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.
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