We continue to enjoy working alongside Surrey County Cricket Club in a partnership that has yielded tremendous successes on a number of fronts. In February, we were proud to be announced as winners of the B2C Email Marketing category at the 2014 Data Strategy Awards for our work with the club in the lead up to the 2013 KIA Oval Ashes Test.
The judges said that the campaign “perfectly exploited [Surrey’s] brand heritage, product, timing and environment to produce responsive email communications with the ideal tone”.”
Below is the joint statement we released in February immediately after the conclusion of the campaign:
Two Circles, specialists in enabling sports rights holders to drive commercial growth through customer-centric marketing strategies, has just completed a major programme of work for Surrey CCC which has seen, for the first time in England, tickets for all 5 days of a Test Match selling out before Christmas.
Following on from the UEFA European Championships, Olympic and Paralympic Games in 2012, cricket is poised to take centre stage in 2013 as Australia comes to England for an eagerly awaited 5 Test Match Investec Ashes Series. Tickets were always going to be in great demand and knowing this Surrey CCC set Two Circles the challenge of using this demand to sell the tickets quicker than in previous years while at the same time using the opportunity to build the club’s membership and develop new customers.
Two Circles designed and executed a sophisticated membership campaign running in parallel with a Kia Oval Investec Ashes Ballot. The membership campaign was a data-driven, multi-channel, integrated, content-led campaign specifically designed to attract new club members. The Kia Oval Investec Ashes Ballot, the first Ballot ever run by the club, used the unique history and place that the ground and Surrey’s players have had in Ashes battles over 130 years to attract and maintain interest over a 12-week period.
The results were unprecedented. As well as selling all the tickets ahead of schedule, additional revenue from new members was well above campaign targets: this revenue alone has generated over 700% of the budget for the whole campaign. The ballot generated 46,000 applicants, the majority of which contained new customer data for Surrey CCC. The campaign drove unprecedented consumption of Surrey & Ashes content with email open rates never under 30% and peaking at 67%.
Commenting on the campaign, George Foster, Head of Marketing at Surrey, said; “We knew we would have high ticket demand and we wanted to find a way to use this demand and turn it into an asset which could deliver other new benefits to the club. Two Circles were the engine room for the campaign. We told them what we wanted to achieve and they created the concepts and ideas, managed any issues and delivered a great contact strategy”.
Gareth Balch, Director at Two Circles said; “Surrey’s pre-planning gave us the time to put a sophisticated and ambitious campaign together. This, over a 3-month period, further increased the already high ticket demand while at the same time accumulating invaluable data which will enable the club to develop significant new revenue streams in the long term”.
To read the initial announcement of our appointment by Surrey, click here, or to read more about the Data Strategy Awards, click here. We continue to work closely with the club as they make plans to deliver an even better cricketing summer at the Kia Oval in 2014. Watch this space.