Showing value as well as cost in original proposals will help sponsor sales, as will producing proof of performance booklets for sponsors after a season concludes.

Those are suggestions from discussions on problem solving during the Freitas Seminar at the National Assn. of Professional Baseball Leagues (NAPBL) meeting in Nashville. They have been compiled and distributed by Robert Corniles, president of Game Face Marketing, Tualatin, Oregon.

Among the 12 questions were:

How can you show sponsors value without breaking your bank, or devoting more personnel and resources than you currently have?

Recommended solutions included:

• Get sponsors excited. Review all the benefits to sponsors with staff regularly. Make certain they can recite them from memory.

• Develop a program where account executives communicate more often and more regularly with clients. Build those relationships. Learn what they do with other sponsorships and what they like best.

• Spotlight sponsors in newsletters, scorecards and programs. Include sponsor's logo every place that is appropriate.

• Hold Advertiser Appreciation Nights where sponsors receive complimentary tickets. Specifically, invite sponsors who have never attended a game to make certain they are aware of their multiple exposures. Make certain the decision maker attends.

• Deliver more than promised. Include sponsors in first-pitch ceremonies, bonus public address spots, VIP parties, gifts, pre-game picnics, batting practice, exit handouts, etc. Include a night in a suite in sponsorship packages. Pick them up in a limousine for their night at the ballpark.

• Interview sponsors live on your radio broadcasts, and include sponsors in events with players and coaches, perhaps an off-day lunch.

How do you improve customer service without blowing the budget on game-day employees?

• Evaluate part-time staff just as you do full-time staff.

• Increase incentives and recognition for game-day employees but do not increase wages.

• Use secret shoppers.

• Create a Fan Services Window.

• Look into state-funded youth employment programs.

• Make certain your general manager and other staffers are visible during games to assist in customer service issues, especially at the front gate as people leave.

• Make certain job descriptions for part-time staff include language emphasizing the commitment to customer service.

• Make full use of retirees and interns who are usually more motivated, and teach your staff to say thank you.

You perennially lead your league in attendance but research shows only 50% of season tickets are used. Walk-up customers rebel when told the best seats are not available when the lower level sections are half empty and the media now asks for turnstile attendance. You fear this problem may result in difficulty renewing season tickets. What do you do?

• Hold special raffles for season tickets only.

• Use vouchers or coupon book tickets good for any game for business clients instead of season tickets. Purchasers call before games to reserve a specific seat or take best available upon arrival at the park.

• Try an incentive program for higher attendance rates. Fan Card programs are popular, modeled after frequent flyer programs.

• Encourage renewals by offering price breaks for early responses.

• Give more customer service during season. Make follow-up calls. Give clear advice about distribution of tickets to clients, employees, vendors, etc. Help generate enthusiasm internally with mascot appearances, etc.

• Provide e-mail updates about future events.

• Improve the promotional calendar.

• Create an exchange program for unused season tickets with charities, or other ticket buyers, or re-sell them to walk-up customers.

• Move corporate season tickets to less visible locations.

• Allow unused tickets to be used on specific nights.

• Focus future sales on prospective clients likely to use season tickets and direct corporate buyers into other ticket buys with use ratio higher than season ticket.

• Implement an effective tracking system. Learn which clients are, and are not using tickets effectively.

• If the media gets too focused on turnstile counts, remove the turnstiles.