NFL Sunday Ticket provides up to 40 out-of-market NFL games live each Sunday of the regular season in HD. It includes features like the RedZone channel and fantasy tracker. The presentation discusses how businesses can use Sunday Ticket to drive more customers and profits on Sundays by catering to football fans. Consultative selling techniques are recommended to analyze a business, identify growth opportunities, and position Sunday Ticket as an investment with strong ROI through increased food and drink sales on game days.

1. Growing Profits With
NFL Sunday Ticket
NFL Based Solution Sales with Financial
Analysis & Customer Specific ROI
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By: Alexander Pietryga & Allen Haley

2. Agenda
NFL Sunday Ticket Basics
Introduction
Components of NFL Sunday Ticket
Commercial iPad App
Benefits for Business Owners
NFL Sunday Ticket Offers & Promotions
Consultative Selling Techniques
NFL Sunday Ticket Profit Calculator
Market / Business Analysis
Creating a Compelling Proposal
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3. Section One:
“If you can believe it, the mind can achieve it.” – Ronnie Lott
NFL Sunday Ticket: Basics
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4. NFL Sunday Ticket: Basics
A Little History…
First launched in 1994, same year DIRECTV went live
Originally available on C-Band and Ku-Band Satellites
Games only in standard definition
Today
Every game broadcast in crystal clear high definition
Additional features and services added every year
Available exclusively to DIRECTV subscribers
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5. NFL Sunday Ticket – What is it?
Up to 40 out of market games every Sunday. All in HD
Nearly 200 games during the regular season. That’s 17 weeks of action.
Follow every team. Every week.
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6. NFL Sunday Ticket – What is it?
NFL Game Mix Channel
Up to 8 live games on a single channel
Score and game clock displayed for each feed
Change audio by highlighting a specific game
Easily tune to game by selecting while highlighted
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7. NFL Sunday Ticket – What is it?
RedZone Channel
Never miss a play inside the 20.
Get all the final stats from around the league. All in HD!
Hosted by DIRECTV exclusive commentator Andrew Siciliano
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8. NFL Sunday Ticket – What is it?
Player Fantasy Tracker
Track up to 18 players with live stat monitoring
Instant notifications on screen for big plays
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9. NFL Sunday Ticket – What is it?
Enrollment in DIRECTV MVP Marketing Program
Listing in DIRECTV Sports Bar Finder app
On site MVP Marketing Kit included FREE
Additional marketing materials available for order
Access to exclusive MVP Marketing Website
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10. MVP Marketing Kit – Included Free
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Coaster
front and back
TV Strip Pad
LetterWindow Cling – front and back
Poster
Coaster Caddy

11. MVP Marketing Kit – Available for Order
Large Hanging Schedule
Pad
Flip Calendar
Sidewalk Talker
5 x 3 Banner
Table tent front and back
Aluminum Bucket
Pocket schedule and holder
Pennants
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12. Commercial iPad App
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Control up to 35 receivers from a single location
Pull up programming guide and browse sports games
Tunes in on selected receiver without guide appearing on TV
“My Teams” allows businesses to edit and track teams for quick tuning
Download DIRECTV app off iPad App Store
Requires installation of SWiM equipment, CCK, and internet connection

13. Section Two:
“I know I’m capable of greatness. And I’m expecting to reach that level.” – Aaron Rodgers
Benefits for Business Owners
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14. NFL Statistics
Highest Revenue Sport in United States
Nearly $10 billion in league revenue in 2012
Over 200 million unique television viewers in 2011
2011 season averaged 27.9 million viewers on Sundays
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15. Content to Grow Customers
What Does That Mean for a Business?
Ensure a fraction of those 200 million viewers come to your
business on Sundays
Subscription to NFL Sunday Ticket allows business to cater to
fans of any team across the country
Become a destination choice during the football season
Customers watching a game will stay longer and spend more
More customers Longer Stays
Increased
Food & Drink
Sales
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16. We Call it “Beer Math”
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17. Marketing to Grow Customers
Advertise to New and Existing Customers
Advertisements inside & outside bar attract new business
Listing in Sports Bar Finder App increases visibility
Widely recognized DIRECTV brand seen as an amenity
MVP Website for Improving Marketing Strategy
Tips on improving your online & social marketing presence
Weekly sports schedules help to plan games and specials
How to host a draft night using the Fantasy Football Draft Kit
All Benefits Exclusive to DIRECTV Customers
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18. Marketing – Digging a Little Deeper
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DIRECTV Customer
● ● ● ● ● ● ● ● ●

19. Marketing – Digging a Little Deeper
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20. Marketing – Digging a Little Deeper
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21. Marketing – Digging a Little Deeper
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22. Section Three:
“Winning isn’t everything, it’s the only thing.” – Vince Lombardi
Current Offer & Promotions
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NFL Sunday Ticket – Public Viewing
2013 Season Pricing

24. Promotions & Offers – Public Viewing
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FREE Commercial Xtra Pack for 6 months
$127.99 credit off bill for 6 months
Requires enrollment in auto bill pay at point of sale
Cannot be combined with 3 or 12 month discount offers
Commercial Choice Plus Savings
EVO 101-200 Save $900 ($300 x 3 months)
EVO 201-500 Save $1,200 ($400 x 3 months)
EVO 501+ Save $1,500 ($500 x 3 months)
Customers must purchase NFL Sunday Ticket to receive discounts

25. Integrated Into Sales App (www.dtvdealers-salesapp.com)
Customize variables to improve relevance for business
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NFL Sunday Ticket Profit Calculator

26. Positioning the Offer
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Sunday Ticket is an Investment
Financial benefits outweigh the cost
Use “Beer Math” & Profit Calculator
Break costs down over 17 week season
Use the Discounts as a Closing Tool
“If you enroll in Sunday Ticket today, I can even get your base
programming package free for the first six months.”
With ROI of NFL Sunday Ticket shown, additional discounts
become an enticing bonus.
Our free MVP marketing tools further sweeten the pot.

27. Section Four:
“Today I will do what others won’t, so tomorrow I can accomplish what others can’t.” – Jerry Rice
Consultative Selling Techniques
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28. Know Your Market and Your Prospect
Become a revenue/profit growth consultant
Ask relevant qualifying questions
Expert on competition, demographics and implementation
Value is the focus, not price
On-going relationship with customer base
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Market and Business Analysis

29. Pequod's overview from initial meeting
Long term neighborhood presence - Pizza & Beer Pub
Established lunch and dinner customer base
Dining and bar area seating 80 with 4 HD flat screens
Fair weekend late evening bar traffic
Goal is to reduce cost based on slowest business days
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Business Analysis – Pequod’s Pizza

30. Current Product
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Comcast
Sports & Entertainment package
150 channels
No market support
Only one regional sports channel
No premium sports packages
No NFL Sunday Ticket
Monthly Cost: $189.95

31. Pequod's Pizza
Chicago north side residential location
Located on high foot traffic main street
Six major universities within 5 miles
Large college educated population within 10 miles
Large displaced employee and student population
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Demographics

32. Affluent area & university residential base
Avid sports market with regional rivalries
Midwest football, baseball, basketball, Big 10 college teams
Huge professional and student resident population
Large base of students and young professionals
Competitive market with multiple sports bars nearby
Pequad's needs DIRECTV to better compete and attract customers
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Leverage the Demographics

33. DIRECTV solution for Pequod's Pizza
Commercial XTRA Pack
Access to over 180 channels including locals
Over 35 specialty and regional sports networks
The most sports in HD
Special mix channels
NFL Sunday Ticket
Every game, live every Sunday
Up to 200 games during the regular season
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The Special Recipe

34. Partnership - DIRECTV
• Qualify business growth needs1
• Market to target audience2
• NFL Sunday Ticket3
• Continued support & partnership4
• Immediate MVP program entry5
• Weekly information and ideas6
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35. Investment
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COMMERCIAL XTRA Pack & NFL Sunday Ticket
XTRA Package $127.99 x 12 = $1536
NFL Sunday Ticket $135.00 x 17 = $2295
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Total $3831

36. Pequad’s Pizza – The ROI
The Call to Action
Marketing to bring in both current and new customers
Target event - average customer stay: 2-4 hours
Total estimated revenue per “NFL Customer” = $28.00
(drinks: $16 (4 x $4.00)+ avg. food: $12.49 ($7.99 + 16.99/2)
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Profit Point
$1,100

37. ROI – Use The Profit Calculator
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38. DIRECTV at Pequod's Pizza
Market to neighborhood
NFL Sunday Ticket banners & coasters
Listing in Sports Bar Finder
Offer specials for NFL kickoff week
Your first weekend
Host a Fantasy Football Draft night
Sponsor a local recreational sports league
Thursday morning 8:00am or 8:30am ?
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New Customers Start This Weekend

39. The sales process in review
Become a revenue/profit growth consultant
Ask relevant qualifying questions
Expert on competition, demographics and implementation
Value is the focus, not price
On-going relationship with customer base
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What Just Happened?

40. Solution Selling and Commercial
This approach applies across all verticals
Commercial customers need a ROI to buy
The more compelling the ROI the easier the close
Market expert and analysis approach
Be a consultant for their business
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Wrap Up

41. Section Five:
“In this world you’re either growing or you’re dying, so get in motion and grow.” – Lou Holtz
Business & Private Viewing
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Business / Private Viewing - Pricing
Draw new business and improve customer loyalty in 2013

43. Business / Private – Promotions & Offers
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FREE NFL Sunday Ticket
Requires selection of Business Choice package
Select in “Closing Offers” tab to ensure discount
Will automatically roll-to-pay for 2014 season

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Who is open on Sundays?
Barbershops/Hair Salons/Nail Salons/Spas
Car Washes
Laundromats
Retail locations
Qualify and Consult
Use the same approach as public viewing
Identify a problem, propose a solution
Reduce loss of business during the NFL season
Close with free NFL Sunday Ticket offer
Finding the Right Customer

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Stay Focused, Not Fatigued