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The Los Angeles Kings Shift Business Strategy From Ticket Sales to Fan Engagement

Thursday, June 19, 2014   (0 Comments)
Forbes (06/11/14) Jessop, Alicia

The Los Angeles Kings employed technology to bolster fan engagement after winning its first Stanley Cup in 2012. The Kings have rapidly met their season ticket sales goals, selling 12,307 season tickets for the current season and 13,082 for the 2014-2015 season. The team only sells non-premium season tickets, while premium tickets are sold by AEG Sports. Since the Stanley Cup victory, the Kings have concentrated on boosting sales of non-premium season tickets, selling a base of 10,000 this season and 10,800 for the 2014-2015 season. The team has applied digital strategies to increase ticket sales, working with Adobe in 2010 to understand fans' interests and purchasing habits and launching an email campaign with this goal in mind. "With the information we are able to receive through Adobe Campaign, we are able to see what kind of content our fans are engaging in," says AEG's Aaron LeValley. "We understand where they're visiting on our website. The goal is to create personalization." The Kings used Adobe Campaign to produce subscriber welcome campaigns, pre- and post-game communications, season ticket renewals, seasonal promotions, and lead cultivation. One insight was fans' use of mobile devices to consume information about the Kings, which drove the team to enhance its mobile app and feature content that meets individual fans' preferences.

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