TM: How do Cavs fans opt in for mobile marketing?
JR: There are actually three ways that they can opt in. They can visit us at cavs.com/mobile and enter their mobile number into a field, and they'll receive a bounceback message asking them, "Do you want to opt in to receive Cavs fan alerts?" They can also text in the word 'CAVS' to 42287. Or they can opt in when they sign up to be a Cavaliers Insider, which is our e-mail subscription service.
TM: Was the message different for season ticket holders vs. other opt-ins? How did you segment your list?
JR: Yes, there were different messages delivered depending on where the recipient fell within the list that we had. So we had one message that strictly went to our mobile text opt-in numbers. We had another message go to our season ticket holders. And we had a third message go to the potential buyers or season ticket holder purchasers for the 2009-2010 season.
TM: What other channels did the Cavaliers use to sell tickets?
JR: We use a variety of ways to sell season tickets. Now that it's in the off-season, our primary means is Cavs.com, as well as our social network CavFanatic.com. And then they can always call in to our 800 number ...
TM: What results did you see from the season ticket prospecting calls on July 2?
JR: From the first set of calls that were made ... 7,300 calls were made to prospective customers, and we made eight appointments off of them. Eighty-one people actually transferred to a ticket sales representative, and eight of them actually came in to visit with us [to buy] season tickets. ... As we move forward, we'll have a system set up to measure referrals that come in after this is done, with our new CRM system and the process of asking questions to the consumer when they call in.