Like every other Coloradan, I was online since 10 a.m. trying to get tickets to watch the Colorado Rockies play in the World Series. For two hours I tried, always getting a Windows Internet Explorer time out. Or I'd get a message from the ticket agency, Paciolan, saying their servers were busy.
Around noon today, the servers crashed and sales were suspended after selling only a few hundred tickets (over 20,000 tickets are still available). This was after fans were promised that they were ready for the heavy demand.
I guess 8.5 million hits in 90 minutes was not expected? Please! It's a Denver team in a major sporting event. This is even bigger Hannah Montana!
How do I know this since it's not listed on the Rockies website? Because of the local news TV broadcasts (TV - how old fashioned) and the Channel 7 website running this story, Colorado Rockies Fans Overwhelm System, Sales Suspended Rockies Spokesman Booed By Fans Outside Coors Field.
What marketing lessons can we learn from this major snafu by the Colorado Rockies, Major League Baseball and their vendor, Paciolan?
1. Know your audience. Denver fans are sport crazy and this is the first time our baseball team has gone to the World Series. Everyone was going to try to get tickets, especially since they could do it online from the comfort of their office or home.
2. Prepare for the worse. I cannot believe that the ticket agency didn't have the server power to meet demand or take more than a few hundred orders in 90 minutes.
3. Take responsbility. Announce the suspension of sales and keep fans up to date with frequent announcements on the Rockies' website. If not on the front page, at least on the postseason ticket information page. Don't rely on the local news media to get your message out for you.
4. Have a contigency plan. Obviously, there is no backup plan as of yet. Why not? And why were they over confident in their ability to handle so many online requests? Servers always crash.
5. Confirm sales. Per Channel 7, some fans think they placed an order, but were unable to confirm it. Email or call these people as soon as possible to let them know they have tickets (and announce that you will contact them they can expect your call. If they don't get one, they know they don't have tickets).
6. Make it right. Do something nice for ALL Rockies fans, like an special event or giveaway. Local newspapers could print up posters. Other goodies could be given away at local stores. And how about a nice discount to all those folks who eventually get tickets online to thank them for their patience and understanding? I think a 10% discount would be appropriate.
After all, how dare you tarnish a once in a lifetime event in the Mile High City? It's been a long time since John Elway and the Denver Broncos won the Super Bowl...and Denver is HUNGRY for some good sports action.
Any other suggestions? Comment below!
