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ANONYMOUS FANS PROVIDE THRASHERS WITH VISIBLE REVENUE

Atlanta Thrashers generate $25,000 in ticket sales revenue from a pool of 5,000 fans.  That is $5 in revenue per person.

CONTACTS

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Ron Contorno, Full House Entertainment Database Marketing
(312) 360-0001

David Elgin, Atlanta Thrashers
(404) 878-3257

ORGANIZATION

Atlanta Thrashers

PROGRAM TITLE

Crowd ID

OBJECTIVES

It is fair to say that many organizations may only know half of their audience.  Who is really using the season tickets, who are the guests of the season ticket holders, who is part of that group outing, etc.?  To combat the “anonymous fan” issue, Full House Entertainment Database Marketing and the Atlanta Thrashers devised a plan to sell ticket packages directly to fans that have experienced a game.  The patrons are identified by using text message information generated by responses to the Atlanta Thrashers text program consisting of trivia, real time polling and the ability for fans to have their personalized message displayed on the video board.
 

PROGRAM DESCRIPTION

Crowd ID, a new product represented by Full House, was used to identify the “anonymous” fans starting with texting logs generated from Thrashers’ in-arena campaigns.  After the fans were revealed, they were mailed information on partial ticket packages. 

The program began when Full House approached the Thrashers.  Full House was confident that Atlanta would have more success selling ticket packages to fans that had product experience—been to a game.  The Thrashers initially provided Full House with more than 19,000 cell phone numbers (65% from Thrashers hockey games and 35% from Hawks basketball games).  After running the cell phone numbers through Crowd ID’s proprietary mobile device database, over 5,000 names and mailing addresses were identified along with demographic information for a majority of the file.

With names and addresses in hand, the Thrashers included 1,000 of the strongest “identified fans” into their Partial Plan Mailer.  Their main call to action on the postcard was to drive the recipients to a specific vanity URL promoting the plans on the team’s web site.  The remaining 4,000+ Crowd ID identified names were used for other campaigns.    
 

MEDIA

The Thrashers used direct mail to generate both traffic to their team web site and inbound sales calls.

PARTNERS

The Atlanta Thrashers partnered with Full House Entertainment Database Marketing. Full House Entertainment provides targeted sales leads for direct marketing campaigns (direct mail, telemarketing, email). Over 600 sports teams and entertainment organizations have used Full House to find new business and residential customers.
 

RESULTS

The first 1,000 names used generated 14 partial plan sales for $11,500. Another 16 plans were sold from the remaining 4,000+ identified names and resulted in revenue of $13,500. The total revenue form the Crowd ID project was $25,000. That is an average of $5 in ticket revenue per person, from an original pool of over 5,000 people.

LOOKING AHEAD

The Thrashers plan to use Crowd ID to continually identify anonymous fans and hope to capture more sales revenue through database marketing directly to them in the future.

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