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ports Industry Case Studies

Below you will find some example case studies:

NBA Team Customer Acquisition
Case Study 26

OVERVIEW
A winning NBA team wanted to lift sales of ticket packages during the regular basketball season. The main goals for this outreach campaign were to increase existing customer retention, increase brand awareness and attract new customers.

STRATEGY
The strategy for this client was a Drive-to-the-Call Center voice messaging campaign focused on persuading fans to buy in-season game packages. The decision was made to use a celebrity voice for familiarity and to increase brand awareness.

ACTION PLAN
One of the NBA team’s well known players recorded the voice message, since the use of a celebrity voice had proven to be very successful in similar sports campaigns in the past. The celebrity player used a straightforward approach in recording the message to convince people to purchase game packages. The celebrity also used the team “bandwagon” as a means to appeal to fans’ emotional need to not miss out on
their team’s “run to the World Championship”.

BENEFITS/RESULTS
The client received a 10% response rate which far exceeded the goal for their traditional direct mail campaign response rate. This campaign enabled the NBA team to significantly increase ticket sales and demonstrated the pull of a celebrity voice as well as the power of voice messaging as a medium.