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| March 18, 2009 | Volume 7, Issue 22 |
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Presented by
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HORNETS PROVIDE FANS WITH FLEXIBILITY
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New Orleans Hornets acquire new sponsorship revenue and exceed full season equivalents (FSE's) goal of 11,000
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CONTACT
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Advertisement
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Jessica Richardson
Director of Marketing
New Orleans Hornets
504-593-4811
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ORGANIZATION
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New Orleans Hornets
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PROGRAM TITLE
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Hornets Flex Plan presented by Delta World Tire
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OBJECTIVES
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For the past two NBA seasons, the New Orleans Hornets' motto has been "Passion. Purpose. Pride." Part of Hornets' purpose is to make their games appeal to consumers of all ages and demographics. By creating ticket packages, such as the Hornets Flex Plan presented by Delta World Tire, the franchise allowed for flexibility in schedule and financial commitment that many fans require to enjoy Hornets basketball on an ongoing basis. In addition, the Hornets wanted to upgrade single game buyers into a plan of five games by giving them the choice to choose their own games based on opponent or day of the week.
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Fans can select two "A" games and three additional games
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PROGRAM DESCRIPTION
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After the success of the Hornets Holiday Plan in November 2008, where approximately 1,000 plans were sold, the team looked to continue capitalizing on the interest. The Hornets continued a similar offer, but revised the value add-on by enlisting a partner to come on board and offer a value add-on that consumers of all demographics could use.
With the Hornets Flex Plan presented by Delta World Tire, fans had the option of selecting two games from what the Hornets classify as "A" games (premium games) and three games from the remaining home game schedule. The tickets were not discounted, but the five tickets and a free oil change courtesy of Delta World Tire was available for as low as $125 ($25 per game).
New Orleans Hornets Director of Marketing, Jessica Richardson, expressed her enthusiasm about the Flex Plan stating, "Releasing our Five-Game Flex Plan with presenting partner Delta World Tire allowed us to provide fans with a unique ticket package and work directly with a great partner who provided an extra incentive for fans who purchased the package. By allowing fans the flexibility to select the games they wanted to attend, we were able to thank them for supporting us and encourage them to be a part of the exciting game-night atmosphere at the New Orleans Arena."
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MEDIA
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The Five-Game Flex Plan was advertised through an integrated approach using radio, print, Internet advertisements, television and digital billboards. The Hornets also launched a press release campaign to promote the Flex Plan.
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PARTNERS
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The New Orleans Hornets partnered with local Louisiana company, Delta World Tire. Todd Fernandez, Business Development Manager of the New Orleans Hornets, stated, "Delta World Tire is a local family owned tire and automotive service chain. With over 15 locations in Louisiana and Mississippi and a goal to expand within these markets, the flex-plan sponsorship was a perfect fit. Delta World Tire was tagged on all media coverage and provided a 'free oil change' bounce back coupon for Flex-Plan ticket buyers – creating a true win-win for this partner and the Hornets."
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Fans receive a free oil change from Delta World Tire, presenting sponsor of the Five-Game Flex Plan |
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RESULTS
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At the beginning of the season, the Hornets had to reach a goal of 11,000 FSE's (full season equivalents), which is comprised of full season tickets and mini-plans. The success of the Flex Plan helped the Hornets organization exceed their goal by selling approximately 11,750 FSE's.
Approximately 300 additional Five-Game Flex Plans were sold after an initial 1,000 plans sold from the 2008 Holiday Plan. The Flex Plan also allowed the Hornets to generate additional sponsorship revenue by creating additional inventory that was not previously available.
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LOOKING AHEAD
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The team is confident about continuing a similar offer in the future because it helped increase the amount of mini-plan customers once the NFL season came to a close. The additional sponsor revenue also makes the program one that will be used for future NBA seasons.
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ABOUT THE NATIONAL SPORTS FORUM
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THE NSF SALUTES OUR
PARTNER
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For over 14 years, The National Sports Forum has been the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2010 NSF Conference and Trade Show will be held on February 1-3, 2010 in Baltimore, MD. Additionally, hundreds of NSF attendees and vendors rely on the NSF "Inner Circle" Membership Program as their key resource for up-to-date and accurate information about what's going on in the sports industry. Visit www.sports-forum.com or contact The National Sports Forum at (619) 469-4101.
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THE NATIONAL SPORTS FORUM
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