case study: executing a b2c campaign with a small team...

Philippe Dore

Senior Director, Digital Marketing

ATP World Tour

Case Study: Executing a B2C Campaign with a Small Team and Low Budget -Barclays ATP World Tour Finals Ticket Sale

Global sports brand

GlobalSportsIcons

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Utilize digital channels to bring awareness of the event; build consumer database and drive ticket sales.

Goal

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• Ownership risk

• Lack of consumer data, email list

• Low awareness of the event

• Inaugural event in London

• Player qualifications and scheduling process

• Discounting

Challenge

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Create a season-long digital lifecycle strategy and capitalize on the circuit to bring awareness to the event at key moments. Build up the event as the ‘Final Showdown.’

In other words…

Solution

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Sell Some $#W%@% Tickets!!

• 10 months (March – November)

• 75,000 recipients

• 20 Messages (28 when counting results messages)

2010 Email Campaign

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Data Capture

Subject Line:

Subject Line goes here

•Points Go here

• Event alerts• Simple form

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Barclays Window

Pre-Sale

Public Sale

UK Season Push

Player Qualifications

Summer Series

Fall Europe Push

Tournament Mode

Recap / Thanks

Digital Life Cycle

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Barclays Window

Pre-Sale

Public Sale

UK Season Push

Player Qualifications

Summer Series

Fall Europe Push

Tournament Mode

Recap / Thanks

Digital Life Cycle

Barclays Preferred Window

Subject: Exclusive Ticket Offer For Barclays Customers

Sent: 4,348Open Rate: 78%Clickthrough: 62%

Barclays Preferred Window (continued)

Subject: Last Chance To Jump The Queue

Sent: 5,438Open Rate: 56%Clickthrough: 25%

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Barclays Window

Pre-Sale

Public Sale

UK Season Push

Player Qualifications

Summer Series

Fall Europe Push

Tournament Mode

Recap / Thanks

Digital Life Cycle

Pre-Sale

Save-the-Date Message Subject: The Wait Is Almost Over

Pre-Sale

Prominent personalized code (i.e ‘you won!’)

Subject: Your Pre-Sale Tennis Tickets Now Available

One clear call-to-action

Social sharing extends reach

Sent: 66,180Open Rate: 35% (23,163)Clickthrough: 16% (10,589)

Tickets Sold: 14,137

Revenue: $1,001,500

Triggered Welcome Message (Pre-Sale)

Subject Line:

Subject Line goes here

•Points Go here

Subject: Welcome! Your Pre-Sale Tennis Tickets Are Ready

Sent: 1,944Open Rate: 78%Clickthrough: 67%

Pre-Sale (continued)

Subject Line:

Subject Line goes here

•Points Go here

Subject: REMINDER: Don't Miss Your Pre-Sale Tennis Tickets

Sent: 73,040Open Rate: 28%Clickthrough: 5%

Tickets Sold: 2,327

Revenue: $150,500

Friendly ‘reminder’ message

Pre-Sale (continued)

Subject Line:

Subject Line goes here

•Points Go here

Subject: Your Ticket PasscodeExpires in One Week; Vote and Win Prizes

Sent: 73,797Open Rate: 29%Clickthrough: 5%

Tickets Sold: 1,753

Revenue: $115,225

‘Warning’ message

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Barclays Window

Pre-Sale

Public Sale

UK Season Push

Player Qualifications

Summer Series

Fall Europe Push

Tournament Mode

Recap / Thanks

Digital Life Cycle

Public Sale

Subject: Tickets go on public sale today - act fast to buy!

Open Rate: 23%Clickthrough: 4%

‘urgency’ message

Tickets Sold: 1,893

Revenue: $147,500

Public Sale (continued)

Subject Line:

Subject Line goes here

•Points Go here

Subject: viagogo Agreement Announced; Watch The Best Of 2009

Newsletter style introduced.

Capitalize on key event with Roland Garros.

Added value to consumers

Triggered Welcome Message (Public Sale)

Subject Line:

Subject Line goes here

•Points Go here

Subject: Welcome! Your Tennis Tickets Are Ready

Sent: 2,433Open Rate: 65%Clickthrough: 28%

Combined Welcome Messages:Tickets Sold: 1,385

Revenue: $96,450

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Barclays Window

Pre-Sale

Public Sale

UK Season Push

Player Qualifications

Summer Series

Fall Europe Push

Tournament Mode

Recap / Thanks

Digital Life Cycle

UK Season Push

Subject: Enjoyed Wimbledon? Don't miss the world's best at The O2 in November

Capitalize on Wimbledon, Rafael Nadal.

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Barclays Window

Pre-Sale

Public Sale

UK Season Push

Player Qualifications

Summer Series

Fall Europe Push

Tournament Mode

Recap / Thanks

Digital Life Cycle

Player Qualifications

Player Qualifications

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Barclays Window

Pre-Sale

Public Sale

UK Season Push

Player Qualifications

Summer Series

Fall Europe Push

Tournament Mode

Recap / Thanks

Digital Life Cycle

Summer Series

$150,000

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Barclays Window

Pre-Sale

Public Sale

UK Season Push

Player Qualifications

Summer Series

Fall Europe Push

Tournament Mode

Recap / Thanks

Digital Life Cycle

Fall Europe Push

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Barclays Window

Pre-Sale

Public Sale

UK Season Push

Player Qualifications

Summer Series

Fall Europe Push

Tournament Mode

Recap / Thanks

Digital Life Cycle

Tournament Mode

Daily results

Order of play / tickets promotion

Value-added content surrounded the event

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Barclays Window

Pre-Sale

Public Sale

UK Season Push

Player Qualifications

Summer Series

Fall Europe Push

Tournament Mode

Recap / Thanks

Digital Life Cycle

Recap / Thanks

Cycle starts for upcoming year!

Tickets Sold by Channel (Online)

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0

5,000

10,000

15,000

20,000

25,000

30,000

Email Marketing Event Website ATPWorldTour.com Social Media

Ticket Revenue by Channel (Online)

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$0

$200,000

$400,000

$600,000

$800,000

$1,000,000

$1,200,000

$1,400,000

$1,600,000

$1,800,000

Email Marketing Event Website ATPWorldTour.com Social Media

Summary

Email marketing program at center of digital strategy and tickets sale

Lifecycle set for upcoming years

Preferred consumer concept (pre-sale) is biggest revenue driver with 77% of tickets from email.

Approx 23,500 tickets sold, $1.5M

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Serves as best practice for ATP events

Takeaways

Establish a strategy

Build quality list

Create your ‘preferred window’

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Always add value

Measure

Limit distractions

Philippe Dore

Senior Director, Digital Marketing

ATP World Tour

pdore@atpworldtour.com

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