Sporting Event Success Story: Professional Soccer Team Dominates Ticket Sales with Digital!Allison Gibson
A professional soccer team needed to boost Season tickets for their upcoming season as well as single game ticket sales throughout the year.
Our client is a professional soccer team that hosts over 30 games a year at a stadium that holds 7900 attendees. Previous media strategies for ticket sales included traditional tactics like TV and Radio. With a young and active fan base, digital media was going to be a focus for the upcoming season. The soccer team has an active Social Media presence and that would be the springboard to amping up awareness and driving sales. For Social Media a combination of News Feed ads were recommended using static images, video and carousel ads to showcase a variety of the excitement of professional soccer.
What is Paid Social Media?
Showing your display or video ads across all devices on Facebook and Instagram and on any of the Facebook advertising platforms
In the early phases of the season, Mobile Conquesting was utilized with several tactics: Address Targeting & Retargeting of past ticket purchaser’s database, geo-fencing and geo-retargeting of local places of interests like other sporting venues, family entertainment venues and geo targeting in the area to sports-enthusiasts. Mobile provided a ton of versatility to make past purchasers aware of the season and attract new ticket purchasers as well.
What is Mobile Conquesting?
Using location based, demographic, and behavioral targeting to reach consumers with display and video ads on their mobile devices. We can even “geo-fence” around your competitor’s locations or places of interest down to a 500 feet radius and then retarget those devices with ads.
Address Targeting and Address Retargeting is drawing hundreds or even thousands of tiny geo-fences around an address (business or residential) to serve ads to consumers on their mobile phones and tablets. Address Retargeting is continuing to serve ads to those same people when they leave their houses and use their mobile devices. Advertisers can target a list of current customers, past customers, or any type of first party database list they have collected. These ads can be mobile display or video ads.
As consumers spend more of their online time on smartphones and tablets, it’s important to include a mobile strategy in your digital marketing. The Mobile Conquesting product allows advertisers to use both location based targeting combined with demographic and behavioral targeting to reach desired consumers on their mobile devices.
Social Media and Social Mirror were added in to increase awareness and drive ticket purchasing online as the season began. To continue to build hype and awareness from game-to-game, Amazon video and OTT and Display Ads launched targeting sports fans, soccer fans and families with game highlights and clips and touting the next game in the schedule. Schedules were also flighted to start promote the next game in the schedule immediately after each game, as well as increased impression serve 3-4 days before each game.
Social Mirror was a natural addition since the brand is very active on Social Media. Social Mirror helps amplify this message by mirroring key posts and running it on other website and apps to the targeted audience.
What are Social Mirror ads?
Social Mirror ads look like your social media display or video posts but appear on other websites and apps, linking back to the social media platform and your website, and run across all devices using our targeting strategies. We are “mirroring” the EXACT look of your social post as an ad that runs on thousands of OTHER websites and apps, targeted just to the people you want to reach across all devices. Social Mirror ads can be done with any organic or paid posts from your business account on these 8 social media platforms: Facebook, Instagram, X (previously Twitter), LinkedIn, TikTok, Pinterest, Snapchat, or YouTube. Ads can be display, video, OTT across connected TVs or carousel.
With the amazing footage of in-game play and crowd participation video and OTT on Amazon gave the team added awareness to build ticket sales. Amazon Video and OTT ran on Amazon-owned properties like Twitch, Freevee and Fire TV as well as the thousand of high-end publishers Amazing has partnered with like ESPN, MLB, DIY Network, CNN and more. Amazon knows a lot of it’s users and partnership data. With 8 and every 10 home owners using Amazon, the Amazon family it is a great place to target sport lovers and soccer fans!
What are Amazon ads?
Using Amazon targeting data to reach people with your display, video, or OTT ads on Amazon.com, Amazon-owned properties and thousands of other websites and apps Amazon has partnered with, across all devices.
With a ton of sports fans constantly checking game highlights and sports scores online, digital display ads were also a part of the digital mix. The goal was to have a presence online as many places as possible that made sense leading up to each game. With Targeted Display, we offer campaigns that include Keyword Targeting, Behavioral Targeting, Retargeting and Artificial Intelligence (A.I.) Targeting designed to show your ads to the exact audience you want to reach, to deliver the right message on the right device at the right time. With thousand of categories to choose from we could target avid sports and soccer fans as well as families that enjoy live events and activities.
What are display ads?
Display ads go across all devices, appearing on websites or apps, using targeting strategies.
The 2022 Season was a HUGE Success! Overall, the CTR across all digital was .93% and Social Media saw as high as a 3.5% CTR. The campaign really gained momentum after two months and quickly saw a spike in ticket sale 72 hours before each game and shattered records of the most ticket sales sold to date. The Director of Ticketing shared,”100% of our media plan was dedicated to digital and the results showed! We attribute all our success to the advanced digital tactics combined with our compelling visuals and video! Next season will be a repeat of what we adopted in this Season!”