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Dear Faithful Readers,
“Selling It…” frequently highlights creative programs teams have implemented to build their database through social media fans. While these programs are fantastic examples of how to better understand social media users, we felt it was important to demonstrate how teams are keeping track of these newly acquired leads to see what happens in terms of revenue-generation. Today’s issue is a follow-up on the “Bring A Friend To A Raiders Game” contest that we featured in the December 28th issue of “Selling It…”. Read on to find out how the Raiders sorted through the 27,109 leads acquired during the contest to distinguish between good and bad leads and increase ticket sales.
Enjoy the feature,
Chantelle Neep
[email protected]
P.S. - Want even more revenue generating ideas? Follow @NatlSportsForum on Twitter to get more helpful insights on #sportsbiz, #sponsorship and more!
PROGRAM TITLE
Oakland Raiders: "Bring A Friend To A Raiders Game"
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OBJECTIVES
Last December we highlighted a promotion by the Oakland Raiders, entitled “Bring A Friend To A Raiders Game.” The Raiders partnered with GAGA Sports and Entertainment to create the contest which gave nine fans the chance to win two suite tickets, fully catered, to the Raiders vs. Lions game on December 18, 2011. Together with the NFL League Office, the Raiders initially anticipated 5,000 new leads from the campaign and were blown away by the 27,109 people that submitted their personal information and engaged with the Raiders through GAGA's Social CRM Platform & Social Media. While the Raiders were ecstatic with the success of the promotion they were challenged to sort through the new contacts and distinguish between good and bad leads to find hot prospects to begin marketing to.
PROGRAM DESCRIPTION
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To decipher between hot and cold leads, the Raiders once again turned to GAGA Sports and Entertainment who began the process of “scrubbing” the data. Jamie Pardi, CEO of GAGA Sports and Entertainment says, “we scrubbed out the list of leads through cross database analysis with zip codes, average household income and distance from the stadium to make sure the top prospects were five star leads.” GAGA has "scientists" on staff that are solely used in the data analysis process who sort the data and cross reference it with other databases that GAGA owns. GAGA also has tools that help them make API’s, which allow them to get even more information so they can build a complete picture of who the buyers are. Pardi explains, “It’s really about understanding the difference between fans who are only interested in the team from a social media stand point and those who actually want to attend games and will purchase tickets. It gives the Raiders the ability to find the market, and the right demographic, they need to focus in on.” After working through the 27,109 new leads, it was determined that 4,600 bubbled up to be the hot prospects.
Jonathan Martinez, Database Marketing Manager for the Oakland Raiders adds, “We are looking for quality leads which GAGA helped us accomplish.” The Raiders have been able to build an extremely strong database since their partnership with GAGA, having collected demographics including but not limited to: name, zip code, DOB, email and phone number. So far, the team has sent out emails about deposit programs and made phone calls to their hot leads. The data that GAGA collected demonstrates the power of social media and how a sports brand can leverage themselves to garner more information on their fan’s demographics.
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Social Media announcement from the "Bring A Friend To A Raiders Game" contest.
PARTNER
The Raiders partnered with GAGA Sports and Entertainment in an attempt to discover what type of data they could capture from their Facebook fans and Twitter followers. GAGA’s role is now helping decipher between the hot and cold leads so the Raiders will have the best information in the hands of their ticket staff. Pardi mentions, “when partnering with any organization we always ask ourselves ‘How do we make their company money and their owners happier?’” He adds, “there isn’t any other analytics platform out there that captures as much data as we do. We take it a step further and cross the goal line by being able to capture secondary data from fans that were influenced by other fans to register. We want to make sure the data we collect is optimized to the fullest and to get the highest conversion rates possible for the ticketing sales departments.”
RESULTS
As a direct result from “Bring A Friend To A Raiders Game,” the Raiders have significantly increased their season ticket sales and are continuously working to grow their season ticket base with these leads. Along with an increase in sales, they also have seen their newsletter subscribers increase by 14,000; creating an environment of fans who want to be a part of Raider Nation. The success that the Raiders have seen shows the value of the data that was captured. The data that was collected has helped the sales department become more efficient, allowing them to contact the right fans.
LOOKING AHEAD
The Raiders are looking into continuing their partnership with GAGA Sports and Entertainment. Pardi notes, “Our hopes are to harvest richer data and demographics from social media platforms so we can further understand the Raiders fans and find out what they are looking for.” The Raiders also plan to execute a campaign that targets the GAGA list of leads for single game ticket buyers.
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