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Click the video above to learn more about DigitAR: The Authentic Seat Viewer
Dear Faithful Readers,
When consumers make a purchase, they rationalize their choice in order to avoid cognitive dissonance, the state of holding two conflicting thoughts simultaneously. It’s an unnerving feeling to think you’ve purchased something while also thinking you’ve thrown away money, so you try to reduce those feelings by convincing yourself that you’ve made the right decision. So how can we, as sports marketers, not only help our fans/ticket buyers through the decision making process but see it all the way through and help them rationalize their decision and reduce buyer’s remorse? The Cleveland Browns have partnered with Sportsdigita to create a new platform to engage fans, increase consumer confidence and make for an easier sell. Read on to see how the platform helped them to increase ticket sales by over $265k.
Enjoy the feature,
Chantelle Neep
[email protected]
P.S. - Want even more revenue generating ideas? Follow @NatlSportsForum on Twitter to get more helpful insights on #sportsbiz, #sponsorship and more!
OBJECTIVES
When fans make the decision to purchase tickets for an upcoming game, they must make that decision without ever stepping foot into the stadium. This makes it crucial for teams to have a deep understanding of the mental and social processes that fans go through when deciding to make a ticket purchase. “It is very common for consumers to participate in online research before selecting seats and many times, sports fans are limited to static seat maps when searching for potential tickets to buy,” said Chris Gallagher, VP of Ticket Sales and Service for the Cleveland Browns. Recognizing that most sales are made online and that they were hindering potential sales by solely using latent images, the Browns sought to present fans with a complete real view experience in an attempt to build consumer confidence and subsequently exceed ticketing profits in an innovative and cost effective way.
PROGRAM DESCRIPTION
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To familiarize fans with the stadium and get them more comfortable with seat inventory, the Browns partnered with Sportsdigita, the digital sports marketing agency, to launch the first-of-its-kind DigitAR 3D Seat viewer. DigitAR is a panoramic 360° interactive viewer that gives potential clients the opportunity to have a complete real view from any seat in Cleveland Browns Stadium, including their amazing suite and hospitality areas. Composed of high resolution, actual photographs and exact shots, DigitAR provides a virtual seating map that delivers authentic visuals that are used to engage any prospective ticket buyer. “With DigitAR, our fans have the best tool out there to see exactly what it is they’re getting for their money. Ultimately, it allows us to aid them in their decision making process by reassuring them that they are getting the best value for their dollar,” claims Gallagher.
The 3-D Seat Viewer also allows for social media integration, a live chat feature, and multi-view comparisons with corresponding pricing.
In addition to helping fans through the decision making process, the Browns are also using DigitAR as a selling tool for their sales and customer service staff. Gallagher mentions that, “DigitAR allows our sales team to walk clients through any view in our stadium as they discuss various options over the phone. It’s definitely made for an easier sale.” Furthermore, the sales team can thrive in the added live-chat feature, which supports effective online communication with the interested fan.
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The added live chat feature helps the ticket sales team to have effective online communication with interested fans.
Click on the image above to learn more about the Browns DigitAR Seat Viewer!
MEDIA
The Browns solely relied on consumer contact and exploration of their website to draw attention to DigitAR. There was no additional media usage.
PARTNER
To make the 3-D Seat Viewer a reality, the Browns partnered with Sportsdigita, who developed DigitAR specifically for the team. “Sportsdigita was great to work with. We are really pleased with all of the work they put into this program and how quickly they got it done. With the help of Sportsdigita it only took 2 days to completely get every view we needed throughout the stadium, despite one day of bad weather, but all their hard work shows in our final product,” adds Gallagher.
RESULTS
After launching their new seat viewer, the Browns received a large amount of positive feedback. DigitAR has increased overall sales and customer satisfaction with over $265,000 in ticket sales directly linked to the platform. This program provides a new way for the Browns to encourage a sale and increase consumer confidence, while creating an easier sell.
LOOKING AHEAD
The Browns plan to continue reaching out to their users and in-house sales team to enhance DigitAR in the future and already have plans to add different views and new features. With the help of Sportsdigita, the opportunity for enhancements is endless.
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