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December 10, 2014 | Volume 12, Issue 38
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SAN DIEGO PADRES PROMOTE SEASON TICKET RENEWAL WITH SWING FOR YOUR SEATS EVENT
The San Diego Padres create unique experience that would encourage members to renew season tickets.
By: Alby Abalos
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Click the image above to check out the San Diego Padres website!
Dear Faithful Readers,
Our staff here at the Forum has been lucky enough to spend the past couple days at the 2015 Winter Meetings, it’s been a great event and has given us a chance to catch up with many of our Forum Alumni. The event being in San Diego is hosted by the San Diego Padres and will wrap up tonight with their Gala Event held at Petco Park.
We thought this would be a great time to showcase a promotion that the Padres ran this year for their Season Ticket Holders. They were definitely faced with a hard task, but the experience of getting to take a couple of swings at Petco Park is extremely cool. It will be interesting to see if the Padres run this campaign again and if they change or modify it at all.
Enjoy the read and Happy Holidays!
Ryan
P.S. - Feeling creative? Send in your best marketing and advertising campaign from 2014 and your team could be the next feature in "Selling It"!
PROGRAM TITLE
San Diego Padres: Swing For Your Seats
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OBJECTIVES
The San Diego Padres wanted to create a fun and unique experience that would encourage members to renew their season tickets prior to the deadline. Historically, the Padres offered incentives to encourage members to renew their plans by the renewal deadline. Swing For Your Seats was the first time the Padres offered a pre-deadline incentive. The Padres felt they would provide a more enjoyable overall experience by rewarding members who renew earlier than the announced deadline. This would eliminate the potential for wait times and/or having to place members on hold who call in to renew on the actual deadline day.
PROGRAM DESCRIPTION
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The deadline for season ticket members to renew was on September 15th. All season ticket members who renewed by September 4th were invited to Petco Park on Sunday, September 7th to “swing for their seats.”
Swing For Your Seats participants had the opportunity to dig in at home plate and face two pitches from a pitching machine. Participants got to take one swing and if they hit a home run, the seats they had renewed for the season would be free.
The Padres also sectioned off areas of the outfield into three designated zones and anyone who hit a ball into one of the zones won a prize.
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Click above to see the San Diego Padres ticket page!
PARTNERSHIP
The Padres had no external partners for this event. All internal departments worked together to put on the event.
RESULTS
Overall, the Swing For Your Seats promotion was very successful. Season ticket renewals were up 10% compared to the same day the previous season and the Padres were still pacing ahead by the actual renewal deadline. Over 675 season ticket members showed up to Petco Park to swing for their seats. Although no one was able to hit a home run, one person hit the outfield wall and a few individuals reached the warning track. The Padres also handed out several other prizes. Padres’ fans cherished the opportunity of being able to take a swing at Petco Park.
LOOKING AHEAD
The Padres’ Swing For Your Seats event ran smoothly and participants enjoyed themselves. By offering this pre-deadline renewal incentive, season tickets significantly increased for the Padres. When asked if this promotion will continue in the future, Steve Carter, Manager, Membership Services of the San Diego Padres states, “Still too early to say for sure if we will do this event again next season, however, there is a strong possibility.”
CONTACT
For more Information, contact:
Steve Carter, Manager, Membership Services, San Diego Padres
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