For a multibillion sports entertainment provider, Midtown Consulting Group (MCG) developed an end-to-end solution to enable the client to cross-sell and up-sell as well as attract new customers who had never attended an event.
Over the past few years, the supply of entertainment options has grown at a much faster rate than demand, forcing our client to become more competitive for each consumer dollar. The client desired a strategy and roadmap to institute pinpoint marketing.
The MCG team developed a strategy and roadmap utilizing the following approach:
- Identified what additional data should be collected from customers or appended to current customers in addition to existing transactional data which was likely to be highly actionable (e.g. favorite driver, demographic profile, birth date, etc.)
- Determined how to collect the data
- Used advanced analytic techniques to model and determine what variables were predictive of up-sell, cross-sell and new purchase
- Identified a comprehensive campaign management software solution (for email, postal mail and phone) to enable the execution of efficient and timely campaigns for new purchase, up-sell, and cross-sell
Upon the conclusion of one of its “marquis” events, an email campaign to promote merchandise was executed with its customers who had identified the winner of the event as their favorite driver. Client netted several million in additional merchandise sales that otherwise may not have been realized without the new end-to-end campaign management solution.