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Dodger Case Study.indd by svo89594

VIEWS: 8 PAGES: 10

									CASE STUDY: LOS ANGELES DODGERS
PERSONALIZED MAILERS AND WEBSITES

OBJECTIVE:
INCREASE SALES AND LEAD GENERATION
FOR STADIUM PREMIUM SEATING.

SOLUTION:
CREATION AND DEVELOPMENT OF PERSONALIZED
MAILERS AND WEBSITES FOR TOP PROSPECTS TO

• INCREASE RESPONSE RATE / NEW SALES LEADS
• INCREASE GROSS SALES
• INCREASE THE LEAD AQUISITION RATE
• INCREASE SALES OF RELATED GOODS




                                             CONFIDENTIAL: This Document and the proprietary information
                                                 contained within is PROPERTY OF Ambient Solutions, Inc.
SAMPLE PROSPECT PROFILE (1)
                                                      - Submitted information while attending
                                                        a game as a guest in a Premium Suite.

                                                      - Her information was submitted for the
                               Kara                     exchange of a Dodger promotional item.
                               Mooney
                        Address: 4421 Colorado Ave.
                                  Pasadena, CA
                                  91105
                 Email Address: kara@parsons.com
       Current Premium Client: No
 Current Season Ticket Holder: No
                    Occupation: VP of Sales
                      Company: Parsons
                 Visits per Year: 2
         Attended Dugout Club: No
      Attended Stadium Suites: Yes
       Utilized Meeting Rooms: No
     Premium Seating Referral: Friend
Interested in Premium Seating: Yes
Suite Holder at Another Venue: Yes
                 Favorite Player: Eric Gagne
                            Age: 32
                 Married/Single: Married
                            Kids: N/A




                                                                                CONFIDENTIAL: This Document and the proprietary information
                                                                                    contained within is PROPERTY OF Ambient Solutions, Inc.
PHASE 1                                                 1      CUSTOMIZATION (WITH THEIR
                                                               NAME) THROUGHOUT THE PIECE
                                                                                                                                                                                       2         WITH EACH PRINTED PIECE A
                                                                                                                                                                                                 CODE NUMBER IS GIVEN TO
                                                                                                                                                                                                                                                                                3        HIGHLIGHTING HIS / HER NAME
                                                                                                                                                                                                                                                                                         HELPS DRAW ATTENTION TO
                                                               TO ATTRACT ATTENTION AND                                                                                                          EACH PERSON TO BE USED AS                                                               THEIR PERSONALIZED WEBSITE
                                                               CREATE A MORE PERSONAL FEEL.                                                                                                      A CODE FOR LOGGING ON TO                                                                ENDEARING THEM TO THE
                                                                                                                                                                                                 THEIR PERSONAL SITE.                                                                    PROGRAM.




                                 Kara
                                 Mooney
                          Address: 4421 Colorado Ave.
                                    Pasadena, CA
                                    91105
                   Email Address: kara@parsons.com
         Current Premium Client: No
   Current Season Ticket Holder: No
                      Occupation: VP of Sales
                        Company: Parsons
                   Visits per Year: 2
                                                                                                                        For a private tour visit:
                                                                                                               www.ladpremium.com/KARA.MOONEY                                                1 3
           Attended Dugout Club: No                                                                                               or call 323.224.1320
        Attended Stadium Suites: Yes
         Utilized Meeting Rooms: No
       Premium Seating Referral: Friend
  Interested in Premium Seating: Yes
                                                            lad00001
                                                                          2
  Suite Holder at Another Venue: Yes
                   Favorite Player: Eric Gagne
                              Age: 32
                   Married/Single: Married
                              Kids: N/A
                                                                                                     �         Dugout Club: The Best Seats in Baseball. Period.                                     �
                                                                       First things first, you’ll have to act soon because these seats are going fast.   Dugout Club is all-inclusive. Your guests will be taken care of even if
                                                                       The Dugout Club is, simply put, the most intense one-on-one baseball              you’re not there to host them yourself. Amenities include access to a
                                                                       experience you can have this side of the backstop — so close you can              private club, impeccable cuisine prepared by Wolfgang Puck chefs and
                                                                       actually hear the hiss of a fastball. In fact, you’ll be closer to home plate     Levy restaurants, complimentary in-seat food service and exclusive
- A CUSTOMIZED LETTER FROM THE EXECUTIVE                               than the pitcher. In addition to being right on top of the action, the            parking privileges.

  STAFF OF THE DODGERS.

- A CUSTOMIZED BROCHURE WITH THEIR NAME
  AND INTRODUCING THEIR OWN PERSONAL
  LA DODGERS PREMIUM SEATING WEBSITE.

                                                                           �                                                                                                                                                       �       Dodger Stadium Suites. Luxury and Comfort for the Ultimate Sports Experience.                                                       �
                                                                                     Flexibility. Combine Dugout Club and Stadium Suites in the Same Package.                                                         �
                                                                       Truly the best of both worlds, we now offer you the ultimate                      Club or the comfortable group atmosphere of a spacious Stadium Suite,     A Dodger Stadium Suite is the perfect way to enjoy a game with              Suite. Perks include the best parking at Dodger Stadium, private
                                                                       entertainment package in all of sports — the Dodger Premium Seat                  you now have the ability to take advantage of both. Customize the         15 to 30 of your most vital V.I.P.s. For new business development, client   concourses, a fully operational business center, three conference rooms
                                                                       Package. Now you can rest assured you’ll have the best seats to every             perfect hospitality package to meet your specific needs. But don’t just   retention or employee appreciation, there’s no better way to interact       and a complete concierge staff at your service. Impeccable service,
                                                                       game. T ailor your own premium hospitality package by combining the               take our word for it. We sincerely recommend that you see them for        with all of your important guests at one time than in a Dodger Stadium      luxurious space and a Dodger game. It doesn’t get any better than this.
                                                                       Dugout Club and Stadium Suites, to precisely meet your entertainment              yourself. Call today and arrange a private tour to see exactly what we
                                                                       needs. Whether it’s the one-on-one, electric experience of the Dugout             mean when we say “best seats in baseball.”


                                                                                               Fo r a private tour call: 323.224.1320 or visit:                                                                                                                  www.ladpremium.com/KARA.MOONEY                                                          1 3


                                                                                                                                                                                                                                                                                                 CONFIDENTIAL: This Document and the proprietary information
                                                                                                                                                                                                                                                                                                     contained within is PROPERTY OF Ambient Solutions, Inc.
PHASE 2


THE SITE IS DESIGNED WITH THE SAME
LOOK AND FEEL AS THE PREVIOUS MAILING
CAMPAIGN.

EACH WEBSITE HAS A SECURITY FEATURE
WHICH REQUIRES A PERSONALIZED CODE
NUMBER TO ENTERED FOR LOG IN.
(THE PERSONALIZED CODE WAS PRINTED
ON THE INITIAL MAILING.)




                                        CONFIDENTIAL: This Document and the proprietary information
                                            contained within is PROPERTY OF Ambient Solutions, Inc.
                                                                   1       CUSTOMIZATION (WITH THEIR                                                                    2   HAVING ATTENDED A GAME IN A                              3             VARIABLE MESSAGE TO FIT THE
PHASE 3                                                                    NAME) THROUGHOUT THE PIECE
                                                                           TO ATTRACT ATTENTION AND
                                                                                                                                                                            SUITE, AN IMAGE FROM A SUITE
                                                                                                                                                                            IS SHOWN ON THE FRONT OF THE
                                                                                                                                                                                                                                                   VARIABLE IMAGE BASED OFF OF
                                                                                                                                                                                                                                                   HER EXPERIENCE
                                                                           CREATE A MORE PERSONAL FEEL.                                                                     MAILER.



                                                           1
                                                                Kara,

                                Kara                                            2
                                Mooney                                                       3
                         Address: 4421 Colorado Ave.
                                   Pasadena, CA
                                   91105
                  Email Address: kara@parsons.com
        Current Premium Client: No
  Current Season Ticket Holder: No
                     Occupation: VP of Sales
                       Company: Parsons
                  Visits per Year: 2
          Attended Dugout Club: No
       Attended Stadium Suites: Yes
                                                                                                                                                                                                       1
        Utilized Meeting Rooms: No                                                           Visit your personal premium experience home page at: www.ladpremium.com/KARA.MOONEY
      Premium Seating Referral: Friend
 Interested in Premium Seating: Yes
 Suite Holder at Another Venue: Yes
                  Favorite Player: Eric Gagne                                                                                                                                                 Los Angeles Dodgers
                                                                                                                                                                                              1000 Elysian Park Ave.               Presorted Std

                             Age: 32                                                                                                                                                          Los Angeles, CA 90012
                                                                                                                                                                                                                                    US Postage
                                                                                                                                                                                                                                       Paid
                                                           � Dodger Stadium Suites. Luxury and Comfort for the Ultimate Sports Experience. �                                                                                       Permit #104
                  Married/Single: Married
                                                                                                                                                                                                                                                       HIGHLIGHTING HIS / HER NAME
                                                                                                                                                                                                                                  San Dimas, Ca


                             Kids: N/A
                                                                                                                                                                                                                                                       HELPS DRAW ATTENTION TO
                                                                                                                                                                                                                                                       THEIR PERSONALIZED WEBSITE
                                                                                                                                                                                                                                                       ENDEARING THEM TO THE
                                                                                                                                                                                                                                                       PROGRAM.



  4     PERSONALIZED MESSAGE BASED                                                                                                                                                                 1       Kara Mooney
        ON THE ANSWERS WHILE VISITING                  1   Kara,
                                                                                                                                                                                                           1212 Fair Oaks Ave.
                                                                                                                                                                                                           Pasadena, CA
        THEIR WEBSITE.                                     Thank you for visiting your personal Premium Seating website. Based on your response to the Dodger Stadium Suites, we
                                                           are in the process of putting together several hospitality options for you to review. A representative will contact you within a                91105

                                                       4   day or two with an outline. If you have any questions in the meantime please feel free to contact us directly at 323.224.1320.
                                                           We look forward to seeing you at Dodger Stadium this season!


                                                                                                   Vi s i t y o u r p e r s o n a l p r e m i u m w e b s i t e a t :


                                                                                            w w w. l adpremium.com/kara.mooney                                                                                                   lad00001

                                                                                                                                                  1


                                                                                                                                                                                                                                   CONFIDENTIAL: This Document and the proprietary information
                                                                                                                                                                                                                                       contained within is PROPERTY OF Ambient Solutions, Inc.
SAMPLE PROSPECT PROFILE (2)

                                                          - Received initial information from an
                                                            existing data list.

                                                          - No other known data that applies
                               Tom
                               Bogan
                        Address: 8563 Topanga Cyn Blvd.
                                  Woodland Hills, CA
                                  91306
                 Email Address: tom@capgroup.com
       Current Premium Client: ?
 Current Season Ticket Holder: ?
                    Occupation: CFO
                      Company: Capital Group
                 Visits per Year: ?
         Attended Dugout Club: ?
      Attended Stadium Suites: ?
       Utilized Meeting Rooms: ?
     Premium Seating Referral: ?
Interested in Premium Seating: ?
Suite Holder at Another Venue: ?
                 Favorite Player: ?
                            Age: ?
                 Married/Single: ?
                            Kids: ?




                                                                                     CONFIDENTIAL: This Document and the proprietary information
                                                                                         contained within is PROPERTY OF Ambient Solutions, Inc.
PHASE 1                                                      1      CUSTOMIZATION (WITH THEIR
                                                                    NAME) THROUGHOUT THE PIECE
                                                                                                                                                                                            2         WITH EACH PRINTED PIECE A
                                                                                                                                                                                                      CODE NUMBER IS GIVEN TO
                                                                                                                                                                                                                                                                                     3        HIGHLIGHTING HIS / HER NAME
                                                                                                                                                                                                                                                                                              HELPS DRAW ATTENTION TO
                                                                    TO ATTRACT ATTENTION AND                                                                                                          EACH PERSON TO BE USED AS                                                               THEIR PERSONALIZED WEBSITE
                                                                    CREATE A MORE PERSONAL FEEL.                                                                                                      A CODE FOR LOGGING ON TO                                                                ENDEARING THEM TO THE
                                                                                                                                                                                                      THEIR PERSONAL SITE.                                                                    PROGRAM.




                                 Tom
                                 Bogan
                          Address: 8563 Topanga Cyn. Blvd.
                                    Woodland Hills, CA
                                    91306
                   Email Address: tom@capgroup.com
         Current Premium Client: ?
   Current Season Ticket Holder: ?
                      Occupation: CFO
                        Company: Capital Group
                                                                                                                              For a private tour visit:
                                                                                                                       www.ladpremium.com/TOM.BOGAN                                               1 3
                   Visits per Year: ?
           Attended Dugout Club: ?                                                                                                     or call 323.224.1320
        Attended Stadium Suites: ?
         Utilized Meeting Rooms: ?
       Premium Seating Referral: ?                               lad00001
                                                                               2
  Interested in Premium Seating: ?
  Suite Holder at Another Venue: ?
                   Favorite Player: ?
                              Age: ?
                   Married/Single: ?
                              Kids: ?
                                                                                                          �         Dugout Club: The Best Seats in Baseball. Period.                                     �
                                                                            First things first, you’ll have to act soon because these seats are going fast.   Dugout Club is all-inclusive. Your guests will be taken care of even if
                                                                            The Dugout Club is, simply put, the most intense one-on-one baseball              you’re not there to host them yourself. Amenities include access to a
                                                                            experience you can have this side of the backstop — so close you can              private club, impeccable cuisine prepared by Wolfgang Puck chefs and
                                                                            actually hear the hiss of a fastball. In fact, you’ll be closer to home plate     Levy restaurants, complimentary in-seat food service and exclusive

THE FIRST PHASE WAS A PACKET INCLUDING:                                     than the pitcher. In addition to being right on top of the action, the            parking privileges.




- A CUSTOMIZED LETTER FROM THE EXECUTIVE
  STAFF OF THE DODGERS.

- A CUSTOMIZED BROCHURE WITH THEIR NAME
  AND INTRODUCING THEIR OWN PERSONAL                                                                                                                                                                                                    �       Dodger Stadium Suites. Luxury and Comfort for the Ultimate Sports Experience.                                                       �
                                                                                �         Flexibility. Combine Dugout Club and Stadium Suites in the Same Package.                                                         �
  LA DODGERS PREMIUM SEATING WEBSITE.                                       Truly the best of both worlds, we now offer you the ultimate                      Club or the comfortable group atmosphere of a spacious Stadium Suite,     A Dodger Stadium Suite is the perfect way to enjoy a game with              Suite. Perks include the best parking at Dodger Stadium, private
                                                                            entertainment package in all of sports — the Dodger Premium Seat                  you now have the ability to take advantage of both. Customize the         15 to 30 of your most vital V.I.P.s. For new business development, client   concourses, a fully operational business center, three conference rooms
                                                                            Package. Now you can rest assured you’ll have the best seats to every             perfect hospitality package to meet your specific needs. But don’t just   retention or employee appreciation, there’s no better way to interact       and a complete concierge staff at your service. Impeccable service,
                                                                            game. T ailor your own premium hospitality package by combining the               take our word for it. We sincerely recommend that you see them for        with all of your important guests at one time than in a Dodger Stadium      luxurious space and a Dodger game. It doesn’t get any better than this.
                                                                            Dugout Club and Stadium Suites, to precisely meet your entertainment              yourself. Call today and arrange a private tour to see exactly what we
                                                                            needs. Whether it’s the one-on-one, electric experience of the Dugout             mean when we say “best seats in baseball.”


                                                                                                    Fo r a private tour call: 323.224.1320 or visit:                                                                                                                     www.ladpremium.com/TOM.BOGAN                                                         1 3


                                                                                                                                                                                                                                                                                                      CONFIDENTIAL: This Document and the proprietary information
                                                                                                                                                                                                                                                                                                          contained within is PROPERTY OF Ambient Solutions, Inc.
PHASE 2

WHILE ON THE SITE WE ARE ABLE TO RETRIEVE
CONSENSUAL PERTINENT INFORMATION THAT
PERTAINS TO THE PREMIUM SEATING AND THE
DODGERS.




                                 Tom
                                 Bogan
                          Address: 8563 Topanga Cyn. Blvd.
                                    Woodland Hills, CA
                                    91306
                   Email Address: tom@capgroup.com
         Current Premium Client: No
   Current Season Ticket Holder: No
                      Occupation: CFO
                        Company: Capital Group
                   Visits per Year: 2
           Attended Dugout Club: No
        Attended Stadium Suites: Yes
         Utilized Meeting Rooms: No
       Premium Seating Referral: Friend
  Interested in Premium Seating: Yes
  Suite Holder at Another Venue: Yes
                   Favorite Player: Eric Gagne
                              Age: 32
                   Married/Single: Married
                              Kids: N/A




                                                             CONFIDENTIAL: This Document and the proprietary information
                                                                 contained within is PROPERTY OF Ambient Solutions, Inc.
                                                                         1       CUSTOMIZATION (WITH THEIR                                                                     2    KNOWING HIS INTEREST IN THE                             3          VARIABLE MESSAGE TO FIT THE
PHASE 3                                                                          NAME) THROUGHOUT THE PIECE
                                                                                 TO ATTRACT ATTENTION AND
                                                                                                                                                                                    DUGOUT CLUB AND HIS FAVORITE
                                                                                                                                                                                    PLAYER, WE SHOW A DUGOUT CLUB
                                                                                                                                                                                                                                                       VARIABLE IMAGE BASED OFF OF
                                                                                                                                                                                                                                                       HIS DUGOUT CLUB INTEREST.
                                                                                 CREATE A MORE PERSONAL FEEL.                                                                       IMAGE WITH HIS FAVORITE PLAYER
                                                                                                                                                                                    TO TARGET A HIGHER INTEREST.

                                                                 1
                                                                      Tom,

                                 Tom                                                   2                                                               3
                                 Bogan
                          Address: 8563 Topanga Cyn. Blvd.
                                    Woodland Hills, CA
                                    91306
                   Email Address: tom@capgroup.com
         Current Premium Client: No
   Current Season Ticket Holder: No
                      Occupation: CFO
                        Company: Capital Group
                   Visits per Year: 2
           Attended Dugout Club: No                                                                                                                                                                            1
        Attended Stadium Suites: Yes                                                                   Visit your personal premium experience home page at: www.ladpremium.com/TOM.BOGAN
         Utilized Meeting Rooms: No
       Premium Seating Referral: Friend
  Interested in Premium Seating: Yes
  Suite Holder at Another Venue: Yes                                                                                                                                                                  Los Angeles Dodgers                  Presorted Std

                   Favorite Player: Eric Gagne                                                                                                                                                        1000 Elysian Park Ave.               U.S. Postage

                                                                           �        Dugout Club. The Best Seats in Baseball. Period.                                               �                  Los Angeles, CA 90012                    Paid

                              Age: 32                                                                                                                                                                                                       Permit #104


                                                                                                                                                                                                                                                           HIGHLIGHTING HIS / HER NAME
                                                                                                                                                                                                                                          San Dimas, CA
                   Married/Single: Married
                              Kids: N/A                                                                                                                                                                                                                    HELPS DRAW ATTENTION TO
                                                                                                                                                                                                                                                           THEIR PERSONALIZED WEBSITE
                                                                                                                                                                                                                                                           ENDEARING THEM TO THE
BASED OFF OF THE INFORMATION RETRIEVED,                                                                                                                                                                                                                    PROGRAM.
WE CAN NOW EFFECTIVELY TARGET A CUSTOMIZED
MAILER SPECIFICALLY TO THE CUSTOMER.
                                                                                                                                                                                                           1       Tom Bogan
                                                             1   Tom,
                                                                                                                                                                                                                   5463 Gilmore Street
                                                                                                                                                                                                                   West Hills, CA
                                                                 Thank you for visiting your personal Premium Seating website. Based on your response to the Dugout Club, we are in the
                                                                 process of putting together several hospitality options for you to review. A representative will contact you within a day or                      91352

   4     PERSONALIZED MESSAGE BASED                          4   two with an outline. If you have any questions in the meantime please feel free to contact us directly at: 3 2 3 . 2 2 4 . 1 3 2 0
                                                                 We look forward to seeing you at Dodger Stadium this season!
         ON THE ANSWERS WHILE VISITING
         THEIR WEBSITE.                                                                                   Vi s i t y o u r p e r s o n a l p r e m i u m w e b s i t e a t :


                                                                                                     w w w. ladpremium.com/tom.bogan                                                                                                     lad00001

                                                                                                                                                         1


                                                                                                                                                                                                                                           CONFIDENTIAL: This Document and the proprietary information
                                                                                                                                                                                                                                               contained within is PROPERTY OF Ambient Solutions, Inc.
RESULTS




          CONFIDENTIAL: This Document and the proprietary information
              contained within is PROPERTY OF Ambient Solutions, Inc.

								
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