Sports Marketing Machine Podcast 102 - Case Study: Minnesota Wild's Text Messaging Fan Engagement Strategy
In this podcast episode, Jeremy Neisser hosts Ben Hall and Bryant Hafemeyer from the Minnesota Wild, along with Amanda McGuckin Hager from TrueDialog, to discuss the impact of text messaging on fan engagement and ticket sales.
The conversation covers the selection of TrueDialog as a partner, the importance of a service-first approach in communication, the evolution of fan communication strategies, and the measurement of success in enhancing the fan experience.
The episode also delves into balancing service and sales through text messaging, highlighting the impressive ROI and conversion rates achieved through their campaigns. In this conversation, Jeremy Neisser engages with Amanda McGuckin Hager, Ben Hall, and Bryant Hafemeyer to discuss effective marketing strategies in sports, focusing on SMS marketing, conversion tracking, and upcoming promotional campaigns.
They explore the importance of planning and sophistication in marketing efforts, the significance of engaging single game buyers, and the innovative features of TrueDialog that enhance deliverability and customer engagement.
The discussion also highlights the differences between short codes and long codes in SMS marketing, emphasizing the need for effective list-building strategies and compliance with legal standards.
Takeaways
- Text messaging is crucial for real-time fan communication.
- True Dialogue's integration with Oracle Eloqua enhances marketing efforts.
- A service-first approach helps build a loyal fan base.
- Text messages are more likely to be seen than emails.
- Clear and concise messaging improves fan experience.
- Measuring success involves tracking repeat business and engagement.
- Balancing service and sales is an ongoing challenge. The sophistication of marketing planning can lead to better results.
- Inbound campaigns are essential for building a marketing list.
- Short codes provide better deliverability than long codes.
- Planning campaigns around events can maximize engagement.
- Using SMS marketing effectively requires understanding legal compliance.
- Innovative marketing strategies can improve fan experiences.
- Continuous learning and adaptation are key in digital marketing.
Chapters
00:00 - Introduction to Text Messaging in Fan Engagement
03:05 - Choosing TrueDialog: A Partnership for Success
06:01 - Service-First Approach: Enhancing Fan Communication
08:59 - Evolving Fan Communication Strategies
11:52 - Measuring Success: From Policies to Repeat Business
15:02 - Balancing Service and Sales in Text Messaging
18:13 - ROI and Conversion: The Power of Text Messaging
22:58 - Tracking Conversions and Marketing Sophistication
25:27 - Upcoming Campaigns and Promotions
27:57 - Engaging Single Game Buyers
30:05 - Inbound Campaigns and List Building
33:10 - TrueDialog's Innovations and Features
36:21 - Deliverability: Short Codes vs Long Codes
TrueDialog
Amanda from TrueDialog's contact info: ahager@truedialog.com & LinkedIn
Ben Hall from the Minnesota Wild - LinkedIn
Bryant Hafemeyer from the Minnesota
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