Kyle Braatz, CEO
I am the co-founder of Netgen. When I am not initiating and stimulating creative ideas, I am training for triathlons or working on my charity: Typically Canadian. I am dedicated to living an adventurous life and using my fortunate experiences to help others.
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Are you the Tampa Bay Lightning’s Secret Weapon?
The TB Lightning have put together a really cool online marketing/sales campaign. The objective of the campaign is to intrigue loyal fans and connect with their emotions enough to want to purchase tickets. it is targeted to current TB fans, as no marketing campaign could ever make you switch loyalties and if it did you would not be a true fan.
The landing page of the site asks for some personal information, name and phone number. The biggest obstacle we face, as marketers, when putting campaigns like this together is actually getting people to participate. Customers want to know: What is in it for me? Is there enough curiosity or intrigue within the customer to have them provide this information?
This is where it is important to get creative and provide customers with an early message that evokes emotion or shows the benefits associated with participating.
Once information is filled in a video plays that shows the end of the second period. Smith and Malone have a discussion about the lack of important fans and Rick Tocchet offers to take care of it. He makes an important phone call urging you (if you put your phone number in) to join the team in their hunt for the stanley cup. They provide the option of connecting right away to a sales rep. Lastly your last name is highlighted on a TB jersey and they urge you to pass on the campaign to friends.
They connect with TB fans by showing a fan’s importance to the team’s success. As hockey fans our emotions run deep and our loyalty strong. Advising a fan that he is the secret weapon and that success is based on support can easily push them to finally make the plunge into season-ticket-ville.
They also add a very customized touch with Rick Tocchet making a call and your name being added to a TB jersey hanging in the locker room.
The call though is one of the most important aspects. It is one of the reasons this campaign can be so effective. That is the beauty of online and mobile promotions. The call to action can be acted on instantly unlike other promotions (direct mail, advertising etc). Rick gives you the option of pressing one and connecting to sales staff right away to purchase the tickets; it is so simple yet crucial to the success of the campaign.
Lastly they have the option of and motivate, through benefits offered, to pass it on; thus adding to the viral marketing effort that online can provide.
As a loyal Hab fan, if Jacques Martin called me and Price and Markov needed my help….I may just step to the plate and bite the bullet. Hockey fans are passionate and this passion can easily be converted to a sale if proper emotions are evoked and creativity is highlighted with online marketing campaigns.
