Although it is a common and accepted practice to gather information at the time of purchase or registration, people often miss numerous opportunities to add to the database. For example, professional sport franchises that qualify for postseason play often returned unfilled ticket applications containing the name and addresses of potential ticket purchasers who should be added to the database . At golf events, it is common for major corporate sponsors to offer prize drawings as an incentive to capture the name of potential consumers Although the sponsor capitalizes on this opportunity, in many cases event managers fail to secure the information from the sponsors to use in their own marketing efforts for the following year. Retail establishments that ask for the zip code of consumer s making purchases should also ce capturing their contact information, including names, addresses, and e-mail