To subscribe Click Here
 
To forward to a friend Click Here

COYOTES FOCUS ON MULTI-GAME TICKET PURCHASES

Phoenix Coyotes see 20% of 'Howliday Pack' buyers upgrade to full season ticket plans or to a larger partial plan the following season 

CONTACT

Advertisement

Stacey Cohen
Vice President of Marketing
Phoenix Coyotes
[email protected]

ORGANIZATION

Phoenix Coyotes

PROGRAM TITLE

Coyotes' "Howliday Packs"

OBJECTIVES

With the economy showing little signs of sympathy for shoppers this past holiday season, the Phoenix Coyotes decided to take matters into their own hands. The Coyotes wanted to provide their fans with affordable tickets and help make a fun night out in Greater Phoenix convenient. In doing so, the team wanted to integrate the casual hockey fan into the team’s core fan base through a gift idea that would last into the 2009 season. 

PROGRAM DESCRIPTION

In effect for its fourth season, the 2008 “Howliday Pack” promotion offered fans the opportunity to purchase any four regular season games for the price of three through the end of the 2008 calendar year. Package prices started at $45 and each lower-level package included a free hot dog and soda. With each package, fans also received a free Coyotes visor and autographed puck. Such premiums have changed slightly over the years, as the Coyotes have moved their goals away from single game ticket purchases, which offered large premiums, to multi-game purchases offering smaller, yet valuable premiums.

MEDIA

The Coyotes used a myriad of mediums to increase exposure and awareness of the promotion, which included:

• Newspaper ads in four different local newspapers
• Radio Spots featuring Pierre the Fanatic Hockey Snowman, the team’s “face” of all of their seasonal ad campaigns (across Clear Channel Network)
• TV spots on Cox Cable
• Online banner and box ads on AZcentral.com
• Internal assets such as email blasts, website, PA announcements, and radio/TV broadcast live reads
• Direct Mail campaign with personalized URLs for tracking
• Email blast to over 70,000 prospects

RESULTS

The Coyotes hope to outsell last season’s mark of sold packages by 200. For the month of December, they were on pace to sell 1,300 packages. “The Howliday Packs are a vital part of our sales campaign”, said Flavil Hampsten, the Coyote’s VP of Ticket Sales, “not only do the packs add 150+ FSE every December, but the plans also attract new buyers and sets up our season ticket sales campaign. As much as 20% of the packs upgrade to a full season ticket or larger partial plan the next year.”

LOOKING AHEAD

The Howliday Pack has become a staple of the team’s ticket program. Although its effectiveness will continue to be evaluated in the off-season, it will definitely be used during future seasons.

ABOUT THE NATIONAL SPORTS FORUM

THE NSF SALUTES OUR
PARTNER

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.

The NSF would like to welcome the
official media partner of the
2010 NSF ADchievement Awards.
To learn more about ADWEEK,
click the logo above

THE NATIONAL SPORTS FORUM
7290 NAVAJO ROAD, SUITE 204 | SAN DIEGO, CA 92119
P: (619)469-4101 F: (619)469-4007