Phoenix Suns2019-02-19T12:31:00-05:00

Project Description

Phoenix Suns:
Driving qualified leads for high-priced ticket packages

Phoenix Suns:
Driving qualified leads for high-priced ticket packages

 4,224

PROFILES ACQUIRED FROM ONE ACTIVATION

OVER 90%

8 ACTIVATIONS WITH >90% NET NEW FANS IN 2018

21X

SINGLE CAMPAIGN ROAS

The complete view of their fan

The Phoenix Suns are focusing on acquiring first-party audience data to create a complete view of their fanbase. With this data, they’re launching hyper-targeted ad campaigns to drive ticket sales and arm their sales team with enriched insights about their prospects for individual, partial and full-season ticket packages.

Since partnering with MVPaudience, the Suns have assembled a database of 500,000+ fans—combining their existing data with newly acquired fan profiles to inform their marketing strategy and sales outreach.

“The leads we get from MVPaudience are strong and drive the needle for us.”

BLAKE LEWKOWITZ
Senior Marketing Manager of Revenue

Generating qualified leads

Part of the Suns lead-gen acquisition strategy revolves around the successful execution of enter-to-win campaigns. For these campaigns, the Suns launched sweepstakes with prizes ranging from seats in their Dos Equis Beer Garden to player and team merchandise that entices fans. In their “Committed to Rise Sweepstakes,” they gave away a signed Devin Booker jersey and collected 4,224 fan profiles in three weeks. Even better, 11.5% of respondents in that activation said they would like to be contacted by the Suns for season tickets.

Through these activations, the Suns collect not only name and emails, but also phone number and zip codes of all who submitted. This information—paired with demographic, social and behavioral in the platform—provides the Suns’ sales team with specific insights to leverage in their calls. With this information, their sales team can easily personalize which ticket package they are pitching based on the lead’s household income, geographical location and even brand affinities towards a specific player or opponent.

FLASH SALE CAMPAIGN SNAPSHOT

219K

IMPRESSIONS

1,623

WEBSITE CLICKS

219

CONVERSIONS

The Suns leveraged MVPaudience’s Digital Media Services Team for ad placement and targeting strategies.

Driving conversion & revenue

In addition to equipping their sales team with leads, the Suns also run hyper-targeted, high-performing ad campaigns with MVPaudience data. For example, at the start of 2018 the Suns launched a flash sale campaign on Facebook advertising discounted tickets for games in January and February. Using fan data from MVPaudience, they strategically targeted fans who were most likely to buy.

The campaign exceeded expectations and kicked the year off right for the organization. Overall, the campaign drove 1,623 website visits and 219 conversions—a 21X return on ad spend for that campaign alone.

Building on their success

The Suns are planning to dig deeper to discover even richer insights about their fans in the upcoming year. They’re satisfied with their data acquisition strategy from the last four years and will shift their attention to ensure they are capitalizing on how to leverage their fan data most effectively. They will be crafting hyper-specific profiles for those who bought different tiers of tickets to educate their paid media and sales teams on how to most effectively market and sell to those buyers.

Download PDF

The complete view of their fan

The Phoenix Suns are focusing on acquiring first-party audience data to create a complete view of their fanbase. With this data, they’re launching hyper-targeted ad campaigns to drive ticket sales and arm their sales team with enriched insights about their prospects for individual, partial and full-season ticket packages.

Since partnering with MVPaudience, the Suns have assembled a database of 500,000+ fans—combining their existing data with newly acquired fan profiles to inform their marketing strategy and sales outreach.

“The leads we get from MVPaudience are strong and drive the needle for us.”

BLAKE LEWKOWITZ
Senior Marketing Manager of Revenue

Generating qualified leads

Part of the Suns lead-gen acquisition strategy revolves around the successful execution of enter-to-win campaigns. For these campaigns, the Suns launched sweepstakes with prizes ranging from seats in their Dos Equis Beer Garden to player and team merchandise that entices fans. In their “Committed to Rise Sweepstakes,” they gave away a signed Devin Booker jersey and collected 4,224 fan profiles in three weeks. Even better, 11.5% of respondents in that activation said they would like to be contacted by the Suns for season tickets.

Through these activations, the Suns collect not only name and emails, but also phone number and zip codes of all who submitted. This information—paired with demographic, social and behavioral in the platform—provides the Suns’ sales team with specific insights to leverage in their calls. With this information, their sales team can easily personalize which ticket package they are pitching based on the lead’s household income, geographical location and even brand affinities towards a specific player or opponent.

FLASH SALE CAMPAIGN SNAPSHOT

219K

IMPRESSIONS

1,623

WEBSITE CLICKS

219

CONVERSIONS

The Suns leveraged MVPaudience’s Digital Media Services Team for ad placement and targeting strategies.

Driving conversion & revenue

In addition to equipping their sales team with leads, the Suns also run hyper-targeted, high-performing ad campaigns with MVPaudience data. For example, at the start of 2018 the Suns launched a flash sale campaign on Facebook advertising discounted tickets for games in January and February. Using fan data from MVPaudience, they strategically targeted fans who were most likely to buy.

The campaign exceeded expectations and kicked the year off right for the organization. Overall, the campaign drove 1,623 website visits and 219 conversions—a 21X return on ad spend for that campaign alone.

Building on their success

The Suns are planning to dig deeper to discover even richer insights about their fans in the upcoming year. They’re satisfied with their data acquisition strategy from the last four years and will shift their attention to ensure they are capitalizing on how to leverage their fan data most effectively. They will be crafting hyper-specific profiles for those who bought different tiers of tickets to educate their paid media and sales teams on how to most effectively market and sell to those buyers.

Download PDF
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