際際滷

際際滷Share a Scribd company logo

CheckinLine - overview and case studies - team presentation

CheckinLine
CheckinLine

Outlines the CheckinLine concept and demonstrates the commercial outcomes for teams and sports properties through a series of case studies.

1 of 25
Download to read offline
Overview; Case Studies
What is CheckinLine? 2
Its more than just tickets! + = Incentive CheckinLine Engagement & Insight Fans will line up for just about anything on the CheckinLine platform, not just ticket sales: money cant buy experiences, merchandise, seat upgrades and sponsor offerings to name just a few. 3
Why a team should use CheckinLine to engage with their fans 4
There are four outcomes from a CheckinLine campaign: 1.CheckinLine creates a new asset for the team or property to monetize 2.We deliver detailed fan pro鍖ling and valuable leads from a pool of fans (CRM & social media) 3.We generate deep insights & fan segmentation analysis 4.We solve a legitimate queuing problem 5
CASE STUDY No.1 Creating a new asset to monetize through sponsors 6
CheckinLine monetized Australias largest sport propertys social media following, through a major sponsor campaign. Largest sports property in Australia One of the largest sports betting agencies in Australia 21 major sponsors 70,000 full or part season ticket holders 55,000 average crowds per game 214,000 Facebook fans CheckinLine Campaign Objective: Generate additional revenue streams by enabling deeper interaction between sponsor and fan. $1.6B turnover 300,000 Facebook fans 8,000 Twitter followers Major Sponsor of Collingwood FC CheckinLine Campaign Objective: Tune into Collingwood FC fans betting behaviors to generate insight and direct sales. 7
The Competition Incentives: 10 fans won 2 tickets to a game with sideline access and a commemorative photo 8 901 fans registered via a Social Media campaign 66% of fans engaged in the check-in process 7:02 minutes average time engaged per check-in
Results ≒ Extensive brand exposure over a number of days with a variety of Collingwood FCs fans ≒ A valuable database of real prospects that resulted in 35% sales conversion for the sponsor by way of targeted o鍖ers post campaign ≒ Key insights that directly in鍖uenced Sportsbets advertising strategy ≒ Collingwood FC unlocked a new revenue source via a social media o鍖ering for its sponsors 9
Were keen to 鍖nd out more about fans, why they like engaging with us and how we can better increase our market share. CheckinLine is valuable as it goes beyond the standard market research tools and games the experience. - Sportsbet 10
CASE STUDY No.2 Detailed fan pro鍖ling and lead generation 11
CheckinLine worked with Octagon and its Fan Passion DriversTM study to pro鍖le fans of an Australian Rules Football team The global sports marketing and talent representation agency of the Interpublic Group 30 years in the industry $3 billion in sponsorship spending managed and in鍖uenced 100,000 fans in their Passion Drivers database CheckinLine Campaign Objective: Create a team-speci鍖c Passion Drivers o鍖ering using CheckinLines unique method of fan engagement and data collection. 12 One of the wealthiest sports properties in Australia 8 major sponsors 100,000 Facebook fans 36,000 Twitter followers 60,000 full or part season ticket holders CheckinLine Campaign Objective: Pro鍖le fans based on AFL archetype and generate new sales leads.
How did we create thousands of detailed, quali鍖ed fan pro鍖les from one simple CheckinLine competition? Pro鍖les Incentive Segmentation Insight $$ Leads On the 鍖rst day of the CheckinLine competition, fans were asked 5 predictor questions, pro鍖ling them according to their Australian Football League (AFL) fan archetype.
Results 1051 Hawks fans were pro鍖led according to their Octagon AFL archetype in just one day (40% were new casual fan leads) Each archetype gives us insight into: - How each fan interacts with the game of AFL - Media preferences - Community involvement - Social interaction - What drives their passion for the game - Their overriding values - Demographics Hawthorn FC are now using this information to: - Increase season ticket sales - Customize fan communications - Acquire new sponsors and develop existing sponsor relationships 14
CASE STUDY No.3 Deep insights & fan segmentation analysis 15
Arizona State University wanted to know what triggers their passionate fans to go to gamesso we found out. One of the most innovative college athletics departments in the USA 170,000 Facebook fans 25,000 Twitter followers 100,000 fans on a database CheckinLine Campaign Objective: Engage fans and uncover what triggers game attendance 16 Campaign Strategy: -O鍖er money cant buy incentive to engage fans -Design check-ins around research objectives -Implement insights and segmentation into broader marketing strategies -Use CheckinLines own Values-based Fan Engagement Model for Research as the basis for data analysis and outcomes
When it comes to college athletics, the reward fans get from the game sits in four dimensions Extroverted, High Energy, Expressive THE THRILL OF THE GAME, THE THRILL OF THE BATTLE THE STATUS, PRESTIGE, ACCESS TO THE SUN DEVILS Collective, social, shared Individual, identity, personal ITS MY TEAM, ITS MY FAMILY JUST LOVE SPORT, ITS WHO I AM, WHAT I NEED Introverted, Control, Internal 17
For Sun Devil fans, being part of something special, something that is unique to them, is most important THE THRILL OF THE GAME, THE THRILL OF THE BATTLE THE STATUS, PRESTIGE, ACCESS TO THE SUN DEVILS Impact 1% Importance 6.3 Impact 35% 18 Importance 5.8 JUST LOVE SPORT, ITS WHO I AM, WHAT I NEED ITS MY TEAM, ITS MY FAMILY Importance Impact 33% 5.3 Impact 23% Importance 5.8 Interestingly at a broad level, the thrill of the game and winning (or losing) is not an important driver of fan engagement For these guys it is personal: ≒ A strong desire to show their support for the players and be part of the community (35%) ≒To be part of a special group, their tribe (33%) ≒And a love of sport itself (23%) From an engagement perspective, its about making it personal, not letting the team down. Showing fans that they are an important part of the teams fabric NB: results are unique to ASU and will vary for each team
609 fans registered 58% engaged 36% of engaged fans completed all 5 check-ins Total of 1,115 check-ins completed Through CheckinLine, we generated more data in one week than we have collected all year about our fans interests and a鍖nity - ASU CRM Manager 19
CASE STUDY No.4 Use CheckinLines unique queuing function to generate new revenue for a stadium 20
ANZ Stadium market tested CheckinLines SeatShareTM concept as a new revenue stream for 2014 The second-largest stadium in Australia Campaign Strategy: -Engage existing stadium members through CheckinLine to concept test a new membership model 80,000 seats 40+ major sporting and concert events each year -Identify niche market of fans interested in the CheckinLine SeatShare concept (time share for Hosted the 2000 Sydney Olympics premium seating) -Generate niche and conduct price sensitivity CheckinLine Campaign Objective: testing and marketing insight ready for launch Generate new revenue from unsold premium seating 21
The Concept Wed like to introduce you to a new concept for seating arrangements called SeatShare, where you share a block of premium seating with other fans and only use them for the games you want. Your SeatShare membership fee allows you to lock in 2 tickets to a game in the future. CheckinLine will then run an active standby list for each game to allocate the leftover seats not already taken by SeatShare members. If you want to go to a particular game, you'll register for that game and check-in if required (if demand outstrips supply). You will pay a set fee for each seat you use beyond the initial sign-up. 22
Results - 319 fans registered, 186 engaged, 50% of engaged fans completed all 5 check-ins - SeatShare concept tested extremely high on interest and excitement levels - A niche emerged of NEW casual fans with high disposable income & a genuine interest in the concept - Only 6% of which had any intention of even looking at a traditional stadium o鍖ering next year - ANZ Stadium are working with CheckinLine to roll out a 2014 pilot, using a block of 200 seats to generate over $1M in new revenue 23
CheckinLine is gami鍖ed, engaging and an extremely e鍖cient way to collect one-on-one data from fans - 66% of all fans who register for a competition will engage in the check-in process - When they do, 30% will complete ALL the checkins, regardless of the incentive - Each check-in generates an average of 4:42 minutes engagement per fan, per check-in 24
For more information, please contact Ben Flavel: ben@checkinline.com | (415) 230 0146

More Related Content

CheckinLine - overview and case studies - team presentation

  • 3. Its more than just tickets! + = Incentive CheckinLine Engagement & Insight Fans will line up for just about anything on the CheckinLine platform, not just ticket sales: money cant buy experiences, merchandise, seat upgrades and sponsor offerings to name just a few. 3
  • 4. Why a team should use CheckinLine to engage with their fans 4
  • 5. There are four outcomes from a CheckinLine campaign: 1.CheckinLine creates a new asset for the team or property to monetize 2.We deliver detailed fan pro鍖ling and valuable leads from a pool of fans (CRM & social media) 3.We generate deep insights & fan segmentation analysis 4.We solve a legitimate queuing problem 5
  • 6. CASE STUDY No.1 Creating a new asset to monetize through sponsors 6
  • 7. CheckinLine monetized Australias largest sport propertys social media following, through a major sponsor campaign. Largest sports property in Australia One of the largest sports betting agencies in Australia 21 major sponsors 70,000 full or part season ticket holders 55,000 average crowds per game 214,000 Facebook fans CheckinLine Campaign Objective: Generate additional revenue streams by enabling deeper interaction between sponsor and fan. $1.6B turnover 300,000 Facebook fans 8,000 Twitter followers Major Sponsor of Collingwood FC CheckinLine Campaign Objective: Tune into Collingwood FC fans betting behaviors to generate insight and direct sales. 7
  • 8. The Competition Incentives: 10 fans won 2 tickets to a game with sideline access and a commemorative photo 8 901 fans registered via a Social Media campaign 66% of fans engaged in the check-in process 7:02 minutes average time engaged per check-in
  • 9. Results ≒ Extensive brand exposure over a number of days with a variety of Collingwood FCs fans ≒ A valuable database of real prospects that resulted in 35% sales conversion for the sponsor by way of targeted o鍖ers post campaign ≒ Key insights that directly in鍖uenced Sportsbets advertising strategy ≒ Collingwood FC unlocked a new revenue source via a social media o鍖ering for its sponsors 9
  • 10. Were keen to 鍖nd out more about fans, why they like engaging with us and how we can better increase our market share. CheckinLine is valuable as it goes beyond the standard market research tools and games the experience. - Sportsbet 10
  • 11. CASE STUDY No.2 Detailed fan pro鍖ling and lead generation 11
  • 12. CheckinLine worked with Octagon and its Fan Passion DriversTM study to pro鍖le fans of an Australian Rules Football team The global sports marketing and talent representation agency of the Interpublic Group 30 years in the industry $3 billion in sponsorship spending managed and in鍖uenced 100,000 fans in their Passion Drivers database CheckinLine Campaign Objective: Create a team-speci鍖c Passion Drivers o鍖ering using CheckinLines unique method of fan engagement and data collection. 12 One of the wealthiest sports properties in Australia 8 major sponsors 100,000 Facebook fans 36,000 Twitter followers 60,000 full or part season ticket holders CheckinLine Campaign Objective: Pro鍖le fans based on AFL archetype and generate new sales leads.
  • 13. How did we create thousands of detailed, quali鍖ed fan pro鍖les from one simple CheckinLine competition? Pro鍖les Incentive Segmentation Insight $$ Leads On the 鍖rst day of the CheckinLine competition, fans were asked 5 predictor questions, pro鍖ling them according to their Australian Football League (AFL) fan archetype.
  • 14. Results 1051 Hawks fans were pro鍖led according to their Octagon AFL archetype in just one day (40% were new casual fan leads) Each archetype gives us insight into: - How each fan interacts with the game of AFL - Media preferences - Community involvement - Social interaction - What drives their passion for the game - Their overriding values - Demographics Hawthorn FC are now using this information to: - Increase season ticket sales - Customize fan communications - Acquire new sponsors and develop existing sponsor relationships 14
  • 15. CASE STUDY No.3 Deep insights & fan segmentation analysis 15
  • 16. Arizona State University wanted to know what triggers their passionate fans to go to gamesso we found out. One of the most innovative college athletics departments in the USA 170,000 Facebook fans 25,000 Twitter followers 100,000 fans on a database CheckinLine Campaign Objective: Engage fans and uncover what triggers game attendance 16 Campaign Strategy: -O鍖er money cant buy incentive to engage fans -Design check-ins around research objectives -Implement insights and segmentation into broader marketing strategies -Use CheckinLines own Values-based Fan Engagement Model for Research as the basis for data analysis and outcomes
  • 17. When it comes to college athletics, the reward fans get from the game sits in four dimensions Extroverted, High Energy, Expressive THE THRILL OF THE GAME, THE THRILL OF THE BATTLE THE STATUS, PRESTIGE, ACCESS TO THE SUN DEVILS Collective, social, shared Individual, identity, personal ITS MY TEAM, ITS MY FAMILY JUST LOVE SPORT, ITS WHO I AM, WHAT I NEED Introverted, Control, Internal 17
  • 18. For Sun Devil fans, being part of something special, something that is unique to them, is most important THE THRILL OF THE GAME, THE THRILL OF THE BATTLE THE STATUS, PRESTIGE, ACCESS TO THE SUN DEVILS Impact 1% Importance 6.3 Impact 35% 18 Importance 5.8 JUST LOVE SPORT, ITS WHO I AM, WHAT I NEED ITS MY TEAM, ITS MY FAMILY Importance Impact 33% 5.3 Impact 23% Importance 5.8 Interestingly at a broad level, the thrill of the game and winning (or losing) is not an important driver of fan engagement For these guys it is personal: ≒ A strong desire to show their support for the players and be part of the community (35%) ≒To be part of a special group, their tribe (33%) ≒And a love of sport itself (23%) From an engagement perspective, its about making it personal, not letting the team down. Showing fans that they are an important part of the teams fabric NB: results are unique to ASU and will vary for each team
  • 19. 609 fans registered 58% engaged 36% of engaged fans completed all 5 check-ins Total of 1,115 check-ins completed Through CheckinLine, we generated more data in one week than we have collected all year about our fans interests and a鍖nity - ASU CRM Manager 19
  • 20. CASE STUDY No.4 Use CheckinLines unique queuing function to generate new revenue for a stadium 20
  • 21. ANZ Stadium market tested CheckinLines SeatShareTM concept as a new revenue stream for 2014 The second-largest stadium in Australia Campaign Strategy: -Engage existing stadium members through CheckinLine to concept test a new membership model 80,000 seats 40+ major sporting and concert events each year -Identify niche market of fans interested in the CheckinLine SeatShare concept (time share for Hosted the 2000 Sydney Olympics premium seating) -Generate niche and conduct price sensitivity CheckinLine Campaign Objective: testing and marketing insight ready for launch Generate new revenue from unsold premium seating 21
  • 22. The Concept Wed like to introduce you to a new concept for seating arrangements called SeatShare, where you share a block of premium seating with other fans and only use them for the games you want. Your SeatShare membership fee allows you to lock in 2 tickets to a game in the future. CheckinLine will then run an active standby list for each game to allocate the leftover seats not already taken by SeatShare members. If you want to go to a particular game, you'll register for that game and check-in if required (if demand outstrips supply). You will pay a set fee for each seat you use beyond the initial sign-up. 22
  • 23. Results - 319 fans registered, 186 engaged, 50% of engaged fans completed all 5 check-ins - SeatShare concept tested extremely high on interest and excitement levels - A niche emerged of NEW casual fans with high disposable income & a genuine interest in the concept - Only 6% of which had any intention of even looking at a traditional stadium o鍖ering next year - ANZ Stadium are working with CheckinLine to roll out a 2014 pilot, using a block of 200 seats to generate over $1M in new revenue 23
  • 24. CheckinLine is gami鍖ed, engaging and an extremely e鍖cient way to collect one-on-one data from fans - 66% of all fans who register for a competition will engage in the check-in process - When they do, 30% will complete ALL the checkins, regardless of the incentive - Each check-in generates an average of 4:42 minutes engagement per fan, per check-in 24
  • 25. For more information, please contact Ben Flavel: ben@checkinline.com | (415) 230 0146