Log In | Become a Member | Contact Us


Market Intelligence for Printing and Publishing

Connect on Twitter | Facebook | LinkedIn

Featured:     Industrial Print Analysis     European Coverage     Production Inkjet Analysis

Xerox's Toni Schottenhammer shares a NY Mets customer case study

Published on June 10, 2011

Toni Schottenhammer Market Development Manager for Xerox talks about their case study with the NY Mets and the challenge they faced filling in the seats in their new larger stadium.

Hi I’m Toni Schottenhammer, Market Development Manager for Xerox Corporation for our Graphic Arts and Industry Marketing Group.

I’m here today to talk to you about a great Xerox one-to-one lab program that we did as a test with our partner New York Mets. One of the things that New York Mets was challenged with is a brand new baseball field, city field. They went to a brand new field a couple of years ago which has a lot more seats so they were challenged because they’ve had challenging baseball results to fill those seats, so one of the focuses was on group ticket sales.

So what we did with the New York Mets is we developed a one-to-one personalize brochure piece to their marketing database. But what’s interesting is we test that against the mass market approach of how they used to market to the group ticket sales. We utilized data drivers such as a group type so that we can hone in on certain messaging for a Boy Scout group versus a business organization group. We use imagery that tied into a business group versus a Boy Scout group as an example. And one of the greatest things out of this particular program surely is the results. We increased their group ticket sales by over 80% utilizing that one-to-one approach and making it more relevant and customized to that individual. And on top of that, increasing the group ticket sales we, of course, increased the revenue by over 40%. Now that is homerun in New York Mets’ eyes.

Email Icon Email         

 

Post a Comment

To post a comment Log In or Become a Member, doing so is simple and free

 

 

Recent Videos

 

Video preview: Frank on Digital Textile Printing

Frank on Digital Textile Printing

Published: April 28, 2017

Frank bumps into David Manning, his oldest friend, at the Print Canada show. After high school, David went into the textile industry and Frank went into printing. Now their worlds have come together as printers use inkjet devices to print on fabric.

 

Video preview: Describe the Challenges You Want to Solve with Software

Describe the Challenges You Want to Solve with Software

Published: April 27, 2017

Our default reaction to talking about software is to try to describe the solution or a feature of the potential solution (e.g. drag and drop). Focus on telling the story of the CHALLENGE you are trying to solve - this is so much more helpful. What do you want to solve and who do you want to solve it for?

 

Video preview: Update on HP's JetFusion 3D Printing Solution from Steve Nigro

Update on HP's JetFusion 3D Printing Solution from Steve Nigro

Published: April 25, 2017

Steve Nigro, President of HP's 3D business, provides an update on HP's JetFusion 3D printing solution, which is now commercially available. After a period of hype, Nigro believes 3D printing is "frothing" again ... and talks about how 3D printing can fit into a graphic arts business, and what new skills are required. He also predicts what market growth will look like.

 

Video preview: What's Happening at ISA Expo 2017?

What's Happening at ISA Expo 2017?

Published: April 24, 2017

Richard Romano visits with ISA President & CEO Lori Anderson from the show floor to talk about the 2017 expo and breaking attendance records once again.

 

Video preview: Frank Visits Cal Poly's Shakespeare Museum

Frank Visits Cal Poly's Shakespeare Museum

Published: April 21, 2017

Frank goes back in time as he visits the Cal Poly Shakespeare Museum. Surrounded by modern printing technology, this collection is a time warp of how printing was in the past.

 

Video preview: After the Honeymoon of Selling Web-to-Print Program

After the Honeymoon of Selling Web-to-Print Program

Published: April 20, 2017

When you sell a web-to-print program, you have a brief honeymoon period that needs to be optimized. Stay focused on the business goals - get orders flowing through the system. Nobody wants to hear from a customer saying, its been six months and we've seen no value!

 

View More Videos

 

Become a Member

Join the thousands of printing executives who are already part of the WhatTheyThink Community.

Copyright © 2017 WhatTheyThink. All Rights Reserved