Atlanta Spirit Discover "Suite" Success

Selling It

December 5, 2007
Volume 6, Issue 20

Selling It is a bi-weekly e-newsletter dedicated to showcasing the best sports marketing and promotions. Every other week Selling It focuses on an outstanding program/initiative that a sports organization has implemented, which has either increased ticket sales or generated incremental sponsorship or non-traditional revenue. Would you like to join over 1600 sports executives and have the latest edition of Selling It delivered to your inbox for FREE every other week? Click here to subscribe

 
  
 

 The NSF SAMMY Award
 

 

Philips Digital Photo Frame
Philips Digital Photo Frame

Contact:
Lou DePaoli      
Executive Vice President & Chief Marketing Officer
Phone: (404) 878-3802
E-mail: [email protected]
Website: www.atlantaspirit.com 
  
Organization: Atlanta Spirit, LLC 

 
Program Title: Cracking Corporate Atlanta
 
Objectives: Atlanta Spirit’s goal was to improve their direct mail campaigns by increasing their response rates. The new Philips digital photo frame was just the ticket to get Atlanta Spirit front row seats to the offices of senior level corporate executives in Atlanta.
   
Program Description: After several unsuccessful ideas were being tossed around the “All-Star” Conference room in Philips Arena, Lou DePaoli looked no further then the organization’s main sponsor, Philips. Lou "tossed" his thought to Philips executive, Jon Parker and shortly thereafter an idea was born. They first proceeded by placing sample digital photo frames in front of Atlanta Spirit executives.  Within minutes the organization knew they were onto something and they immediately ordered 300 digital photo frames through Jon Parker. Once the frames arrived they were pre-loaded with a slideshow of 24 high quality digital photos of the Atlanta Hawks, Atlanta Thrashers and Philips Arena. The eye-catching photos were carefully chosen so that top level executives would be able to see the quality and excitement of the entertainment that Atlanta Spirit had to offer. After the frames were loaded they were packaged in thick, silver, gift wrapping paper and tied with a white bow sealed and delivered with a personalized letter from Atlanta Spirit’s President and CEO,
Dr. Bernie Mullin. The letter simply informed executives that one of Atlanta Spirit's sales representatives would be calling them shortly to review their premium seating offerings and benefits. Each package was assigned to an Atlanta Spirit sales representative who then followed the UPS Tracking Code.  By doing so, they determined precisely when the package was received and shortly after, the sales representative called the executive, discussed the frame, and set an appointment to discuss premium seating options.
 
Media:Philips digital photo frame was designed and delivered as a direct mail program sent directly to top businesses in the Atlanta market that were not currently doing business with the organization.
 
Partners: “Philips is an outstanding partner that jumped at the opportunity to be a part of this program.  They offered their high quality digital photo frames to us at a great price, given our relationship, and were more than happy to have their product in the hands of the top business people in Atlanta,” said Lou DePaoli, Executive Vice President & Chief Marketing Officer of the Atlanta Spirit.
 
Results: The Atlanta Spirit, LLC generated just over $300K in first year suite and club seat sales from this initiative alone. Suites across both Atlanta Spirit teams, the Hawks and Thrashers were rolled into the same package, so neither the Hawks or the Thrashers proved to be more popular. “This was a collaborative effort from within our organization and with our partners (Philips and UPS) to help drive incremental revenue that provided an ROI of 10:1.  This was also a unique way to get our brands in front of decision makers in our corporate community that wasn't a jersey, puck, basketball, etc.  These photo frames can now be used to store pictures of their families, friends, etc, but most of them have left the photos we sent them on their frames.  Thus, in the next few weeks we will be providing them updated photos to load into their frames with easy instructions on how to do so,” said Lou DePaoli, Executive Vice President & Chief Marketing Officer of the Atlanta Spirit.
 
Looking Ahead: The Atlanta Spirit, LLC used the Philips digital photo frames a little differently this year.  They used them as a way to help close sales that needed a little “extra push” to put them over the top. This program was just recently implemented so results are still undetermined.

Philips Arena
Philips Arena

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