No Demand? No Problem!

June 24, 2009 | Volume 8, Issue 2
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NO DEMAND? NO PROBLEM!
Brewers strengthen fan involvement while achieving ticket sales success
CONTACT

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Todd Taylor
VP Consumer Marketing
Milwaukee Brewers
[email protected]
 
ORGANIZATION
Milwaukee Brewers
 
PROGRAM TITLE
Brewers "Win/You Win!"
OBJECTIVES
It is common knowledge that tickets for certain games sell easier than others, but being able to minimize the low ticket sales of weekday games requires some strategic thinking. The Milwaukee Brewers wanted to sell available tickets for the Loge Outfield section of Miller Park for their weekday home stand against the Colorado Rockies in June. Having done similar programs that involved on-field performance, the Brewers decided to reduce Loge Outfield tickets based on the total number of wins during the month of May.
 


Success on the diamond leads to lower ticket prices for Brewers fans
 
PROGRAM DESCRIPTION
Every Brewers victory during the month of May resulted in $1 off the price of a Loge Outfield ticket for any game of the Rockies series (June 9-11). As such, the ticket promotion was directly tied to the club's on-field performance and encouraged fan participation for the entire month. The "Brew Crew" won 18 games in May, which reduced the price of a regular $28 Loge Outfield ticket to $10. The 18 wins (18-10) tied a franchise record for the most wins during the month of May (the Brewers went 18-12 in May of 1981).
 
MEDIA
The promotion was showcased by broadcasters during in-game TV drops. Also, the initiative was promoted via email notification to registered users of Brewers.com. A press release was also distributed to inform the local media. Each advertising vehicle directed fans back to Brewers.com for more information.
 


The "Win/You Win" promotion has led to greater fan involvement at Miller Park
 
RESULTS
The Brewers sold out all available Loge Outfield inventory in less than 30 minutes. Furthermore, fan affiliation and participation with the team was increased, while an investment with the team was created. "We are always searching for ways to strengthen fan engagement," says Todd Taylor, VP of Consumer Marketing. Todd also shared, "Creative ticket promotions tied to team performance/results is certainly a winning formula. Fans, by nature, are passionate about their teams. This type of promotion allows the fan to be even more invested, plus reap some rewards based on the on-field success of the team."
 
LOOKING AHEAD
The Brewers are already preparing a "Dollars for Dingers" promotion. For every home run the Brewers hit from June 15 - June 25 (nine interleague games versus American League opponents), Brewers fans will save $1 off a Loge Outfield ticket for home games vs. St. Louis on July 7 and July 8. Tickets will go on sale at 9am on Friday, June 26.
 

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