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Click the image above to visit mywashcaps.com
Dear Faithful Readers,
Teams are always trying to gain valuable information about their fans in order to increase sales. Surveys serve as an easy way to obtain this information, but often they are too long or too boring, and fans are unwilling to waste their time. Sports are the ultimate form of entertainment and all communications from a team should embody the fun and enthusiasm that fans associate with their favorite team. This includes surveys. Looking to enhance their fan database and help fill in the blanks in their CRM, the Washington Capitals teamed up with Channel 1 Media to create an entertaining survey that serves as an enjoyable experience for fans while creating a more comprehensive database for the team. Continue reading to see how the Capitals have fans enthusiastic about taking surveys.
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
Washington Capitals: mywashcaps.com
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OBJECTIVES
Teams are continuously looking for avenues to discover information about fans that can lead to higher ticket sales. Pen and paper surveys are an old-fashioned way of compiling customer profiles, and can cause teams to lose valuable time during which they could be making sales. As the prominence of digital technology in sports grows, teams are trying to combat the pen and paper approach with the creation of online solutions. The Washington Capitals have teamed up with Channel 1 Media Solutions and addressed this issue by creating an exciting new approach to online surveys. Continue reading to see how their interactive survey tool has generated thousands of leads and enabled them to increase revenue.
PROGRAM DESCRIPTION
The Washington Capitals have introduced ‘mywashcaps.com’ as a means to clean up their database entry system and in turn, monetize fan data. This innovative survey tool can be accessed in two ways: The first is online at www.mywashcaps.com, and the second is through a Capitals Rep on the iPad while visiting a game. Both editions are alike and have similar graphical user interfaces; however, the online version -- which is purely frequented by fans at their own leisure -- is more comprehensive and asks more in-depth questions on their preferences. The iPad version is used by team reps during games and gives them quick access to fan contact information while they attend a Capitals home game. Something seen on the iPad version that isn’t available at mywashcaps.com is the ability to take a personal photo after the survey. The photo is made to look like a digital ‘Polaroid’ - complete with Caps logo and date of game on the picture itself. The image is then e-mailed right from the iPad -- directly to the fan -- with a link to post it to their Facebook account.
For both mywashcaps.com and the in-game iPad version, the Capitals wanted to create a simple and interactive way for fans to fill out surveys that would enlighten the team on their behavior. But more importantly, the Capitals wanted to utilize the survey tool to grow their database, as the fan’s name and e-mail information is made available with each completed survey.
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Uplifting rock music is queued up when the site is visited, and fans are first incentivized to enter their personal information in order to eligible to win exclusive prizes. Users are then taken through a series of questions such as “Which type of fan are you?” and “Who are your favorite opponents?” These are easily answered with the click of a mouse or a tap of the finger, as everything is graphic based. At the conclusion of the survey, fans are prompted to enter their name and e-mail address which officially enters them to win an ‘Ultimate Fan Experience’ package. Once complete, the valuable data collected enables the sales team to create highly customized ticket packages for their prospects.
The questions on the survey may not be considered revolutionary to the industry, but the way in which they’re presented is what makes this idea a game-changer. The user interface created by Channel 1 Media Solutions allows the Capitals to gain prized demographic information for lead generation while simultaneously keeping the fan engaged and entertained. mywashcaps.com is not simply a survey, it is a memorable interactive experience. Survey distribution has always been a strategic way to gain information from fans, but the Washington Capitals have clearly found a way to make the process much more efficient, productive and rewarding for all parties involved.
Click the image above to learn more about Channel 1 Media Solutions!
MEDIA
The Washington Capitals have used numerous media outlets to promote mywashcaps.com. On team blogs and websites, fans are presented with information on how to access the site, which allows the Capitals to continuously and efficiently grow their database. The sales team also sends out e-blasts to the existing database not only to promote the program, but also to as a way to gain valuable input from fans.
PARTNER
The Capitals enjoyed every aspect of working with Channel 1 Media Solutions. Josh Brickman, Director of Ticket Analytics for the Capitals stated, “Channel 1 was very active and continued to push the envelope on ways to make mywashcaps.com even better. Whenever we requested changes, they were extremely responsive and prompt to meet our needs. It seems as though there is not a problem Channel 1 can’t fix.”
RESULTS
The results generated thus far from mywashcaps.com have been tremendous. The Capitals have seen thousands of entries come in from the platform, with the majority coming from the online version. Brickman mentioned, “The results of mywashcaps.com have allowed our sales team to make ‘cold calls’ not so ‘cold’. We are able to present fans with more personalized ticket packages than ever before. This has led directly to an increase in our overall revenue.” The success of mywashcaps.com comes as no surprise, as several other professional sports teams including the Washington Wizards, Toronto Blue Jays and Oklahoma City Thunder have used the same tool created by Channel 1 Media Solutions. In fact, the Thunder saw more than 35,000 completed entries -- yielding over $107,000 in revenues – earning Channel 1 the SAMMY Award at the 2013 National Sports Forum in Orlando, Florida.
LOOKING AHEAD
The Washington Capitals will constantly look for new ways to make mywashcaps.com even more resourceful. “With mywashcaps.com, our goal is to know 100% of the fans that are in our building,” added Brickman. This survey platform, with its low-cost, high-reward results, will continue to evolve and likely be adopted by more and more teams in the sports industry.
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