case study: executing a b2c campaign with a small team...
TRANSCRIPT
Philippe Dore
Senior Director, Digital Marketing
ATP World Tour
Case Study: Executing a B2C Campaign with a Small Team and Low Budget -Barclays ATP World Tour Finals Ticket Sale
Global sports brand
GlobalSportsIcons
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Utilize digital channels to bring awareness of the event; build consumer database and drive ticket sales.
Goal
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• Ownership risk
• Lack of consumer data, email list
• Low awareness of the event
• Inaugural event in London
• Player qualifications and scheduling process
• Discounting
Challenge
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Create a season-long digital lifecycle strategy and capitalize on the circuit to bring awareness to the event at key moments. Build up the event as the ‘Final Showdown.’
In other words…
Solution
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Sell Some $#W%@% Tickets!!
• 10 months (March – November)
• 75,000 recipients
• 20 Messages (28 when counting results messages)
2010 Email Campaign
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Data Capture
Subject Line:
Subject Line goes here
•Points Go here
• Event alerts• Simple form
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Barclays Window
Pre-Sale
Public Sale
UK Season Push
Player Qualifications
Summer Series
Fall Europe Push
Tournament Mode
Recap / Thanks
Digital Life Cycle
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Barclays Window
Pre-Sale
Public Sale
UK Season Push
Player Qualifications
Summer Series
Fall Europe Push
Tournament Mode
Recap / Thanks
Digital Life Cycle
Barclays Preferred Window
Subject: Exclusive Ticket Offer For Barclays Customers
Sent: 4,348Open Rate: 78%Clickthrough: 62%
Barclays Preferred Window (continued)
Subject: Last Chance To Jump The Queue
Sent: 5,438Open Rate: 56%Clickthrough: 25%
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Barclays Window
Pre-Sale
Public Sale
UK Season Push
Player Qualifications
Summer Series
Fall Europe Push
Tournament Mode
Recap / Thanks
Digital Life Cycle
Pre-Sale
Save-the-Date Message Subject: The Wait Is Almost Over
Pre-Sale
Prominent personalized code (i.e ‘you won!’)
Subject: Your Pre-Sale Tennis Tickets Now Available
One clear call-to-action
Social sharing extends reach
Sent: 66,180Open Rate: 35% (23,163)Clickthrough: 16% (10,589)
Tickets Sold: 14,137
Revenue: $1,001,500
Triggered Welcome Message (Pre-Sale)
Subject Line:
Subject Line goes here
•Points Go here
Subject: Welcome! Your Pre-Sale Tennis Tickets Are Ready
Sent: 1,944Open Rate: 78%Clickthrough: 67%
Pre-Sale (continued)
Subject Line:
Subject Line goes here
•Points Go here
Subject: REMINDER: Don't Miss Your Pre-Sale Tennis Tickets
Sent: 73,040Open Rate: 28%Clickthrough: 5%
Tickets Sold: 2,327
Revenue: $150,500
Friendly ‘reminder’ message
Pre-Sale (continued)
Subject Line:
Subject Line goes here
•Points Go here
Subject: Your Ticket PasscodeExpires in One Week; Vote and Win Prizes
Sent: 73,797Open Rate: 29%Clickthrough: 5%
Tickets Sold: 1,753
Revenue: $115,225
‘Warning’ message
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Barclays Window
Pre-Sale
Public Sale
UK Season Push
Player Qualifications
Summer Series
Fall Europe Push
Tournament Mode
Recap / Thanks
Digital Life Cycle
Public Sale
Subject: Tickets go on public sale today - act fast to buy!
Open Rate: 23%Clickthrough: 4%
‘urgency’ message
Tickets Sold: 1,893
Revenue: $147,500
Public Sale (continued)
Subject Line:
Subject Line goes here
•Points Go here
Subject: viagogo Agreement Announced; Watch The Best Of 2009
Newsletter style introduced.
Capitalize on key event with Roland Garros.
Added value to consumers
Triggered Welcome Message (Public Sale)
Subject Line:
Subject Line goes here
•Points Go here
Subject: Welcome! Your Tennis Tickets Are Ready
Sent: 2,433Open Rate: 65%Clickthrough: 28%
Combined Welcome Messages:Tickets Sold: 1,385
Revenue: $96,450
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Barclays Window
Pre-Sale
Public Sale
UK Season Push
Player Qualifications
Summer Series
Fall Europe Push
Tournament Mode
Recap / Thanks
Digital Life Cycle
UK Season Push
Subject: Enjoyed Wimbledon? Don't miss the world's best at The O2 in November
Capitalize on Wimbledon, Rafael Nadal.
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Barclays Window
Pre-Sale
Public Sale
UK Season Push
Player Qualifications
Summer Series
Fall Europe Push
Tournament Mode
Recap / Thanks
Digital Life Cycle
Player Qualifications
Player Qualifications
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Barclays Window
Pre-Sale
Public Sale
UK Season Push
Player Qualifications
Summer Series
Fall Europe Push
Tournament Mode
Recap / Thanks
Digital Life Cycle
Summer Series
$150,000
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Barclays Window
Pre-Sale
Public Sale
UK Season Push
Player Qualifications
Summer Series
Fall Europe Push
Tournament Mode
Recap / Thanks
Digital Life Cycle
Fall Europe Push
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Barclays Window
Pre-Sale
Public Sale
UK Season Push
Player Qualifications
Summer Series
Fall Europe Push
Tournament Mode
Recap / Thanks
Digital Life Cycle
Tournament Mode
Daily results
Order of play / tickets promotion
Value-added content surrounded the event
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Barclays Window
Pre-Sale
Public Sale
UK Season Push
Player Qualifications
Summer Series
Fall Europe Push
Tournament Mode
Recap / Thanks
Digital Life Cycle
Recap / Thanks
Cycle starts for upcoming year!
Tickets Sold by Channel (Online)
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0
5,000
10,000
15,000
20,000
25,000
30,000
Email Marketing Event Website ATPWorldTour.com Social Media
Ticket Revenue by Channel (Online)
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$0
$200,000
$400,000
$600,000
$800,000
$1,000,000
$1,200,000
$1,400,000
$1,600,000
$1,800,000
Email Marketing Event Website ATPWorldTour.com Social Media
Summary
Email marketing program at center of digital strategy and tickets sale
Lifecycle set for upcoming years
Preferred consumer concept (pre-sale) is biggest revenue driver with 77% of tickets from email.
Approx 23,500 tickets sold, $1.5M
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Serves as best practice for ATP events
Takeaways
Establish a strategy
Build quality list
Create your ‘preferred window’
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Always add value
Measure
Limit distractions
Philippe Dore
Senior Director, Digital Marketing
ATP World Tour
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