Sales Enablement

Lightning Strikes on the Social Business Journey

On the first episode you’ll meet James Royer, Director of Digital and Social Media at the Tampa Bay Lightning. Learn how the Lightning converts fans into brand advocates and drives loyalty, ticket sales and merchandise sales.

Converting Fans Into Brand Advocates

When the NHL’s Tampa Bay Lightning was acquired by new owner Jeff Vinik about four years ago, the brand was in trouble. Attendance was down. Fan loyalty was poor. Under Jeff Vinik, a new management team got to work to give the team a new brand.

The brand makeover spanned all elements including a new logo and expensive upgrades to the team’s venue to make the facilities more fan friendly. Other programs were implemented including a generous $50,000 donation to a local charity given away at each home game, funded personally by Jeff Vinik.

As if these changes weren’t impressive enough, the team embarked on a new digital strategy. With support from the top, the team’s digital strategy, under the leadership of James Royer, got more social. A new Social Media Wall was installed that displayed fan’s pictures during each game. Fans who used one of several hashtags promoted by the Lightning’s digital team, saw their pic flashed on the wall, and sometimes the oversize jumbo tron above the ice.

The team also experimented with a Social Captain program. At each home game, a local fan was selected to be the Social Captain. This person is someone who is active in social media and will gladly create and curate content with Lightning hashtags before, during and after the game.

The Social Captain program is a brilliant way to create fan advocacy that also creates buzz and loyalty for the brand.

Tune in for my interview with James Royer to learn more about this incredible brand turn around.

This episode is sponsored by Crimson Hexagon. Download their white paper on how social intelligence is The New IQ.

By Mario Martinez Jr.

Mario is the CEO and Founder of Vengreso. He spent 85 consecutive quarters in B2B Sales and Leadership. He is one of 20 sales influencers invited to appear in the documentary film “The Story of Sales” launched in 2018.  He was also named 2019’s Top 10 Sales Influencers by The Modern Sales Magazine, 2018’s Top 25 Most Influential Inside Sales Professional and Selling Power Magazine’s 2018 Top Sales Training and Coaching Consultant.  Mario is the host of the popular The Modern Selling Podcast.