SAN MATEO, Calif., Sept. 22, 2015 /PRNewswire/ -- The Portland Trail
Blazers are partnering with Marketo to increase game attendance and
build deeper, more personalized relationships with fans. Since
implementing the platform, the NBA team has converted more fans
into season ticket holders and increased overall customer
engagement.
Leveraging Marketo, the franchise has achieved several all-time
organizational records:
- Boosted season ticket renewals by 8 percent (96
percent renewal rate)
- Increased single game ticket sales by 30
percent
- Improved email open rates by 45 percent
Prior to using Marketo, the team sent generic communications to
its fans. From people who had never attended a live event to
die-hard Trail Blazers fans, the organization was unable to tailor
messages based on different interests. The team's management group
needed a system that would help attract people to its arena (Moda
Center) for home basketball games as well as concerts, family shows
and other special events.
The Trail Blazers realized they needed technology that would
provide a 360-degree view of their fans. After examining different
marketing platforms and technologies, the team selected Marketo for
its array of features, easy integration with the organization's
sales platform, and intuitive interface. Marketo's extensive
analytics provided the team with the information it needed to align
the right message to the right fan at the right time.
By engaging fans using Marketo, the Trail Blazers improved
season ticket renewals to 96 percent – a new franchise record – and
increased single game ticket sales by 30 percent. While Portland is
the 22nd-largest NBA market, the Trail Blazers now rank
among the league's leaders in fan attendance. The organization also
increased the number of fans engaging with their digital content,
which promoted other events outside of basketball games.
"Marketo allowed us to become smarter marketers because we now
understand our fans on a deeper level," said Vincent Ircandia, Senior Vice President of
Business Operations for the Portland Trail Blazers. "One of our
biggest goals is to build life-long fans, and Marketo has been
instrumental in helping us learn more about our customers' needs
and how to strategically build a relationship with them over the
course of time."
About The Portland Trail Blazers
Members of the National Basketball Association (NBA), the
Portland Trail Blazers were founded in 1970 and purchased by
Paul G. Allen in 1988. The team's
rich heritage includes 31 playoff appearances, three trips to the
NBA Finals, an NBA championship in 1977 and a commitment to
community service and sustainability. With a corporate mission to
make it better in the community, the Trail Blazers strive to help
children and their families throughout Oregon and Southwest
Washington live, learn and play. The Trail Blazers are the
first and only professional sports franchise to receive the
prestigious National Points of Light Award for excellence in
corporate and community service. The Trail Blazers home arena, the
Moda Center, earned LEED Gold Recertification in 2015 after
becoming the first existing professional sports venue in the world
to receive LEED Gold status in 2010. The team is also one of the
founding members of the Green Sports Alliance. For more
information, visit www.trailblazers.com.
About Marketo
Marketo (NASDAQ: MKTO) provides the leading marketing software
and solutions designed to help marketers master the art and science
of digital marketing. Through a unique combination of innovation
and expertise, Marketo is focused solely on helping marketers keep
pace in an ever-changing digital world. Spanning today's digital,
social, mobile and offline channels, Marketo's Engagement Marketing
Platform powers a set of breakthrough marketing automation and
marketing management applications to help marketers tackle all
aspects of digital marketing from the planning and orchestration of
marketing activities to the delivery of personalized interactions
that can be optimized in real-time. Marketo's applications are
known for their ease-of-use, and are complemented by the Marketing
Nation®, a thriving network of more than 450 third-party solutions
through our LaunchPoint® ecosystem and over 50,000 marketers who
share and learn from each other to grow their collective marketing
expertise. The result for modern marketers is unprecedented agility
and superior results. Headquartered in San Mateo, CA with offices in Europe, Australia and Japan, Marketo serves as a strategic marketing
partner to more than 4,100 large enterprises and fast-growing small
companies across a wide variety of industries. For more
information, visit www.marketo.com.
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