I am a huge New York Rangers hockey fan, so it pained me to watch the L.A. Kings beat up on the Blueshirts to win the NHL’s coveted Stanley Cup. I have to dislike the Kings to some extent based on that fact alone, but I also can’t just dismiss the team’s accomplishments in the past few years, both on and off the ice.
Off the ice, the Kings have a great CRM story to tell. Using Adobe Campaign, the team was able to score a digital marketing hat trick: increased revenue, retention, and fan loyalty. Using Adobe, the team brought greater automation and efficiency to its marketing operations, and centralizing fan data in Adobe Campaign has allowed the team to increase targeting sophistication.
In one campaign designed around the team’s holiday pack, properly segmenting fans generated more than $70,000 in revenue.
The Kings are also using Adobe Campaign to drive online season ticket renewals. As a result, renewals are up 10 percent to their highest level in team history.
When the team launched a new campaign to acquire fans from Twitter, it generated a 6 percent to 7 percent response rate, yielding hundreds of new contacts in its database.
Aaron LeValley, the team’s CRM director, says the greatest benefit from Adobe Campaign has been the ability to automate campaigns. “We are able to interact with our fans in real time with messaging that is appropriate for them rather than having to worry about manual campaigns,” he states.
In fact, the implementation has been so successful that the Kings’ parent company, Anschutz Entertainment Group (AEG), is planning to bring its Major League Soccer team, the L.A. Galaxy, onto the platform. I only hope it doesn’t yield the same results on the field. My fan loyalties couldn’t take another hit.