michelle novak - inma.orgwho created moneyball. stats and data are their lifeline ticket sales...
Post on 24-May-2020
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This all started with a phone call…“Hi Michelle, this is Louis Dalton from the front office of the St. Louis Cardinals, calling to introduce myself as your personal Cardinals contact …”
Building Relationships
Call center back in house
Multi-channel marketing
Calls | Emails | Direct Mail
360º Degree Customer
Profile
Unifies data across
all systems
Ticket sales
Merchandise
Social
& More
Cut Through The NoiseUnique use of social
• At events
• Contests
• Theme nights
• Players social media accounts
• Official and unofficial social pages
• Mommy bloggers
“Disruption is when you wake up and you realize you’re in trouble. And either you didn’t see the change coming or you saw the change coming and you didn’t do enough about it.”Starwood Hotels & Resorts Worldwide CEO Frits van Paasschen
STR Benchmarks Three Simple Data Points
1. Number of rooms available in your hotel?
2. How many were sold?
3. What did you make?
How’s It Going?
Occupancy Sun Mon Tues Wed Thur Fri Sat
Jun - 16 58.2 72.0 76.6 73.8 70.8 78.4 81.7
Jun - 17 58.1 72.3 77.2 77.1 71.2 76.7 80.7
DoubleTree Brand
Traditional Data
• Gender
• Age
• Race
Today’s Data
• Mindset
• Motivation for traveling
• Types of activities they engage in
Your Warm Cookie Awaits
We’re buying banners on websites where people research travel, but we’re also targeting them in places that are relevant to their lives: business travelers on news sites or sports fans on sports sites. Culinary sites also make a lot of sense for us.
Hilton’s Vice President of Global Marketing, H. Stuart Foster
True omnichannel presence:
“Customers don’t come to brands,
brands have to come to customers”
Alyssa Jarrett
Content Marketing Manager - Iterable
Welcome Message
And not just one email –
but a series
And not just one channel –but multiple touch points
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