The Minnesota Twins website doesn't miss a beat. I went to the site just after they clinched the division and they had an advertisement for postseason tickets. You can't just buy tickets, so what they offer is the ability to enter your name in a drawing to have the chance to buy tickets. Here's the brilliant part...they get all of your demo-graphical information as well as your email address and mailing address. A Marketers dream!!! Not only do they push a product that is in hot demand, but they are also able to promote next years season tickets and merchandise.
Marketers spend millions of dollars to make consumers aware of their products, and the Minnesota twins haven't spent an extra dollar and raised awareness in themselves and their sponsors. On the main page there is an interactive video that plays automatically of the highlights from the last game. It draws your attention fast (which is located just above a Dove ad) and then before you know it you're watching the next video.
The last thing that they do very well is Market merchandise. On the main landing page there is a Shirt/cap ad and under further review, if you click on different pages, you either get the Dove ad or the merchandise ad. it puts it on a side bar consistently and it;s not over bearing. Lastly i give mucho props for their design and ease of use. You can easily access just about anything you want, from single game tickets to statistics from historical years. The best way to Retain customers is to keep them satisfied and not wanting.
I do believe i criticized this site previously, but after comparing it to other MLB sites i have to say that i was in foul territory. (yeah i said it)
Show me the money! MLB and the Twins have to keep up with the other sports and try to drive additional revenue as quickly as possible. Just the other day Bud Selig was quoted as saying baseball should expand it's playoff format and add more teams. There can only be one reason for this $$$$. I am an old school baseball enthusiast and liked the old format of two teams per league but that would mean less revenue for baseball, TV and Radio.
ReplyDeleteYou're right on when you mention the value of demographic data. I'd love to see how they handle the NEXT step:
ReplyDelete- If you CAN buy tickets, how does that feel? (Am guessing people are thrilled)
- If you CANNOT buy tickets, how does that feel? (Wonder how they manage this; what do they say? Do they include any other perks/benefits?)
The latter experience could make -- or break -- a long-time fan...