Two Circles, the data driven sports agency, has been working together with Marylebone Cricket Club (MCC) since 2011 to develop and improve the Club’s customer data management. During this time, Two Circles has built a bespoke data warehouse and developed new marketing tools for MCC. The key objective of the programme has been to help MCC continue to reinforce the position of Lord’s as the Home of Cricket across several marketing and sales platforms such as ticketing, hospitality, Debentures and retail.
Two Circles also provides data driven marketing consultancy to help MCC continue to move forward after an excellent summer which has seen bumper attendances at Lord’s and increased commercial returns on a number of levels.
The partnership has seen average T20 ticket sales increase by 86% since 2011 and record international sales. As MCC continues to outperform the market, Two Circles has extended their relationship with the Club across more areas of the prestigious cricket ground. Through a new customer-led approach to lead generation and pipeline management, MCC saw their 2015 International match day hospitality business grow by 31%. A similar approach to Long Term Boxes saw MCC sign two new multi-year agreements, with the 2015 campaign generating an ROI of £55:1.
Elly Cockcroft, MCC Head of Marketing, said, “Despite the unique heritage and tradition of MCC, it is vital that we continue to market ourselves effectively using the very latest strategies and technologies. Two Circles is helping the Club to bring customer insight to the forefront of the business and making data central to the marketing strategy.”
Phil Stephan, Director – Global Consulting at Two Circles, said, “We are proud to be going into the 6th year of our partnership with MCC. The Club offers a wide range of products and services to its customers and the challenge of developing an integrated data infrastructure, co-ordinated with customer insight and effective customer targeting and contact strategies is something we have enjoyed being a part of. Data marketing has matured significantly over the last few years and we look forward to applying the latest techniques to assist this great institution in their efforts to maximise commercial revenue and create great customer experiences.”