Oakland Raiders’ Andy Rentmeester on Widgets
TM: What have you found to be one of the most important metrics for your widget?
AR: For us, we always look at dollars coming in the door. Our brand is well-known, so we’re less interested in doing marketing pieces that are just spreading the brand. We’ve got trackable links that go to our merchandise store … as well as our ticketing. Those are our two largest pieces of revenue we get throughout the year. Based on those tracking links, we know how many people are going from the widget and taking that wonderful path all the way to our purchase pages.
TM: Are you making sure you have content in the widget that supports purchasing?
AR: For year one, we didn’t do many things that were product-oriented—meaning, “Hey, check out the new jersey coming out.” It was more just focusing on what the team was doing … events and press releases throughout the year. But I know in year two, we want to look at getting out a few more product messages. And a lot of that has to do with us getting a little bit better at when we officially announce our merchandise offerings and “x” type of ticket packages going on sale, those types of things. We really want to integrate those more because we think that’s going to add more to the bottom line.
TM: How are you driving fans to know you have a widget?
AR: When we originally launched it, we did a contest around it, which I wouldn’t say is anything earth-shattering. But we sent [the message] out via an e-mail campaign. Our database is pretty robust, in terms of size. We really drove people that way, and I would say that’s how we got most of our initial views and people grabbing it. I think we offered a free signed helmet in the contest. That’s the easy way to do it.