Phoenix Suns2019-01-16T14:13:13-05:00

Project Description

Phoenix Suns:
How an NBA team used a ticket giveaway to grow their database and drive incremental revenue

Phoenix Suns:
How an NBA team used a ticket giveaway to grow their database and drive incremental revenue

8,146

NEW FANS ADDED TO THE DATABASE

$123K

IN INCREMENTAL REVENUE

640,000

IMPRESSIONS

Running a compelling ticket promotion to gather data

The Phoenix Suns gave away tickets to the Blue Moon suite for two home games. Using MVPaudience powered by Umbel, theyran campaigns on Facebook to promote the giveaways and used data collection tools to gather fan datain the process.

Collecting valuable fan contact information

The Suns collected data including demographics and brand affinities from the 8,146 fans who entered to win, but they also collected 4,600 phone numbers at a cost of $0.16 per lead, a key resource for their sales team.

“We’re collecting useful fan data, getting quality leads and selling tickets. We love it.“

CHRIS KAISER
Director Of Marketing & Brand Strategy
Phoenix Suns

Measuring the value of new fans in the database

Not only did the Suns grow their database by 8,146 fans, but they were able to attribute $124,733 in revenue to these fans over time. The campaign resulted in a $15.31 value per acquisition.

Driving incremental ticket sales from the promotion

As an added bonus, the Suns matched the profiles of people who entered to win tickets to the Blue Moon suite with the profiles of people who bought tickets to that specific game after the promotion. They discovered that the promotion resulted in 211 incremental tickets sold and $8,992 in revenue from people who didn’t win, but still ended up buying tickets to the game.

Download PDF

Running a compelling ticket promotion to gather data

The Phoenix Suns gave away tickets to the Blue Moon suite for two home games. Using Umbel, theyran campaigns on Facebook to promote the giveaways and used data collection tools to gather fan datain the process.

Collecting valuable fan contact information

The Suns collected data including demographics and brand affinities from the 8,146 fans who entered to win, but they also collected 4,600 phone numbers at a cost of $0.16 per lead, a key resource for their sales team.

“We’re collecting useful fan data, getting quality leads and selling tickets. We love it.“

CHRIS KAISER
Director Of Marketing & Brand Strategy
Phoenix Suns

Measuring the value of new fans in the database

Not only did the Suns grow their database by 8,146 fans, but they were able to attribute $124,733 in revenue to these fans over time. The campaign resulted in a $15.31 value per acquisition.

Driving incremental ticket sales from the promotion

As an added bonus, the Suns matched the profiles of people who entered to win tickets to the Blue Moon suite with the profiles of people who bought tickets to that specific game after the promotion. They discovered that the promotion resulted in 211 incremental tickets sold and $8,992 in revenue from people who didn’t win, but still ended up buying tickets to the game.

Download PDF
We use cookies on this site to enhance your user experience. If you continue, we assume that you consent to receive all cookies on our site. Ok