The Galaxy Scores a Goal With Its Email Acquisition Program
Problem: The LA Galaxy, a Major League Soccer team, sought a new and fun way to generate fan interest and add subscribers to the team's email communications.
Solution: Arm interns with iPads to engage fans during games, encouring them to take advantage of special offers by opting in.
Results: The team has added more than 1,000 new fans to its database and is averaging an increase of 350 new subscribers per game.
Earlier this year, Major League Soccer (MLS) team the LA Galaxy decided it wanted to increase the number of its season ticket holders and email subscribers in a way its superstar David Beckham couldn't — by arming its interns with iPads at home games.
A big chunk of Galaxy's ticket sales come from group buyers, or people who come to the games in groups of three or more. With upwards of 5,000 fans coming as a part of a group, the Galaxy knows information such as name and email address of the person who bought the tickets — not anyone else in the group.
"For us the big challenge is: 'How do we get to know more of these people coming in the groups so we can target them and sell to them?'" asks Casey Leppanen, senior marketing manager for LA Galaxy.
The team decided to equip its interns with five iPads loaded with software from ExactTarget partner, FanMail Marketing, to gather this valuable information. During the Galaxy's home games, interns with the iPads ask spectators to sign up for email newsletters by offering a chance to win prizes such as an autographed jersey. Fans then fill out the form on the iPad offering up their name, phone number, and email address. Once the form is filled out, the fan gets a bounce back thank-you email. In that email, the team offers folks the chance to obtioan discounted tickets if they fill out one more survey with up to 10 questions like: Who is your favorite player? and so on.