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NSF "Selling It..." Newsletter - Vancouver Whitecaps (Editor's Choice)

NSF "Selling It..."
November 9, 2016 | Volume 14, Issue 19
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EDITOR'S CHOICE:
VANCOUVER WHITECAPS KEEP FANS COMING BACK WITH 12% IN 12 DAYS CAMPAIGN
Whitecaps season ticket renewals at an all-time high thanks to anticipated annual promotion.
By: Mike Curtin
 
Vancouver Whitecaps
Click the image above to check out the Vancouver Whitecaps official website!

Alby Abalos


Dear Faithful Readers,
 
As you may already know, it’s award season at the National Sports Forum. Through the end of November, we receive tons of submissions for both our ADchievement and SAMMY Awards, which showcase outstanding game changing advertisements and ideas from across the sports industry.
 
Every other week through “Selling It…” we try to showcase game changing ideas, such as those we see through the ADchievement and SAMMY Awards, that could help your organization. This week we wanted to feature a story on an impressive campaign the Vancouver Whitecaps activated a few months ago to help sell more tickets and thank their loyal fans.
 
If your organization has a game changing idea worth sharing, we would love to see it submitted into the NSF Awards programs! Click HERE for more information on the ADchievement and SAMMY Awards.
 
Enjoy the read!
 
Cheers,
 
Alby Abalos
Marketing and Communications Manager
alby@sports-forum.com

P.S. - Don’t forget to stay engaged with us on social media! Follow @NatlSportsForum on Twitter and Instagram and like us on Facebook!

Vancouver Whitecaps

PROGRAM TITLE

"Vancouver Whitecaps: 12% Campaign"

OBJECTIVES

When Vancouver was granted the seventeenth Major League Soccer franchise on March 18, 2009 by MLS Commissioner Don Garber, the buzz around the city was electric. In preparation for their first MLS season, the Whitecaps brought in executive talent from around the world in order to fill the organization with world class experience. This not only helped create faith in the team amongst their supporters, but also drove fans to purchase season tickets to watch them play. After the Whitecaps won just one of their first twelve matches, leading to the firing of their manager mid-season, the front office knew it was going to be hard to get their fans back in the seats.
 
It was then the job of the front office and marketing department to come up with new ideas that would drive season tickets sales, as well as get existing season ticket holders to renew. After many internal discussions about the most effective way to offer discounts to their fans, the Vancouver Whitecaps developed a program in which both season ticket holders and more casual fans could capitalize on a flash deal that they would be more likely to cash in on.
 

PROGRAM DESCRIPTION

Triple Play
Initially beginning in 2012, Vancouver Whitecaps FC launched a limited-time special offer on Season Tickets. As a way to celebrate and thank fans for their growing support, those who purchase Season Tickets during a twelve-day window would receive 12% off their purchase.
 
Starting from $325, fans who purchase Season Tickets during the 12-day window will save up to 48% over those who buy tickets for individual matches. For this season’s promotion, those who purchase or renew Season Tickets before October 4 will also be automatically entered to win a free trip to Germany to visit the Adidas headquarters and take in a Bundesliga match, courtesy of Adidas.
 
Season Ticket Members receive a number of benefits, including significant savings over single match tickets, discounts on both Whitecaps FC merchandise as well as Whitecaps FC Pub Partners, payment plan options, a dedicated online account manager that makes it easy to manage and transfer tickets, the first right of refusal on tickets for international friendlies and playoffs, and the ability to participate in the loyalty rewards program.
 
Fans save even more on Season Tickets by participating in their referral program. Refer friends to purchase Season Tickets during this window and on top of the 12% they receive off their season ticket package, Season Ticket Members will also receive an additional 6% commission, which will be credited to their account.
.

Vancouver Whitecaps
Click the image above to check out more on the 12% Campaign!
 

PARTNERSHIP

With this, “cash is king” mentality in mind, the marketing team for the Vancouver Whitecaps was able to create different incentives within the program that helps keep current season ticket holders happy, as well as bring in new season ticket holders to the organization. The Whitecaps developed this program completely in-house as a way to drive season ticket sales as the season comes to a close.

RESULTS

With the program going into its fourth year, the fans have had an overwhelmingly positive reaction to the 12% in 12 Days promotion. Prior to the Whitecaps running any kind of flash deal promotion, the normal renewal rate they saw was just over 60%. The first year they executed the promotion, that figure jumped to 78%. Each and every year after that, renewal rates have increased to the point where they sat above 90% in 2015.

LOOKING AHEAD

While the program has evolved to focusing more on developing new season ticket holders, renewals who purchased their season tickets under this promotion are still automatically gifted the 12% discount fans are looking to cash in on. As we get closer to the promotion, which will run for the 2016 campaign in late September, fans are eagerly anticipating being able to watch their Whitecaps while saving money all at once!

CONTACT

For more information, contact:
 
Colby Fackler, Director, Sales & Service, Vancouver Whitecaps

cfackler@whitecapsfc.com | 604.669.9283 ext 2264


 
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ABOUT THE NATIONAL SPORTS FORUM
THE NSF SALUTES
OUR PARTNER
The National Sports Forum is the largest annual cross-gathering of the top team sports marketing, sales, promotions, and event entertainment executives from throughout the broad spectrum of teams and leagues in North America. The 2017 NSF Conference and Trade Show will be held on February 12 - 14, 2017 in Minneapolis-St.Paul, MN. Visit www.sports-forum.com. ReplyBuy
 
ReplyBuy enables professional teams, universities and venues across the country to connect in real-time with their fans via mobile and execute a purchase with a quick “reply” text message. Partners can deploy targeted campaigns on-demand, generate instant sales, capture fan data and track their results in real-time. ReplyBuy bridges the gap between marketing and mobile enabled sales in a way that makes sense for every fan.
 
Click Here to learn more!

 

 

 

 

 



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