TWO NHL TEAMS ADD FANONE TO THEIR MARKETING AGENDAS
Philadelphia, PA (July 30, 2009) - Both the Washington Capitals and Ottawa Senators, of the National Hockey League, have added FanOne, the latest technological marketing advancement and independent division of New Era Tickets, to their marketing strategies for the upcoming 2009-10 season. In addition to being the capital cities of their countries, they are also revolutionary in registering with FanOne to improve their marketing outreach. New Era Tickets is a subsidiary of Philadelphia Flyers parent company, Comcast-Spectacor.
"Through implementing FanOne marketing technology and services, these two NHL teams expect to increase personalized interaction with current and prospective ticket buyers in an effort to grow their existing databases, retain customers and drive more sales," said New Era Tickets President Fred Maglione.
FanOne works with clients to better communicate with fans, automate programs based on consumer response, and measure results to show a Return on Marketing Investment (ROMI). FanOne is also ticketing system agnostic, so both teams will have a nightly direct feed from their ticketing systems into the marketing database to keep content up-to-date (the Capitals use Ticketmaster and the Senators use Paciolan for their ticketing). By partnering with FanOne, the Capitals and Senators will have the tools and strategic support to effectively manage their respective fan databases and leverage one-to-one marketing to send more relevant, timely, and personalized information to their fans. This type of highly targeted, data-driven marketing is proven to increase sales conversion rates.
The Capitals have begun implementing FanOne initiatives to automate a daily birthday program, develop robust lead generation and nurture campaigns, and increase personalization and data capture capabilities for communications sent to season ticket holders.
“FanOne will upgrade, automate, and streamline the Capitals marketing capabilities,” commented Tim McDermott, CMO for the Capitals. “The solution will help optimize our marketing efforts by automating processes, driving efficiencies, and creating an iterative learning process with A/B testing. All of this leads to a better experience for our customers and an increase in sales and retention.”
The Senators are planning on using FanOne technology and services to help drive their online season ticket renewals, to improve the level of customer service, send automated emails including breaking news, set up activity-based segmentation of their fan groups, and better report on marketing campaign results.
“Initially we were looking to partner with a company that specialized specifically in email marketing. But, after conversations with FanOne and reviewing their demo, we saw the larger possibilities that a multi-channel demand generation platform could provide,” commented Isabelle Perreault-Lachapelle, Marketing Director for the Senators. “We are very excited about this new partnership and expect great short-term and long-term results.”
“These two NHL franchises are intelligently investing their resources in digital marketing. It’s only a matter of time before more professional sports teams will be demanding the targeted execution and accountable results that digital fan marketing provides,” commented Maglione. “The team here can’t wait to get started working with the Capitals and Senators. Be on the lookout for some great success stories.”
About the Washington Capitals
The Washington Capitals are members of the Southeast Division of the Eastern Conference of the National Hockey League. They play their home games in the Verizon Center in Washington, D.C..
About the Ottawa Senators
The Ottawa Senators are members of the Northeast Division of the Eastern Conference of the National Hockey League. They play their home games at the 19, 153 capacity Scotiabank Place.
