May 26, 2004

Volume 3, Issue 9

Cavaliers Score with Ticket Renewals

Cleveland's season ticket promotion on pace for 90% renewal rate!

If you read it, they will come. Monthly best practices on ticket & sponsorship sales.

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Contact: Brian Thornton, Marketing Director 

                  (216) 420-2187,  [email protected]

Team: Cleveland Cavaliers

Program Title: Season Tickets Renewal Package

Objective: Maximize Season Ticket Renewals

Program Description: As if having the NBA Rookie of the Year on their team wasn't a big enough reason to renew their season tickets, Cleveland Cavaliers fans just got two more incentives to re-up next season!

With nearly 50% of Cavaliers 2003/2004 season ticket holders in their first year (LeBron's rookie year), the Cavaliers knew it was imperative to recapture the positive emotion that led to their fans initial purchase. The Cavaliers successfully re-tapped this emotion by offering an incentive that had two key parts...

First, to give fans a sense of immediacy the Cavaliers incentivized season ticket holders to renew by May 1, 2004. They did this by offering a one-of-a-kind benefit -  any season ticket holder that renewed by May 1st received a complimentary pair of Nike LeBron James basketball shoes in the fans preferred size.

Secondly and currently, the Cavaliers are sending all season ticket holders a coffee table book with an accompanying DVD in conjunction with their renewal information. The purpose of this package is to remind the season ticket holders of the excitement and passion of Cavaliers basketball with the hope that it would motivate them to renew. The book and DVD both focus on the passion of the game day experience through vivid emotional photographs and single words such as “Unleashed” and “Phenomenal”. The DVD features five distinct segments. The “Opening Tip” is an adrenaline-filled highlight reel from the 2003/2004 Season; “Hot Shots” which is a collection of the season’s best plays; “Cavaliers Confidential," a 10-minute insider’s look into the past season, complete with interviews, and plenty of captivating video footage; “Back to the Future” featuring a look back into Cavaliers history along with a glimpse into the future. It’s emotionally charged with highlights from the most magical moments and personalities of the Cavaliers past and leads into a preview of the final segment which showcases Cavaliers “Hardwood Classics” games of the upcoming 2004/2005 season.

Results: The piece generated a tremendous amount of interest and spawned a continuous stream of incoming phone calls. The Cavaliers achieved a very steady and successful renewal rate as a result of the positive response to the piece and are currently on pace to renew at over a 90% rate!

Looking Ahead: There are no specific plans as of yet to follow up this initiative with any additional offers; however, they do plan to utilize the video pieces from the DVD in several other applications including website streaming/flash video, as sales presentation leave-behinds, and at promotional appearances.

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