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June 22, 2016 | Volume 14, Issue 9
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VANCOUVER WHITECAPS KEEP FANS COMING BACK WITH 12% IN 12 DAYS CAMPAIGN
Whitecaps season ticket renewals at an all-time high thanks to anticipated annual promotion.
By: Mike Curtin
Click the image above to check out the Vancouver Whitecaps official website!
Dear Faithful Readers,
With all the excitement happening around the world of soccer through Copa America, we thought it would be a great opportunity to share a story on one of the more recently added MLS teams, the Vancouver Whitecaps.
A supportive fan base is always a great benefit to any team and the Whitecaps definitely don’t fall short in this area. Recognizing the ever-growing support from their fan base, the Whitecaps wanted to be able to give back... As a result, the “12% in 12 Days” program was created, of which the Whitecaps have received some tremendous response.
The Whitecaps have done a great job in putting this program together for their fans and have seen excellent results. Enjoy the read!
Cheers,
Alby Abalos
Marketing and Communications Manager
PROGRAM TITLE
Vancouver Whitecaps: "12% Campaign"
OBJECTIVES
When Vancouver was granted the seventeenth Major League Soccer franchise on March 18, 2009 by MLS Commissioner Don Garber, the buzz around the city was electric. In preparation for their first MLS season, the Whitecaps brought in executive talent from around the world in order to fill the organization with world class experience. This not only helped create faith in the team amongst their supporters, but also drove fans to purchase season tickets to watch them play. After the Whitecaps won just one of their first twelve matches, leading to the firing of their manager mid-season, the front office knew it was going to be hard to get their fans back in the seats.
It was then the job of the front office and marketing department to come up with new ideas that would drive season tickets sales, as well as get existing season ticket holders to renew. After many internal discussions about the most effective way to offer discounts to their fans, the Vancouver Whitecaps developed a program in which both season ticket holders and more casual fans could capitalize on a flash deal that they would be more likely to cash in on.
PROGRAM DESCRIPTION
Initially beginning in 2012, Vancouver Whitecaps FC launched a limited-time special offer on Season Tickets. As a way to celebrate and thank fans for their growing support, those who purchase Season Tickets during a twelve-day window would receive 12% off their purchase.
Starting from $325, fans who purchase Season Tickets during the 12-day window will save up to 48% over those who buy tickets for individual matches. For this season’s promotion, those who purchase or renew Season Tickets before October 4 will also be automatically entered to win a free trip to Germany to visit the Adidas headquarters and take in a Bundesliga match, courtesy of Adidas.
Season Ticket Members receive a number of benefits, including significant savings over single match tickets, discounts on both Whitecaps FC merchandise as well as Whitecaps FC Pub Partners, payment plan options, a dedicated online account manager that makes it easy to manage and transfer tickets, the first right of refusal on tickets for international friendlies and playoffs, and the ability to participate in the loyalty rewards program.
Fans save even more on Season Tickets by participating in their referral program. Refer friends to purchase Season Tickets during this window and on top of the 12% they receive off their season ticket package, Season Ticket Members will also receive an additional 6% commission, which will be credited to their account.
Click the image above to check out more info on the 12% Campaign!
PARTNERSHIP
With this, “cash is king” mentality in mind, the marketing team for the Vancouver Whitecaps was able to create different incentives within the program that helps keep current season ticket holders happy, as well as bring in new season ticket holders to the organization. The Whitecaps developed this program completely in-house as a way to drive season ticket sales as the season comes to a close.
 RESULTS
With the program going into its fourth year, the fans have had an overwhelmingly positive reaction to the 12% in 12 Days promotion. Prior to the Whitecaps running any kind of flash deal promotion, the normal renewal rate they saw was just over 60%. The first year they executed the promotion, that figure jumped to 78%. Each and every year after that, renewal rates have increased to the point where they sat above 90% in 2015.
LOOKING AHEAD
While the program has evolved to focusing more on developing new season ticket holders, renewals who purchased their season tickets under this promotion are still automatically gifted the 12% discount fans are looking to cash in on. As we get closer to the promotion, which will run for the 2016 campaign in late September, fans are eagerly anticipating being able to watch their Whitecaps while saving money all at once!
CONTACT
For more information, contact:
Colby Fackler, Director, Sales & Service, Vancouver Whitecaps
[email protected] | 604.669.9283 ext 2264
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ABOUT THE NATIONAL SPORTS FORUM
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THE NSF SALUTES
OUR PARTNER
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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 2017 NSF Conference and Trade Show will be held on February 12 - 14, 2017 in Minneapolis-St.Paul, MN. Visit www.sports-forum.com. |
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Ticket Galaxy joins the NSF as an Official Sponsor for the second time in 2017. 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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