Tuesday, April 28, 2009

Flyers: Renewal Marketing Leads to Deeper Interest Profiling

In the case study on the 76ers, we'd talked about using a multi-channel campaign to build upon the emotional excitement of an NBA franchise. In doing so, however, the opportunity to build a much deeper understanding of exactly what each fan is most passionate about was not overlooked. In this case study, from Digital Body Language, the Flyers leveraged the digital body language insights to better understand which player each fan was most enthusiastic about.

This insight will be leveraged to deepen the emotional tie in future marketing campaigns by focusing communications on what each individual fan is most interested in. I hope you enjoy the read:

Flyers: Renewal Marketing Leads to Deeper Interest Profiling

The Philadelphia Flyers wanted deeper relationships with fans while also driving the highest possible rates of renewal for season-ticket holders. With careful planning, they were able to achieve both of these goals at once.

The team created personal URLs (PURLs) for each season ticket holder (such as http://www.myflyerstickets.com/johnsmith) and invited each customer to his/her personal site to complete the renewal process. On the personal page, personalized content and offers enticed the ticket holder to renew. But just as importantly, the Flyers began to build the basis for a direct online relationship with each fan.

The Flyers’s site contains rich information (including video) on players, stats, schedules, and the draft, and through the direct relationship with each season ticket holder that they have now built, the Flyers better understand each fan. By observing each customer’s unique digital body language as they look at stats, read up on players, and watch highlights, the Flyers can identify things such as favorite players and whether they prefer stats or highlight reel footage.
In upcoming seasons, the Flyers plan to leverage this rich base of knowledge based on the fans’ digital body language to continually strengthen and hone the message. Personalized video and audio messages from each fan’s favorite player and RSS feeds of stats and highlights tailored will deepen the team bond.

The Flyers increased online season-ticket renewals from 1% the previous year to 18%. Renewing online also allowed real-time processing so these numbers were available immediately to senior management opposed to the time lag that occurs with processing renewals manually. Of course, the Flyers were also able to deepen their understanding of their fan base and strengthen those relationships significantly.
Many of the topics on this blog are discussed in more detail in my book Digital Body Language
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Anonymous said...

Nice case study. I'm going to give it a mention in my Dialog Marketing blog. We do personalized URL campaigns and would love to get some Texas folks take advantage of this approach. Very nice.