using triggered campaigns for targeted messaging · 2016. 6. 20. · boston celtics winning...

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Using Triggered Campaignsfor Targeted Messaging

Matt Griffin, Director, Sales & Marketing Operations

Boston Celtics

Monday, February 25, 2008


2

Boston Celtics - Overview

Charter member of the NBA

Winning Tradition

Community Focused

One Property - Celtics

Garden Tenants

Global Brand

Regional Marketing Focus


4

Customers - Bleed Green

Die-Hard Fan Base

Emotional purchase

Broad demographic appeal

Varied reasons for

attending games

CustomerSegmentation Strategy


5

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


6

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)


7

Driving Sellouts – Triggered Emails

Customer

Segmentation Strategy

Yield Management

Analytics

“Market on the fly”

Capabilities

Highly Effective TriggeredEmail Campaigns

+

+



Case Study – Celtics vs. Nuggets

3,500 unsold seats… 30 days until tip-off


9

Phase I – Targeted Email Campaigns


10

Send Email CampaignTrack Click Throughs

Pull Mini Plan ClickersCreate Solicitation

Phase II – “Clicker” Conversions



Celtics Win 119-114

Pierce – “The crowd really carried us”


12

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


13

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.


14

Credits/Thank You

Matt Griffin, Boston Celtics

[email protected]

617-854-8038

using triggered campaigns for targeted messaging · 2016. 6. 20. · boston celtics winning...

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