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Using Triggered Campaignsfor Targeted Messaging
Matt Griffin, Director, Sales & Marketing Operations
Boston Celtics
Monday, February 25, 2008
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Boston Celtics - Overview
Charter member of the NBA
Winning Tradition
Community Focused
One Property - Celtics
Garden Tenants
Global Brand
Regional Marketing Focus
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Customers - Bleed Green
Die-Hard Fan Base
Emotional purchase
Broad demographic appeal
Varied reasons for
attending games
CustomerSegmentation Strategy
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Economics – 800,000 Price Points
Other
Broadcast/Media
CorporatePartnerships
Tickets (Playoffs)
Tickets(RegularSeason)
Sources of Revenue
100%
0
20
40
60
80
100%
Percent of Tot
Variable Revenue/
Fixed Cost Business
Perishable Product
Variable Demand
Typical TeamRevenue Sources
Yield ManagementAnalysis
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1986
1987
1988
1989
1990
1991
1992
1993
1994
1995
1996
1997
1998
1999
2000
2001
2002
2003
2004
2005
2006
2007 YTD
72%70%
51%
63%68%
62%59%
39%43%
40%
18%
44%
23%
43%44%
60%
54%
44%
55%
40%
29%
81%
0
20
40
60
80
100%
W
i
n
n
i
n
g
P
e
r
c
e
n
t
Risk - You’re one trade away….
“Market on the fly”Sales Capabilities
Boston Celtics Winning Percentage(1986-87 to 2007-08 YTD)
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Driving Sellouts – Triggered Emails
Customer
Segmentation Strategy
Yield Management
Analytics
“Market on the fly”
Capabilities
Highly Effective TriggeredEmail Campaigns
+
+
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Case Study – Celtics vs. Nuggets
3,500 unsold seats… 30 days until tip-off
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Phase I – Targeted Email Campaigns
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Send Email CampaignTrack Click Throughs
Pull Mini Plan ClickersCreate Solicitation
Phase II – “Clicker” Conversions
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Celtics Win 119-114
Pierce – “The crowd really carried us”
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The Results
Multi-tiered email campaign
generated 2x returns over
standard email campaigns
Campaign helped drive
sales to near sellout
Initiative became standard
practice for games with the
same ticket buying patterns
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Nothing but Net!
24-58 record last year but
Celtics one of top NBA
teams selling tickets
online
League best practice
Celtics and Click Tactics
continue work to leverage
pre-determined
segments, dynamic
content and triggered
communications to yield
even better results for the
2007-08 selling season.
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Credits/Thank You
Matt Griffin, Boston Celtics
617-854-8038