Within 5 months
of the start of The Mattis Group's campaign, 90% of
the premium seats were sold.
Premium
Seats
The Challenge
The Philadelphia Eagles were set to move into their new, state-of-the-art $512
million stadium for the 2003 National Football League season. Among the features
of the new Lincoln Financial Field were 10,000 premium club seats and 3,000
luxury suite seats. However, as of September 2002 only 10% of the premium seats
were sold. The Philadelphia Eagles engaged The Mattis Group to help sell the
remaining seats.
The Strategy
The Mattis Group started by strategically analyzing trends in the premium seating
marketplace, demographic profiles of Philadelphia Eagles' patrons, and consumer
behavioral decision making in the professional sports entertainment industry.
From this we created an integrated campaign consisting
of print, telephone, digital marketing, and direct mail; all with an emphasis
on the exclusivity and limited availability of the product.
The Media
•Direct Mail
•Email
•Print Advertising
•Telemarketing
The Results
Within 5 months of the start of the campaign, 90% of the premium seats were sold.
Email offers achieved an overall response rate of more than 5% with a whopping
25% open rate for current customers.
