Reflecting on Super Marketing Hero: B. Thomas Golisano

Today, we had the pleasure of hosting B. Thomas Golisano, owner of the Sabres and founder of Paychex, Inc., as a Super Marketing Hero. The topic was "Reinvigorating the Sabres Brand." His presentation was outstanding (for both the marketers and all of the hockey fans in the audience)!

The focus of the presentation was on the Sabres' success story. Back in 2003 when Golisano purchased the Sabres, the team was bankrupt.

Golisano shared with us the strategies and tactics he used to turnaround his NHL team and create a profitable business. He claimed that these strategies are no secret and are applied to his billion-dollar payroll processing business, Paychex, Inc.

• You must have a quality product and offer it at a quality (fair) price.
• The team (or business) cannot lose money. Many other NHL owners are willing to take any measure that would ensure a winning season, even if it includes losing money.
• Golisano said that his management watches the expenses very closely. If cutting payroll and losing key players prevents the Sabres from losing money, than that is what he will do.

In addition to taking a closer look at improving parking, traffic flow, food services, and game presentation, Golisano talked to us about the ticket pricing strategy that he implemented. It was the first time in NHL history that a team adopted a variable pricing strategy based on ticket demand. Tickets are priced higher for the more popular games, and priced lower for the ones that do not fill the arena.

The Sabres fans in the audience were thrilled to find hockey pucks at their table that Golisano later autographed. 

Comments

[Yvonne DiVita]

While I was unable to make this event, and I'm not a hockey fan, I can see from D-D's post (and comments from other board members) that I missed a truly outstanding event. The TV videos also showed me I made a mistake by not being there. Thank you, Tom, for sharing this success story with all of Rochester...and the world.

[Denis]

D-D, great summary of the event! Everyone at the event could take away a strategy or tactic that can help them in their own business.