5 Lessons On Ticket Sales From My Chat With Warrington Wolves CEO, Karl Fitzpatrick

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Yesterday, I had a chance to catch up with my buddy, Karl Fitzpatrick, CEO of the Warrington Wolves.

Many of you may not know Karl, but I hope when you listen to our podcast conversation you come away with some new marketing ideas because Karl is a great marketer and understands that if everyone else is doing it, that doesn’t mean it is the best way.

Here are 5 key takeaways:

Being bold in your marketing works: 

Karl related the story of Roger Ailes and the man that falls into the orchestra pit to illustrate the point that you have to make yourself noticed.

Getting people’s attention in a fun way is at the heart of the Wolves’ marketing philosophy.

Just getting attention isn’t enough: 

You have to translate that attention into fans and revenues.

It is great to get attention, but you have to use the attention as a jumping off point to a larger campaign.

That’s the next step for the Wolves, turning attention into revenue.

Your partners may not be as conservative as you think:

We often see the same old/same old activations due to a fear that our partners are going to be conservative, but Karl shows us examples that disprove that point.

In many cases, if you have a good idea your partners will be willing to take the leap with you…within reason.

Lovingly borrow ideas when you can, but put your own spin on them: 

Karl talks about his love of the Braves’ racer, The Freeze.

Karl took that idea and ran with it by turning the Wolves version into The Wire Flyer.

I’m a big advocate of look at what others are doing well across your industry and others and apply that. This is a great example of that.

Don’t run from the key aspects of your product:

Karl talked about being a sports entertainment business, which is key.

He also shared how he is approaching promoting rivalries because they tell a story.

At the end of the podcast, we talk about how the game being brutal teaches us a lot of lessons and can be a key reason to love the sport.

All three examples are good examples of how Karl and the Wolves aren’t running from the core of their brand. In fact, they are going the other direction and embracing it.

Have you listened yet?

Let me know what you thought below!



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