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January 13, 2016 | Volume 13, Issue 24
MARKETO AND THE PORTLAND TRAIL BLAZERS PARTNER TO REINVENT THEIR FAN ENGAGEMENT APPROACH
The Portland Trail Blazers invigorate their fan engagement with the help of digital marketing software and solutions company, Marketo.
By: Alby Abalos
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Click the image above to check out the Portland Trail Blazers' website!
Dear Faithful Readers,
Not often that you will receive a “Selling It…” back to back weeks but with the Holidays messing up our schedule we wanted to get back on our normal schedule, which leads us to have another story this week as we hit the month mark until the 2016 National Sports Forum.
As we head to the “Rose City” we want to take the chance to highlight a program ran by one of our hosts, the Portland Trail Blazers. With these organizations having thousands and thousands of potential buyers in their databases it’s imperative that they have the most accurate and up to date list to reach out too. The Portland Trail Blazers have figured it out and the results are really impressive.
Hope you enjoy the read,
Ryan Heidrich
Director of Communications
P.S. - It's not too late to register for #NSF16! Regular Registration pricing ends this Friday, January 15th... Register HERE!
PROGRAM TITLE
Marketo: "Portland Trail Blazers Record Fan Engagement"
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OBJECTIVES
The Portland Trail Blazers have been one of the most successful franchises in the National Basketball Association on and off the court. Despite their continued success, the Trail Blazers have been focused on bolstering their appeal to attract more fans to the games as well as other concerts and shows taking place at Portland’s Moda Center and Rose Quarter.
The Trail Blazers had three goals; reinvent the way they target their audience beyond email blasts, raise more awareness of the team and the Rose Quarter venues, and grow their fan base. Ultimately, the Trail Blazers desired a better approach to engage more fans in a more enticing way. With the help of Marketo, the Trail Blazers were able to make this happen.
PROGRAM DESCRIPTION
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Prior to the Trail Blazers partnership with Marketo, the Trail Blazers attempted to better engage fans through various email products, ticket offers, and event information with inconsistent results. After multiple attempts to raise greater excitement among their fans, the Trail Blazers chose to partner with Marketo to revamp their digital marketing efforts.
By implementing Marketo’s “Sales Insight” into the Trail Blazers Microsoft Dynamics CRM system, the Trail Blazers can now accurately track their customer’s behavior and see whether or not fans are opening their emails. Being able to track this data gives the Trail Blazers insight on if they should reach back to that person via email or phone. Marketo forms have also been implemented throughout the Trail Blazers website, which will inform sales managers when the form gets filled out. The information is then marked in the database so that person can receive an immediate follow-up phone call.
Marketo’s marketing automation technology allowed the Trail Blazers to move away from a more traditional batch-and-blast email approach to a more fan-centric approach. The Trail Blazers have found this technology to greatly assist in their fan engagement efforts for team games and other events happening at the Rose Quarter venues. The Trail Blazers have found Marketo’s marketing software to be easy, powerful, and complete.
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Click the image above to view Marketo's website!
PARTNERSHIP
The Portland Trail Blazers and Marketo (www.marketo.com) have been in partnership for the past three years. The partnership assisted the Trail Blazers in enhancing their fan engagement and improving their renewal rates through the digital marketing stream.
Marketo, founded in 2007, is the leader in digital marketing software and solutions. Marketo was created with a passion and a vision to build a great company – one that changes the market with technology innovation and thought leadership; one that delivers real value to customers; one that delights users on a daily basis with the experience of working with their software; one that creates substantial returns for investors and employees; and one that is a special place to work at.
RESULTS
The Trail Blazers have seen outstanding results through their partnership with Marketo. This past season, the Trail Blazers have seen a 97% renewal rate among season ticket holders and hit a single season individual ticket sale record last season. Additionally, they have seen an open rate of over 45% for team emails and an open rate of over 30% for other Rose Quarter events emails. The Trail Blazers also hit an all-time attendance record last season with 1.95 million attendees at the Moda Center and Rose Quarter venues.
The Trail Blazers have benefitted greatly through their partnership with Marketo and only look to improve upon these excellent results next season.
LOOKING AHEAD
Marketo continues to be a tremendous benefit for the Portland Trail Blazers organization. There are many areas the Trail Blazers are looking to grow with Marketo – one area being the use of iBeacon technology. Above all, the Trail Blazers are looking to expand their mobile stream as nearly every fan receives information through mobile apps and push notifications. Diving deeper into mobile will also assist in the Trail Blazers’ real-time reporting, which is an area the organization is looking to enhance.
The Trail Blazers have seen great improvement in their fan engagement since working with Marketo. Moving forward, the Trail Blazers, with the help of Marketo, will look to continue to reinvent the message they are sending to their fans to keep moving in a positive direction.
CONTACT
For more information, contact:
Melanie Grant, Event Marketing Coordinator, Marketo
Michael Lewellen, Vice President – Corporate Communications, Portland Trail Blazers
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ABOUT THE NATIONAL SPORTS FORUM
The National Sports Forum is the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2016 NSF Conference and Trade Show will be held on February 14 - 16, 2016 in Portland, OR. Visit www.sports-forum.com.
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THE NSF SALUTES
OUR PARTNER
Ticket Galaxy joins the NSF as an Official Sponsor for the first time in 2016 as the title sponsor of the Ticketing Super Panel, which will take place on Tuesday afternoon at the 2016 National Sports Forum. Ticket Galaxy is the sports and entertainment industry’s leading source for tickets on the secondary market, providing consumers with hard-to-get, sold-out, and discount tickets to live entertainment events in the United States and abroad.
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