The Giants have the enviable position of having direct access to purchaser data through a close relationship with the ticket vendor. This access provides deep insight into not only the ticket purchaser but also provides customer insight into purchasing patterns and demographics.
Accessible customer data was gathered from all available touchpoints and segmented to provide outreach to key segments:
- frequent single ticket purchasers
- season ticket holders
- lapsed season ticket holders
- single ticket purchasers
Outreach commenced well before the beginning of pre-season to remind customers of the upcoming season and surveying was implemented to validate the “family experience” as the core offering most sought by attendees.
In addition, the team and its marketing staff attend numerous pre-season community events – each event a high traffic opportunity where a CASL compliant data collection regime was implemented to further broaden outreach via email marketing.
Past online marketing efforts we sporadic and required a focused effort to drive brand message to the core purchaser – family’s looking for strong entertainment value. This focus was directed at geographic corridors where purchasers were most apt to reside, specifically within driving or transit commuting distance of the arena.
Heavy emphasis was directed at Facebook as it was determined early on that the core of Giants fans, sports fans and those seeking ‘family value’ entertainment offerings were receptive to offers within this high value social channel. Data collected from paid Facebook campaigning was used to validate paid placement decisions on a myriad of online properties including:
- Vancouver Is Awesome
- Vancity Buzz
- Business In Vancouver
- PostMedia online properties (Vancouver Sun & Province)
Multiple channels were commandeered to insure the prospective ticket buyer was touched multiple times along the purchase journey. Additionally, data insight from online campaigns was used to make informed decisions on traditional ad placements in local newspapers that service those key markets.
Introduction to the product offering and its value required long-form content initiatives that provided insight into the product, driving decision makers to make the Vancouver Giants a consideration in their household entertainment budget. Publications were chosen based on their subscriber base to ensure the right message was being disseminated to the correct audience.
Advertorial content was placed within a select group of publications, including Business In Vancouver, Vancouver is Awesome and Vancity Buzz.
These platforms delivered exceptional return when weighed against the cost and provided key insights. Prospects introduced to the offering in this manner were apt to take action and click thru ratios delivered exceptional results.