Magazine article CRM Magazine

Racing to Win Customers

Magazine article CRM Magazine

Racing to Win Customers

Article excerpt

CHALLENGE: Open to the public only three weekends a year, Michigan International Speedway (MIS) is that state's largest sports venue--and has just seven chances each season to generate sales. The NASCAR Nextel Cup Series is hosted at the speedway once in June and once in August, and has sold out every year for the past 14 years. For MIS's July race weekend and support races, however, successful ticket sales are not always as promising. Additionally, since many fans buy tickets at the racetrack on the event date, obtaining customer information is virtually impossible. "We wanted to build a database so we could market to them in the future," says Keith Karbo, director of marketing for MIS, "and also know more about them in general so we could be smarter about our communication."

[ILLUSTRATION OMITTED]

SOLUTION: MIS looked to ePrize, an interactive promotion firm, for an effective marketing strategy. By distributing an e-decoder game piece to event-goers at the speedway, as well as at other sporting events and venues via the MIS Mobile Ticket Office, customers are encouraged to visit a Web site that will enter them in a contest. …

Search by... Author
Show... All Results Primary Sources Peer-reviewed

Oops!

An unknown error has occurred. Please click the button below to reload the page. If the problem persists, please try again in a little while.