The brief
Pre-season tickets were not selling. Simple. We had to change that.
Our brief was to sell premium and general admission tickets to a pre-season friendly: Our team vs a top flight European side. Tickets are generally difficult for the club to sell during pre-season, and with many tickets left over in the week before the game, the challenge was to sell out the last 1000 tickets…
Strategy & Targeting
Strategy: Target less engaged portions of the fanbase to encourage them to purchase tickets to the game. Tickets always sell well amongst the die-hard members of the fanbase, but we looked at a broader audience to advertise to those who may have been on the fence about coming.
The cheaper ticket prices for this game made it easier to attract a more casual type of fan. To do this we focused on basket abandoners from previous ticket campaigns, as well as website visitors for several similar games. These audiences, comprised of fans who usually would not purchase match tickets, made up the bulk of our targeting.
Results
The headlines from the campaign are below:
£35,000
Revenue in just 6 days
22.8
ROAS
992
Purchases
