We were delighted to be appointed by the ICC Champions Trophy Local Organising Committee in January 2013. The tournament organisers were seeking a data-driven sales and marketing strategy underpinned by powerful customer insights. The partnership was a very exciting prospect and as we began working with the Committee we issued the press release below:
Two Circles, a customer data consultancy, who specialise in enabling sports rights-holders to drive commercial growth has been appointed by the ICC Champions Trophy Local Organising Committee. The appointment is highly significant and indicates the strategic importance the Local Organising Committee is placing on creating great customer experiences for the cricket fan in 2013.
This will be an English cricketing summer and the ICC Champions Trophy 2013 will offer the chance to attend a global cricketing tournament bringing together the world’s best 8 one-day teams.
Two Circles will help develop a sophisticated ticket sales & marketing strategy. The data-driven strategy will profile existing and new cricket customer segments to identify who these customers are, what and when they will buy and the key barriers to purchase allowing marketing activity to be targeted & personalised. Two Circles will operate a data warehouse which will capture ticket transactions & campaign results allowing measurement & optimisation in real time. The project is designed to create great customer experiences and achieve ticket sales targets.
Tournament Director, Steve Elworthy commented, “The Olympics showed the importance of full stadiums and arenas to create the best atmosphere for top-class sport. Cricket will take centre stage in 2013 and we have to plan ahead to take full advantage of this opportunity and promote what a great day out the ICC Champions Trophy will be with capacity crowds. We are extremely confident that working with Two Circles will enable us to achieve that goal.”
Gareth Balch, Director of Two Circles said, “It is great to be given the chance to work on such an important global event and an exciting challenge for us. The new techniques and sophisticated tools that we will use to sell tickets should result in a groundbreaking approach to selling global tournament tickets. International cricket tournaments present a particularly unique challenge targeting the very wide range of fans that are passionate about the game.”
Two Circles is the leading exponent of data-driven marketing specialising in the sports marketing sector. The agency has worked very closely with major sports rights-holders such as Manchester City, the England and Wales Cricket Board, Harlequins, Ascot Racecourse and the Youth Sport Trust.
We met all key KPI targets as an extended part of the Organising Committee’s team. Look out for a full press release soon.