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WHY DIRECT MAIL?
The Resurrection of Direct Mail
Direct mail is moving the sales needle for sports and entertainment organizations. There are several reasons why this old school medium is making a comeback for ticket sales departments:
Prospects are not receiving or responding to email. Emails are getting harder and harder to deliver. Even when you have a relationship with the intended party, your message might wind up in their spam folder or blocked by their server. Prospecting using email will produce very little, if any, success.
Lack of consumer phones: As consumers shut down their home phone and others add their number to the National Do Not Call Registry, there are less than 10% of households that you can call. You can mail to 100% of the prospects, including hot targets such as parents that have a child with an upcoming birthday, new movers, and sports fans.
Direct mail can be personalized. You can merge the company name and/or contact name onto the back of a jersey, locker, scoreboard, mascot sign, etc. This personalization gets the prospect’s attention and makes them more likely to respond to the offer. Relevant images that look like the prospect demographically can also be incorporated (families with young children see a picture that looks like them).
Return on Investment (ROI) Opportunity: You are mailing 5,000 personalized post cards to drive group and/or birthday party business. Let’s use $1.00 per mailer for printing, postage, and mailing list.
Investment = $5,000
Response Rate of 1% = 50 New Groups/Birthdays at $250 per new customer = $12,500/ROI = 2.5 to 1
Response Rate of 2% = 100 New Groups/Birthdays at $250 per new customer = $25,000/ROI = 5 to 1
The time is now to add direct mail as a prospecting touch point. Many teams and organizations have given up on direct mail because it did not produce results in the past. With the printing technology advancing so each card can be personalized, the opportunities are limitless: business season tickets, group outings, birthday parties, new movers, special event invitations, and premium seating. We also feel it makes sense to mail to past customers in an effort to upsell, renew, and win-back lapsed accounts.
Our Mission and Goals
Full House Sports Marketing started as a lead provider. Since our inception in 1998, we provided telemarketing leads, mailing lists, and email campaigns to our clients. “Here is your prospect list. Good luck.”
We wanted to be more involved—a ticket sales partner. We wanted to get in the trenches and have more control of the success of an entire campaign, not just how well the team did calling and mailing to the leads. We knew that if we could get something tangible and personalized in the hands of the prospect ahead of a phone call, we could drive inbound inquiries and at the same time, warm up the rep’s follow-up call. The occasional email campaigns that we were doing were not working as well and we knew that it was getting harder and harder to deliver a ticket sales advertisement into the inbox. We were always fascinated by the power of digital printing and how you could create a custom, one-to-one post card for each prospect. Personalized direct mail was our answer.
We knew we would get some pushback from our clients that had tried direct mail in the past and were convinced it didn’t work. Our goal became to resurrect direct mail as a powerful prospect medium to sell season and group tickets. As confidence in direct mail grows with more success stories, we feel it is smart to add mail as an additional touch point with past customers. That could come in the form of winning back former package buyers or upgrading a single game buyer. Your reps have called and emailed, but this additional touch point could be the difference in increasing ticket revenue.
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