April 16, 2003
Volume 2, Issue 6

Daytona Cubs Guarantee their Season

Daytona Cubs use
risk-reversal to help drive fans to the ballpark

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Contact: Buck Rogers, General Manager, 386.257.3172, [email protected]

Organization: Daytona Cubs

Program Title: "Win Insurance" & "Guaranteed Fun" promotions

Objective: To help draw more fans to the ballpark by using risk-reversal as well as creating new sponsorship inventory.

Program Description: Fans of the Single-A Daytona Cubs have nothing to lose when they attend home games this season! The Cubs have created a pair of great risk-reversal promotions called "Win Insurance" & "Guaranteed Fun" which have formed a "win-win" scenario for both the fan and the team. Each program works like this:

Win Insurance - For $3 at any home game, Daytona Cubs fans can purchase a "Win Insurance Certificate". If the Cubs lose the game, the policyholder can redeem the certificate for a $5 General Admission ticket to any 2003 game. And if the Cubs win, the fan can redeem their certificate for $3 off a $20 or more purchase at the souvenir stand. So far this season "Win Insurance" purchases have been slow, but if the team hits the skids they're expecting a surge in policy sales!

Guaranteed Fun - For any fan who is not having fun by the middle of the second inning, the Cubs will buy their ticket back at full face value - even if the fan purchased it at a discounted price! Even though the Cubs have widely advertised the guarantee, no one has taken them up on the program this season.

Results: Clearly these programs achieve their objective of giving fans a sense of risk-reversal as well as adding another value-added incentive for attending a Daytona Cubs game.

The Cubs have yet to sell a sponsorship for either program, but are engaged in serious talks with a major insurance company for sponsorship of the "Win Insurance" promotion.

Looking Ahead: The Daytona Cubs will continue to keep the one-two punch of the "Win Insurance" & "Guaranteed Fun" programs throughout the 2003 season. They're also going to do some spin-offs to the "Win Insurance" program - if the Cubs lose 5 games in a row they'll have free General Admission until they win! On the flip side of that, if they win five in a row, they'll have free popcorn!