Reno Aces2019-02-15T13:39:38+00:00

Project Description

Reno Aces:
How one MiLB team leveraged a holiday data acquisition campaign to generate 17X ROAS

3,311

NET NEW PROFILES ACQUIRED IN 2018

$82.4K

IN REVENUE FROM MVPaudience CAMPAIGNS

6.8X

AVERAGE CAMPAIGN RETURN ON AD SPEND

Offseason planning in full swing

The Reno Aces headed into the offseason with aggressive goals: adding 1,800 net-new fans, 1,200 new email opt-ins and 750 quality ticket leads to their database. To help them achieve this, they looked to MVPaudience’s acquisition campaigns to engage new and existing fans, while collecting rich first-party data to convert fans into ticket holders. Through the 6,432 fan profiles they had collected from 48 campaigns in 2018, they already had strong foundation to build on heading into the new year.

Discovering fan insights

The Aces leveraged MVPaudience’s acquisition campaigns to learn more about who is in the stands at Greater Nevada Field for each game. In December 2018, the Aces launched a “Season of Giving” acquisition campaign that provided fans with the chance to win an eight game mini plan. The Activation required fans to include their email, name and phone number, but had optional fields for their newsletter and a request for more information about Aces mini ticket plans. Overall, 275 people completed the activation and approximately 57% expressed interest in Aces Mini Plans. Those who did qualified as warm leads for the Ace’s sales team to contact.

76% of fan profiles that have been acquired via an Activation have shared brand affinity data.

One of their most successful activations involved giving away a themed Wizarding World jersey to increase subscriptions for their newsletter. A total of 648 people completed it and 53% of those respondents were net-new to their database.

HOLIDAY BUNDLE CAMPAIGN SNAPSHOT

716

WEBSITE CLICKS

29

CONVERSIONS

17X

RETURN ON AD SPEND

“This was the most successful ad campaign we’ve run on social in quite some time. It is our historical best with MVPaudience, and we’re in the offseason. To see our best ROAS in December…that’s crazy.”

-Vince Ruffino, Marketing Manager

Driving conversions & revenue

The Aces wanted to end 2018 on a high note and ran one final campaign in late December. This campaign promoted an Aces Holiday Bundle that included two Aces pint glasses, two free buffets, and eight games for less than $100. Using the insights extracted from their mini plan Activation, the Aces leveraged MVPaudience’s Digital Media Team to target fans across Facebook and Instagram who were likely to buy.

The campaign was a huge success. The Aces budgeted $500 for the campaign— $250 alloted for the 12 days leading up to Christmas and $250 alloted for the week following it. The campaign resulted in 29 conversions and generated $7,160 in revenue. In the week following Christmas, the campaign generated a 17X return on ad spend—one of the highest in the organization’s history. MVPaudience’s Digital Media team discovered that targeting users who engaged with the brand organically brought in the highest return.

In 2018, the Reno Aces launched 24 campaigns that resulted in 1,004 conversions and drove $82,409.60 in revenue for the organization.

Preparing for a successful season

The Aces are taking advantage of the offseason to ensure they are ready once Opening Day arrives. In the upcoming months, they are looking dig deeper into their fan data to grow their female audience segment and convert “curious fans” into ticket buyers. In addition, they are planning to leverage fan data to inform their theme night calendar and target segments that are indexing high for that specific theme. In the past, they have seen a high click-through rate for targeted theme night emails (up to a 31% open rate compared to their global average of 17%). As the season approaches, they are looking to build on their past accomplishments with more data-driven tactics to ensure continued regular season success.

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