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TWINS TARGET SUITE COMMITMENTS FOR NEW BALLPARK

Minnesota Twins close 67% of suite appointments for new suites at Target Field 

CONTACT

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Nancy O'Brien
Director of Advertising
Minnesota Twins
[email protected]

ORGANIZATION

Minnesota Twins

PROGRAM TITLE

Twins "Chair" Campaign

OBJECTIVES

At the starting line of a new marketing journey, one great asset is an organization’s current clients. However, the Minnesota Twins have proved that with an innovative idea, this is not always a necessity. Not until 2010 when the club opens its new ballpark, Target Field, will it manage its own suites. In other words, the club was forced to start from scratch when launching its suite campaign, with no existing suite clients. The objectives leading into the campaign were to provide a “door-buster” piece that would gain the attention of those in the club’s target market (“C-level” executives in the region) and get them excited and/or intrigued towards the goal of generating suite sales appointments and the ultimate goal of receiving suite commitments. With these initiatives in mind, the club’s agency was in charge of developing a “piece” that would accomplish such goals. The idea of providing a replica stadium chair to potential suite clients came to be.

PROGRAM DESCRIPTION

Each stadium chair was hand delivered by a member of the Twins’ New Ballpark Development office. Along with the chair itself, the chair included a hangtag with a simple headline/invitation that invited the select few to view the club’s model suite. Shortly after a chair was delivered, the New Ballpark Development staff followed up with a phone call with the goal of scheduling an appointment at the club’s marketing center, which houses the ballpark model.

MEDIA

Since this initiative was geared towards a very specific, short list of prospects, targeted one-on-one communication was put into action. No advertising was accompanied.

PARTNERS

No other partners were involved with the promotion.

RESULTS

The creativity of the stadium chair itself accompanied with the initiative of the Development staff has yielded some impressive results. Of the initial 80 chairs the club delivered, there was success of bringing in 60 appointments with sales totaling 40 suite commitments of four, seven, or ten years. As a second wave of the campaign is in the works (focused on club seats in the new ballpark), of the some 145 chair recipients the club has been able to sell approximately 120 “Champions Club” seats and 500 “Legends Club” seats. It is evident that with an innovative idea, the organization was able to start from scratch in terms of clients and develop perceived value to potential suite buyers, who were very enthusiastic to receive such a product.

LOOKING AHEAD

This initiative will not be used again. It was a very unique, one-time objective and product geared for the opening season of Target Field.

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