Digital Marketing | Tyler Sgrignoli | Portfolio

Lead Generation

The higher the price on any given product, the less you start marketing for a sale. Instead you start marketing towards leads.

As the marketing manager I help provide those tangible leads to our sales team.

With season tickets starting at $535, incentivizing a conversation with our sales team is my top priority.

"Shoot for Seats" Campaign

Winter and Summer Versions

Winter

As we ramped up our season ticket sales efforts for the upcoming year, I was asked to help the sales staff come up with ways to find new leads. The caveat? Spend as little money as possible. The Solution? Shoot for Seats!

After a game fans could come down to the ice to shoot for a few prizes. If they hit the board they would get a $10 Mooney's gift card, if they scored a goal they would win a season ticket for next year. I took the "win a car" concept and revamped it to double as a lead generating event and a

unique fan experience. Instead of just one lucky contestant, everybody who wanted to could participate for free as long as they provided their full contact info.

After getting a sponsor for the event, the cost of the physical materials and a few digital ads were completely covered. It did not cost a penny.

At worst, fans would register and not show up and we would get mild leads that show some form of interest in a season tickets. At best, we find highly qualified leads in those that bought a ticket to the game, and waited in a line to participate.

I handled everything from promotion, planning, and on-site management the day of. We had 3 shooting stations going at once and the event ran smoothly in 50 minutes.

Summer

Using the "Lead Ad" type objective on Facebook as showed at the top of the page, I ran an enter to win sweepstakes for a free season ticket. This ad type auto populates your contact information and allows the user for a quick and easy submission.

After randomly selecting a lucky winner, I composed an email and text blast to all the other contestants offering a second chance to win through our summer shoot for seats promotion. Unlike the winter event, where we handled all participants quickly under an hour, interested contestants scheduled a time to stop in at the arena during business hours via one on one appointment and had the option to also schedule an arena tour.

This further qualified our leads as those coming in on their own time outside of the hockey season surely were interested in our product. A scheduled meeting further allowed for our sales representative to meet with an extremely qualified lead and have the time to truly build a sale on an individual face-to-face basis.