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The Los Angeles Kings Score a Digital Marketing Hat-Trick: Greater Revenue, Retention, and Fan Loyalty

Neolane, Inc.
Neolane, Inc.

The LA Kings implemented Neolane and FanOne Marketing to increase revenue, retention, and fan loyalty. By integrating disparate fan data in Neolane, the Kings gained a 360-degree view of fans to personalize campaigns. This helped boost online season ticket renewals by 10% while maintaining a lean marketing team. Personalized campaigns in Neolane, like a targeted holiday pack promotion, increased revenue. Looking ahead, the Kings aim to leverage social media and lead scoring for new fan acquisition and sales optimization.

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The Los Angeles Kings Score a Digital Marketing Hat-Trick: Greater Revenue, Retention, and Fan Loyalty All-Star Team of Neolane and FanOne Marketing Help Stanley Cup Customer name: Los Angeles Kings Champions Increase Customer Knowledge and Deliver Personalized Fan Industry: Sports & Entertainment Experiences Owned by Anschutz Entertainment Like other professional sports teams, the Thanks to Neolane Group (AEG) the Los Angeles Kings are a LA Kings offer multiple products, including National Hockey League (NHL) franchise single game tickets, multi-game packs, and FanOne Marketing, founded in 1967. Overcoming seemingly group tickets, season tickets, merchandise, the LA Kings have insurmountable odds, the Kings won and more, said LeValley. Without a their first NHL Stanley Cup in 2012, single, comprehensive view of fans been able to increase becoming the first 8th seeded team in behavior and interests, we were limited revenue, retention, and NHL history to do so. in our ability to tailor these products to fan loyaltyand do so the right individuals or groups, and then Challenge: Disparate Fan Data engage them with targeted marketing while maintaining an and Limited Capabilities for messages. efficient, lean marketing Driving Targeted Messages team. Solution: Open Platform and Since winning the Stanley Cup, the Aaron LeValley, Powerful Personalization Engine LA Kings popularity has soared, with Director of CRM, LA Kings season tickets expected to sell out for Backed by Strategic Services the first time in their history. However, The LA Kings evaluated several marketing in Los Angeles, hockey has traditionally automation platforms against a specific BUSINESS NEED been challenged to compete with other set of criteria that included the ability The LA Kings sought to increase professional sports, including basketball to create a central marketing datamart; revenue, retention, and loyalty in a and baseball. track individual behavior and responses; competitive market by integrating multiple data sources and leveraging and execute automated cross-channel its customer intelligence to drive Thus, although the LA Kings have a campaigns that deliver personalized fan targeted, personalized marketing passionate core fan base, their marketing experiences. campaigns. department was tasked with finding ways to generate new sales while increasing Based on this evaluation, Neolanes RESULTS retention and loyalty in a competitive conversational marketing platform was market. When Aaron LeValley, Director chosen over other leading automation Enhance customer intelligence by creating a single, 360-degree view of CRM, joined the team in 2009, he platforms. The decision boiled down to a of fans began thinking about how they could few key factors, including Neolanes open work smarter through better customer API, personalization engine, cross-channel Increase revenues and ROI by delivering personalized knowledge and technology. capabilities, and future-proof platform, as experiences across channels well as the deep industry knowledge of At the time, the LA Kings were using CRM partner FanOne Marketing. Automate marketing campaigns, and email marketing tools provided by driving greater results while their ticketing vendor. Because the team Neolane and FanOne Marketing offered maintaining lean operations couldnt integrate multiple data streams the winning combination of robust Increase online season ticket (transactions, campaign responses, web technology powered by strategic services, renewals 10%, reallocating human behavior, forms, social media activity, explains LeValley. Neolanes open API resources to higher priorities etc.), they had a fractured and incomplete was crucial to integrating disparate data Build the database via social view of their fans. Moreover, the email sources and better understanding our fans. media, transforming anonymous tool offered limited segmentation and Plus, we knew the platform could support followers into addressable contacts personalization capabilities. our increasing marketing sophistication over time. Lastly, FanOne Marketings
Neolane and FanOne Marketing offered the winning combination of robust technology powered by strategic services. Neolanes open API was crucial to integrating disparate data sources and better understanding our fans. Plus, we knew the platform could support our increasing marketing sophistication over time. understanding of our business far exceeded that milestone is reached, marketing will other marketing service providers. focus on building a waiting list and keeping those fans engaged through multi-touch Results: Personalized Fan nurture campaigns. Experiences Drive Greater Thanks to Neolane and FanOne Marketing, Revenue, Retention, and Loyalty the LA Kings have been able to increase Drawing from their combined revenue, retention, and fan loyaltyand knowledgebase and partnership, the LA do so while maintaining an efficient, lean Kings and FanOne Marketing have worked marketing team, said LeValley. closely to design and execute marketing campaigns in Neolane, including subscriber Looking Forward: Social welcome campaigns, pre- and post-game Marketing, Lead Scoring, and communications, season ticket renewals, Tighter CRM Integration seasonal promotions, lead nurturing, and more. The platforms workflow engine has The LA Kings have begun exploring brought greater automation and efficiency ways to unlock value from their social to their marketing operations. Moreover, media audiences using Neolane Social centralizing fan data in Neolane has Marketing. For instance, the team launched allowed the team to increase targeting a campaign aimed at acquiring new fans sophistication, which has, in turn, boosted from Twitter. Followers received a Direct relevancy and results. Message with a contest; in order to enter to win, they had to complete a brief form For instance, the LA Kings developed a and provide their name, email, and Twitter behavior-based workflow for its holiday pack handle. campaign that automatically segmented individuals who exhibited behaviors for a The Twitter campaign generated a series of follow-up messages. The campaign 6-7% response rate, netting hundreds generated more than $70,000 in revenue, of new contacts in our database, notes with the second email doubling the revenue LeValley. The key is that we were able to of the first and the third email to clickers identify anonymous followers, make them generating the highest return per send. This marketable via other channels, and start campaign was launched within two months assigning them value. of implementation and showcased the To further optimize sales, the LA Kings effectiveness and a quick, positive ROI for are building a lead scoring model that LA Kings executives. incorporates demographic, transaction, and behavioral data to identify fans with Neolane, Inc. The LA Kings are also using Neolane to drive online season ticket renewals. In the highest propensity to buy. Plans are 275 Washington Street Third Floor, Newton, MA 02458 addition to sending targeted emails, the also underway to migrate to a new CRM Office: +1 617 467 6760 team has created a personalized URL and system that would allow for bidirectional Fax: +1 617 467 6701 microsite for each season ticket holder that synchronization with Neolane. Armed with info@neolane.com contains savings and benefits info along each fans score and complete interaction www.neolane.com with fun, engaging content. As a result of history, sales and service reps will be able to better prioritize their efforts and engage United States this initiative, online renewals are up 10% United Kingdom to their highest level, which has freed sales in informed conversations. France reps to focus on higher risk accounts. Nordics Based on the tremendous success the LA Thanks to greater marketing effectiveness Kings have had using Neolane, parent Neolane and the Neolane logo are trademarks or registered trademarks of Neolane Inc. in the United States and other plus a popularity boost stemming from the company AEG is planning to bring the LA countries. All other trademarks contained herein are the 2012 Stanley Cup, the LA Kings are on the Galaxy, of Major League Soccer, onto the property of their respective owners. verge of selling out of season tickets. Once platform. 息 2012 Neolane, Inc.

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The Los Angeles Kings Score a Digital Marketing Hat-Trick: Greater Revenue, Retention, and Fan Loyalty

  • 1. The Los Angeles Kings Score a Digital Marketing Hat-Trick: Greater Revenue, Retention, and Fan Loyalty All-Star Team of Neolane and FanOne Marketing Help Stanley Cup Customer name: Los Angeles Kings Champions Increase Customer Knowledge and Deliver Personalized Fan Industry: Sports & Entertainment Experiences Owned by Anschutz Entertainment Like other professional sports teams, the Thanks to Neolane Group (AEG) the Los Angeles Kings are a LA Kings offer multiple products, including National Hockey League (NHL) franchise single game tickets, multi-game packs, and FanOne Marketing, founded in 1967. Overcoming seemingly group tickets, season tickets, merchandise, the LA Kings have insurmountable odds, the Kings won and more, said LeValley. Without a their first NHL Stanley Cup in 2012, single, comprehensive view of fans been able to increase becoming the first 8th seeded team in behavior and interests, we were limited revenue, retention, and NHL history to do so. in our ability to tailor these products to fan loyaltyand do so the right individuals or groups, and then Challenge: Disparate Fan Data engage them with targeted marketing while maintaining an and Limited Capabilities for messages. efficient, lean marketing Driving Targeted Messages team. Solution: Open Platform and Since winning the Stanley Cup, the Aaron LeValley, Powerful Personalization Engine LA Kings popularity has soared, with Director of CRM, LA Kings season tickets expected to sell out for Backed by Strategic Services the first time in their history. However, The LA Kings evaluated several marketing in Los Angeles, hockey has traditionally automation platforms against a specific BUSINESS NEED been challenged to compete with other set of criteria that included the ability The LA Kings sought to increase professional sports, including basketball to create a central marketing datamart; revenue, retention, and loyalty in a and baseball. track individual behavior and responses; competitive market by integrating multiple data sources and leveraging and execute automated cross-channel its customer intelligence to drive Thus, although the LA Kings have a campaigns that deliver personalized fan targeted, personalized marketing passionate core fan base, their marketing experiences. campaigns. department was tasked with finding ways to generate new sales while increasing Based on this evaluation, Neolanes RESULTS retention and loyalty in a competitive conversational marketing platform was market. When Aaron LeValley, Director chosen over other leading automation Enhance customer intelligence by creating a single, 360-degree view of CRM, joined the team in 2009, he platforms. The decision boiled down to a of fans began thinking about how they could few key factors, including Neolanes open work smarter through better customer API, personalization engine, cross-channel Increase revenues and ROI by delivering personalized knowledge and technology. capabilities, and future-proof platform, as experiences across channels well as the deep industry knowledge of At the time, the LA Kings were using CRM partner FanOne Marketing. Automate marketing campaigns, and email marketing tools provided by driving greater results while their ticketing vendor. Because the team Neolane and FanOne Marketing offered maintaining lean operations couldnt integrate multiple data streams the winning combination of robust Increase online season ticket (transactions, campaign responses, web technology powered by strategic services, renewals 10%, reallocating human behavior, forms, social media activity, explains LeValley. Neolanes open API resources to higher priorities etc.), they had a fractured and incomplete was crucial to integrating disparate data Build the database via social view of their fans. Moreover, the email sources and better understanding our fans. media, transforming anonymous tool offered limited segmentation and Plus, we knew the platform could support followers into addressable contacts personalization capabilities. our increasing marketing sophistication over time. Lastly, FanOne Marketings
  • 2. Neolane and FanOne Marketing offered the winning combination of robust technology powered by strategic services. Neolanes open API was crucial to integrating disparate data sources and better understanding our fans. Plus, we knew the platform could support our increasing marketing sophistication over time. understanding of our business far exceeded that milestone is reached, marketing will other marketing service providers. focus on building a waiting list and keeping those fans engaged through multi-touch Results: Personalized Fan nurture campaigns. Experiences Drive Greater Thanks to Neolane and FanOne Marketing, Revenue, Retention, and Loyalty the LA Kings have been able to increase Drawing from their combined revenue, retention, and fan loyaltyand knowledgebase and partnership, the LA do so while maintaining an efficient, lean Kings and FanOne Marketing have worked marketing team, said LeValley. closely to design and execute marketing campaigns in Neolane, including subscriber Looking Forward: Social welcome campaigns, pre- and post-game Marketing, Lead Scoring, and communications, season ticket renewals, Tighter CRM Integration seasonal promotions, lead nurturing, and more. The platforms workflow engine has The LA Kings have begun exploring brought greater automation and efficiency ways to unlock value from their social to their marketing operations. Moreover, media audiences using Neolane Social centralizing fan data in Neolane has Marketing. For instance, the team launched allowed the team to increase targeting a campaign aimed at acquiring new fans sophistication, which has, in turn, boosted from Twitter. Followers received a Direct relevancy and results. Message with a contest; in order to enter to win, they had to complete a brief form For instance, the LA Kings developed a and provide their name, email, and Twitter behavior-based workflow for its holiday pack handle. campaign that automatically segmented individuals who exhibited behaviors for a The Twitter campaign generated a series of follow-up messages. The campaign 6-7% response rate, netting hundreds generated more than $70,000 in revenue, of new contacts in our database, notes with the second email doubling the revenue LeValley. The key is that we were able to of the first and the third email to clickers identify anonymous followers, make them generating the highest return per send. This marketable via other channels, and start campaign was launched within two months assigning them value. of implementation and showcased the To further optimize sales, the LA Kings effectiveness and a quick, positive ROI for are building a lead scoring model that LA Kings executives. incorporates demographic, transaction, and behavioral data to identify fans with Neolane, Inc. The LA Kings are also using Neolane to drive online season ticket renewals. In the highest propensity to buy. Plans are 275 Washington Street Third Floor, Newton, MA 02458 addition to sending targeted emails, the also underway to migrate to a new CRM Office: +1 617 467 6760 team has created a personalized URL and system that would allow for bidirectional Fax: +1 617 467 6701 microsite for each season ticket holder that synchronization with Neolane. Armed with info@neolane.com contains savings and benefits info along each fans score and complete interaction www.neolane.com with fun, engaging content. As a result of history, sales and service reps will be able to better prioritize their efforts and engage United States this initiative, online renewals are up 10% United Kingdom to their highest level, which has freed sales in informed conversations. France reps to focus on higher risk accounts. Nordics Based on the tremendous success the LA Thanks to greater marketing effectiveness Kings have had using Neolane, parent Neolane and the Neolane logo are trademarks or registered trademarks of Neolane Inc. in the United States and other plus a popularity boost stemming from the company AEG is planning to bring the LA countries. All other trademarks contained herein are the 2012 Stanley Cup, the LA Kings are on the Galaxy, of Major League Soccer, onto the property of their respective owners. verge of selling out of season tickets. Once platform. 息 2012 Neolane, Inc.