People that pay big bucks to buy season tickets for football, basketball, etc. are great targets for personalized direct marketing. Just check out this case study touting the success of the Philadelphia 76ers campaign.
Looks like I need to put in a call to Jerry and see if the Cowboys need a little help filling the new stadium in Arlington. We can help him bring those season ticket holders from the old stadium to the new–and maybe help Mr Jones convince these folks to open those wallets a little wider.
Feedback from loyal fans as to which player they like best, the brand of beer in the stadium and interest in special “Members Only” events allows you drill down and adjust your marketing spend. Think about it. You spend more marketing dollars pumping up popular players and selling more beer.
Obviously, this could be used by anyone with a loyal following, bands, brands, products and companies. Drill deep and adjust your spend to up-sell, cross-sell and retain your current fan base (customer base). It’s cheaper than winning new business.
(This is exactly the type of 1:1 campaigns we run for our clients, so we’re biased.)
Kudos to the 76ers. Getting your team to the playoffs, 2-2 going into tonight’s game with Orlando, and eventually winning the series helps sell ticket, too.
*That chant during game 5 of the 1967 NBA playoffs signaled the end of the Celtics reign as NBA champs. The eventual NBA champion 76ers have been called the greatest NBA team of all time.
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