1,000 tickets generating $1.5 million.
Great brands can provide listeners with a backstage, behind-the-velvet ropes experience. Sometimes it’s just a matter of imagining your station through the eyes of your fans.
That’s why they call it CX – the Customer Experience.
Jacobs Media has consistently walked the walk in the digital space, providing insights and guidance through its well-read national Techsurveys.
In 2008, jacapps was launched - a mobile apps company that has designed and built more than 1,300 apps for both the Apple and Android platforms. In 2013, the DASH Conference was created - a mashup of radio and automotive, designed to foster better understanding of the "connected car" and its impact.
Along with providing the creative and intellectual direction for the company, Fred consults many of Jacobs Media's commercial and public radio clients, in addition to media brands looking to thrive in the rapidly changing tech environment.
Fred was inducted into the Radio Hall of Fame in 2018.
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