Marketing objective
To determine whether a percent-off offer would drive more sporting event ticket sales.
Mailing strategy/campaign
- 510,000 Tampa Bay area households were mailed
- “Save up to 50%” offer sent to half the circulation
- “Save up to $20” offer sent to other half
- A/B versions balanced by distance, demographics, consumer expenditures and consumer behaviors
Results
The percent-off offer drove:
- 73% of the Valpak tickets sold
- 74% of the Valpak ticket revenue
- Higher average sales than the dollars-off offer
Conclusion
Compared to the average U.S. household, the Valpak audience is:
- 22% more likely to have attended an MLB, NFL, NHL or NBA game in the last 12 months
- 25% more likely to have purchased online sporting event tickets in the last 12 months
- Projected to spend 27% more on sporting event tickets each year*
Advertising with Valpak is a great way to promote sporting events and drive attendance. When deciding what offer to use, this case study shows that percent-off offers drove more redemptions and led to higher average sales than dollars-off offers.
* Source: Nielsen (inc Scarborough and PRIZM) using current year projections
