Devil Rays "Pack" in the Fans

 
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October 1, 2003

Volume 2, Issue 18

Devil Rays "Pack" in the Fans

Tampa Bay sells over

7,200 tickets with

package program

Only Two

Weeks Left...

 

Register & pay for the 2004 National Sports Forum by October 15th & receive a FREE COPY of the 2004 TMR Sports Sponsor Fact Book

(a $318 value). 

Click here to learn more.

 

Join hundreds of other sports marketing & sales leaders at the 9th Annual National Sports Forum, to be held January 26-28, 2004 in Greater Chicago.

 

If you like Selling It..., you'll love the Forum!

Contact: Wayne Hodes, VP of Sales, 727.825.3193, [email protected]

 

Team: Tampa Bay Devil Rays

 

Program Title: Super 6-Pack

 

Objectives: This program had three main objectives:

1)     Increase ticket sales

2)     Continue to build potential season ticket holder database

3)     Create additional sponsorship inventory

 

Program Description: Things were really heating up down in Tampa Bay this summer, as the Devil Rays' “Super 6-Pack” program helped drive ticket sales for multiple games over the last four months of the season!

 

The "Super 6-Pack" was developed by the Devil Rays to combat low attendance numbers for "less-popular" games, by giving fans an opportunity to purchase multiple tickets at a discounted price. Here's how it works…

 

Fans choose from two “popular” games and from four “less-popular” games in which they would like to attend. The ticket packages ranged from $39 - $395 depending on the seats.

 

In addition to the discounted ticket purchase, the “Super 6-Pack” provided fans with added value...for every ticket package purchased the fan received an insulated cooler and a coupon for a six-pack of soda courtesy of Pepsi.

 

Media: The Devil Rays advertised the “Super 6-Pack” program through local TV, radio and newspapers, as well as on their team website, in-house matrix message board and in-house video boards during games.

 

The Devil Rays also teamed up with Chicago-based AdCommunity to market the “Super 6-Pack” in a unique way...through restroom advertising at Tropicana Field. The ads were designed to reach a captive audience for 30 seconds to two minutes, and proved to be a very successful way to market their packages.

 

Results: The Devil Rays ran the “Super 6-Pack” promotion twice during the summer, and it helped Tampa Bay increase ticket sales, especially for the "less popular" games. Tampa Bay sold approximately 1,200 “6-packs” (7,200 tickets total) between June and September. The "Super 6-Pack" also increased their database with 1,200 qualified leads for potential season ticket holders...plus, it opened up new sponsorship inventory!

 

Looking Ahead: After evaluating the positive results of the “Super 6-Pack”, the Devil Rays have decided to continue the program next year with some enhancements that will be determined during their marketing strategy sessions this off-season.

          ....& Many More

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