Vikings Interactive Catalog Delivers

The National Sports Forum's SELLING IT...

 January 16, 2008 | Volume 6, Issue 23

 

 

EDITOR'S NOTE: Stay tuned for a special "Forum Wrap-Up" edition of Selling It on Wednesday, February 13th with complete coverage of the 2008 National Sports Forum at The Peabody Hotel in Memphis, TN from January 28-30, 2008.
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Advertisment2008 NSF | JAN 28-30 | MEMPHIS
2008 National Sports Forum | Jan 28-30, 2008 | Memphis, TN

  

Vikings Interactive CD Catalog

 
CONTACT:
Drew Edmonds
Business Development
CataDisc
912 -652-4840
[email protected]
 
ORGANIZATION: Minnesota Vikings / CataDisc
 
PROGRAM TITLE: Minnesota Vikings Interactive CD Catalog
 
OBJECTIVES: The Minnesota Vikings new interactive CD catalog, powered by CataDisc, proved to be a good match between two organizations’ goals. As with most progressive sports organizations, the Minnesota Vikings were looking for innovative ways to connect with their Season Ticket Owners, and add value to their seats.  When the opportunity to work with CataDisc presented itself, the Vikings knew that it would be well worth the investment.  CataDisc was pleased to assist the Vikings in their marketing and sales efforts and their technology has proved to truly enhance the fan experience.
 
PROGRAM DESCRIPTION: The Minnesota Vikings continually seek out innovative ways to provide their fans with additional value and entertainment.  In an attempt to increase fan appreciation and fan interaction, the Vikings formed an industry-first partnership with CataDisc, a provider of interactive, multimedia catalogs on digital media (CDs/Flash drives).
 


Vikings Interactive CD Catalog
Their new partnership created the Minnesota Vikings Holiday Catalog CD, which was presented to 13,000 Vikings Season Ticket Owners as a tribute to their support and dedication to Minnesota Vikings football.  “CataDisc gives us the opportunity to provide our Season Ticket Owners with a great gift, while at the same time giving them access to purchase the merchandise they desire in an easy and convenient way” says Steve LaCroix, Vikings VP of Sales & Marketing.
 
Browsing and selecting from the catalog requires no Internet access.  When the customer is ready to purchase any merchandise from their shopping cart, they can “one-click connect” to the Internet and send their order through an encrypted e-mail, thus providing a 100% security feature for the buyer.
 
In addition to selling merchandise, the CD provides an unmatched interactive fan experience.  The CD includes a franchise highlight video, as well as video Highlights from the Vikings Cheerleaders and fans.  Along with the videos, the CDs feature information regarding ticket sales, links to order a Vikings Cheerleader Calendar and a link to the Vikings social networking website, wearevikingsfans.com.
 
CataDisc utilized existing team design elements from the Vikings website, thus leveraging monies already spent and maintaining brand continuity.  This enabled CataDisc to handle the development and production of the catalog, something which is unmatched in the industry.  

 
 
PARTNER: CataDisc and the Minnesota Vikings formed a partnership through this program.  CataDisc’s Business Developer, Drew Edmonds saw the perfect relationship with the Vikings as he believes, “Sports teams and sponsors are always looking for innovative & cost-effective ways to increase merchandise and ticket sales.”  As a turnkey solution to your multi-channel marketing efforts, CataDisc creates an impressive branding experience through a unique use of interactive features and multimedia platforms, with the assurance of complete shopping security.
 
RESULTS: To assist in measuring the ROI, the Vikings discs included an exclusive fan appreciation contest link that encouraged disc usage and rewarded fans for doing so. At roughly half the cost, the Vikings CD Catalog received more than triple the response rate compared to traditional print catalogs. This Holiday Catalog CD received a usage rate of over 650 people or 5% in just the first week of people receiving the discs.  The typical direct mail piece has a response rate of just 1%. 
 
LOOKING AHEAD: With the Vikings taking the lead as the industry’s early adopter, and with outstanding response rates, CataDisc hopes to continue its work with other innovative organizations in the sports industry.  CataDisc is now speaking with several progressive sports properties and sponsors in the NBA, NFL, MLB, and NASCAR and will be showcasing the Vikings project at the National Sports Forum in Memphis, January 28-30.
 

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