Bums into seats

Article Abstract:

Calgary Stampeders came up with alternative marketing techniques to increase crowd attendance for the Canadian Football League and revive the former support enjoyed by football in the 1960s and 1970s. Stampeders' vice president for marketing and communications, Ron Rooke, imposed such changes as standardizing season tickets to C$100 from the previous price of between C$275 and $350, depending on the seat location. Stampeders also moved to give back to the community, which in return, provided partnership opportunities to the business. Rooke also made sure that marketing and entertainment continues during the football season to maintain the interest of enthusiasts.

Marketing procedures, Company Planning/Goals, Professional Football, Article, Calgary Stampeders

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A way to score big with the community

Article Abstract:

The Calgary Flames have signed up non-traditional corporate sponsors to counter the loss of its two major sponsors, namely Canadian Airlines International Ltd and DaimlerChrysler AG. In addition to Coca-Cola Bottling Co, the new sponsors are Kenworth, a specialty fund manager for oil and gas investors, and Enmax, sole provider of electricity in Calgary, Canada. Earlier in year 2000, the Flames' owners declared that the club would be sold if season ticket sales for the 2000/2001 season failed to reach 14,000 by Jul 1.

Advertising, Professional Hockey

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Going up against the Co-op

Article Abstract:

Mountain Equipment Co-Op (MEC) is Canada's biggest retailer of outdoor clothing. MEC owes its edge over its rivals because it does not pay any income tax since annual surpluses are diverted back to the company. MEC being a cooperative, sells to members only, who buy through mail-order houses or from stores in Vancouver, Calgary, Edmonton, Toronto and Ottawa. It limits its advertising to two catalogs per year, which are sent to members that have made purchases during the past two years.

Strategy & planning, Other Clothing Stores, Apparel & Accessory Stores NEC, Mountain Equipment Co-Op

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