FOX Sports Ohio’s “Ticket Office Takeover” Huge Success in Driving Cincinnati Reds Ticket Sales
Throughout the 2012 Reds regular season, FOX Sports Ohio helped the Cincinnati Reds increase ticket sales by “taking over the ticket office”. During six select Reds games, FOX Sports Ohio announced the “Ticket Office Takeover,” a Reds ticket offer exclusively for viewers. While watching the game, fans learned of the ticket offer and were given instructions on how to take advantage it. Fans had to act fast, because it was an opportunity only available during the game telecast.
“The FOX Sports Ohio Ticket Takeover promotion has been a success with sales far exceeding our expectations, thanks in large to the high level of exposure FOX Sports Ohio provides through pre-promotion and during the sale," said Reds Vice President of Ticket Sales John Davis. “We look forward to seeing this program continue to grow in future seasons.”
During the 2011 regular season, FOX Sports Ohio did a similar initiative, called “Ticket Tuesday”.
When comparing Ticket Office Takeover in 2012 to Ticket Tuesday in 2011, the Reds saw dramatic percentage increases in two primary ticket sales benchmarks:
· “Tickets Sold” during promotional window – increased by 1,086% in 2012
· “Ticket Revenue” during promotional window – increased by 791% in 2012
In addition to Reds on-field performance this season, FOX Sports Ohio’s Marketing Director Alex Slemc also attributes this promotion’s success to a more aggressive, “act now” approach. With a more compelling promotion name, it helped communicate to fans that in taking over the Reds ticket office, the network was the one providing the free or heavily discounted ticket during that game only.
“The attractive offers and a stronger urgency to buy during the promotional window (pre-game show to the end of the game) were key,” stated Slemc.
The six Ticket Office Takeover dates and offers were:
· April 17 – 2 lower level tickets for $40 for April 24 game vs. Giants plus two free Reds caps
· May 15 – Buy one field box, mezzanine, or view level ticket to May 21, 22, or 23 game vs. Braves and get one free
· May 29 – $20 field box seats for June 5-7 series v. Pirates ($14 savings per seat)
· June 19 – Buy one field box or mezzanine ticket to June 26 game vs. Brewers and get same location free to July 15 game vs. Cardinals
· July 24 – $20 field box seats to July 30-31 games vs. Padres ($14 savings per seat)
· *August 21 – Buy one ticket to Sept. 3-5 game vs. Phillies and get one free
*This was the single most successful ticket promotional date in all FOX Sports Ohio’s team ticket promotions (including Cavs Box Office Buyouts), selling over 1,500 tickets in just over 3 hours.
No comments:
Post a Comment