DAVE KLONKE

Celebrity Sponsorships Have Never Made Sense to Me

What if all this media hysteria surrounding Tiger Woods isn’t necessarily true? What if it was a Buick Enclave that bumped into the tree and fire hydrant? And what if it all happened while…

It seems like everyone loves a new logo

You need not be involved in the marketing business to have heard that AOL is becoming Aol. with a whole new corporate identity and logo and we’re assuming brand strategy.

No, you didn’t…

High cost to produce doesn't validate high price

When we start talking to a client about their service or product one of the first questions we ask is: how do you come up with your price?

It’s a fully loaded and important question….

Stand above your competition; don't kick 'em

It still amazes me that brands continue to take the approach of slamming the competition in order to get their point across. I just don’t get it. It seems like the easy way to make a TV spot or…

Is Disney messing with its story?

It looks like Mickey Mouse is going under the knife for a makeover. Some would argue that changing this icon is the worst thing Disney could possibly do. I don’t think it’s necessarily a…

Easy money

So with the World Series upon us, how long ago was it now that the Tigers lost that play-in game at Minnesota? Nearly a month, right?

What I’m about to outline here might piss you off more than the fact that the Tigers failed miserably down the stretch — especially if you purchased playoff tickets.

The deadline for purchasing tickets was September 12 — more than half a month before the playoffs started. It’s the end of October and that money has yet to have been refunded to ticket holders. Take a single seat ticket package (12 possible games throughout three playoff rounds, plus a play-in game—more on this in a bit) priced at $1,250 (these are cheap, average seats) multiply by 40,000 seats (surely all weren’t sold, but consider the average price used in this math and the fact that lower bowl seats run nearly six times that price, I think it’s fairly safe to use these numbers) and the Tigers are holding on to $50,000,000 for a month a half. Now figure a PRIME rate of 3.25% and you’re looking at $4500 a day they are making on that money — or $135,416 a month.

That’s not bad. Now take that money and use it wisely. Consider the more realistic scenario that that $50MM is being used to pay down a line of credit that’s around 6% or more. The Tigers are now saving nearly $250,000 in interest over that period. You can say with Major League salaries and the boatloads of money these owners have that a quarter of a million dollars is chump change. Well it’s not. Especially when there’s little cost to get it.

Meanwhile ticket holders have already cycled through a credit card statement. They’ve either paid the bill or are now paying interest on that charge. What’s even crazier is that season ticket package holders had to purchase all 12 “possible” games by September 12. I place possible in quotes because there was no way the Tigers were going to have home-field advantage in the ALDS. So, why were fans forced to buy a ticket for a game that would never exist?

Why doesn’t every team sell playoff tickets unless they’re mathematically eliminated in early September? Why would you miss out on a quick quarter of a million bucks?

This whole business of tickets has always mystified me. How can organizations get away with things like this and why can’t the consumer take a ticket they’ve already purchased and sell it at a higher value? Why can’t I buy a World Series ticket for $150 and turn around and sell it for $5000? Another story for another time. And what about Ticketmaster? That’s not a monopoly? The whole thing is very strange, huh?