There’s a concept in the internet marketing world called “Stacking The Cool” that is used to sell more products, whatever those products happen to be. If applied creatively, I think the concept of stacking the cool can be used by college athletic ticket offices to sell more tickets.

Stacking the cool is best described as offering so many “extras” in the way of bonuses and extra incentives that the perceived value of those far outweigh the cost of the product you actually sell.

In a recent interview I heard with Tony Robbins, marketer Frank Kern gives an over the top example of his concept of “Stacking the cool” that gets the point across (I’m paraphrasing here):

“You go down to the Honda dealership and for whatever reason you leave without buying, maybe you just weren’t ready, didn’t find what you were looking for…whatever. Next day the car salesman call you and says hey, thanks for coming in yesterday, just wanted to let you know we got a new sales manager and he’s trying to make a great impression his first day on the job so he’s going to give a Porsche 911 Turbo to anyone who comes down here today and buys a Honda. I know its crazy but just thought I’d let you know, if you’re interested come on down if not, no problem I’ll see you later. The next day he’s offering a Gulfstream jet in addition to the Porsche 911, and the next day a mansion in addition to both of those.”

An absurd example, I know, but you probably get the point…the cool has been sufficiently stacked in this case.

So how might a school use this approach to sell more tickets? Maybe its as simple as saying hey, the first 5000 people to renew their season tickets get a free upgraded parking pass, meet and great with the team and a $100 credit toward stadium concessions. Or maybe its a ball signed by the team or the chance to come out to a practice. Whatever it is you choose to do, make sure that the extras you offer are things you know your fans will love and want, even without the tickets.

Some schools are already employing the tactic of stacking the cool in selling tickets. I’d love to hear how you’re doing it at your school. Let me know what’s working for you in the comments.