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Click the image above to learn about the Phoenix Coyotes!
Dear Faithful Readers,
Ticket sales may fluctuate depending on the length of the season and a team's individual success. Creative ticket promotions can be used to overcome this issue and create a buzz that gets fans excited regardless of team performance. This season the Phoenix Coyotes created a Willy Wonka-inspired promotional gimmick providing a discounted ticket package to customers based on the number of goals allowed at each of their home games. Continue reading to find out how the “GOALden” promotion has fans creating a stir in the community.
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
Phoenix Coyotes: GOALden Ticket
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OBJECTIVES
As the season progresses, some factors can make it increasingly difficult for teams to find new ways to entice fans to come to games. Creating new and exciting promotions allows teams to evoke excitement amongst fans which leads to increased sales. However, discovering the next big promotions is easier said than done. One way to accomplish this task is to learn from your peers, use an idea that has had proven success and make it your own. The Phoenix Coyotes have done exactly this and have seen tremendous results. By enhancing an idea pioneered by the University of Minnesota, the Coyotes have created a “buzz” amongst their fans and increased ticket sales.
PROGRAM DESCRIPTION
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The Phoenix Coyotes have created the GOALden Ticket promotion to incentivize fans to attend their ten remaining home games.
The GOALden ticket promotion is completely dependent on the amount of opposing goals allowed during the final home games. Each ticket package gives fans a certain amount of goals on their GOALden ticket and fans will be able to attend as many of the ten remaining home games as possible until the Coyotes allow opposing teams to exceed the goal limit marked on the GOALden ticket. With this promotion, fans were given the choice between two lower bowl ticket packages which had a different number of goals alloted to their ticket. The first cost $100 and gave fans five goals on their GOALden Ticket. The second cost $250 and gave fans twenty-five goals on their GOALden ticket. So, with the first package, the fan will be able to attend as many games as possible until the Coyotes have allowed five goals during the final ten home games. Once the goal limit is reached, the ticket is void. As of March 9th, the date the promotion started, the Coyotes have given up nine goals in five games; therefore, fans that bought the first package were able to see three games with their GOALden Ticket and fans who bought the second package have sixteen goals on their ticket. In addition, if the Coyotes pitch a shutout during any game within the ten-game stretch, any fan who holds a valid GOALden ticket will receive a free additional ticket to their fan appreciation game on April 26th. With the price of a lower-bowl ticket costing around $75, each package offered fans a chance to see up to ten games for a great price.
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In order to keep track of the number of goals on each GOALden Ticket, the Coyotes created PID cards, which keep track of each fan’s goal total. When a fan enters the arena, they swipe their PID card which prints out a receipt letting them know how many goals are remaining on their ticket. Also, the Coyotes send emails after each game reminding fans the number of goals still available on their ticket. All in all, each package was created to drive attendance during the final home games by offering fans a fun and creative package that allows for them to potentially see additional games with no additional price.
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MEDIA
The Coyotes advertised the GOALden ticket campaign with two primary approaches. First, they created an email campaign promoting the package to past package and season ticket holders as well as past individual postseason ticket holders. Also, the Coyotes sent out direct mail pieces to previous season ticket holders dating as far back as five to six years.
RESULTS
The GOALden Ticket has seen great success thus far for the Coyotes. Specifically, they have sold around two hundred packages resulting in $35,000 in incremental revenue. Ken Troupe, Ticket Sales and Service Consultant for the Coyotes, states, “In addition, the GOALden Ticket promotion has led to the sales of other ticket packages and allowed us to form new relationships that will no doubt lead to future sales.” From a marketing perspective, Ted Santiago, Director of Marketing for the Coyotes, adds, “The GOALden ticket promotion did what we expected of it – create talk value amongst our fans and generate free PR for the team via both local and national media outlets. There has been a lot of buzz around the arena about the promotion and traffic to our sales tables has definitely increased on game nights.”
LOOKING AHEAD
The Phoenix Coyotes are committed to being unique and coming up with out of the box ideas in order to increase their brand value and sell more tickets. Using the foundation created by the GOALden ticket, they will look to build off that success and create similar promotional ideas in the future.
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