SAP Hybris Helps NHL Score with Fans
http://news.sap.com/sap-hybris-helps-nhl-score-with-fans/
When I think of hockey, the first thing that comes to mind is… California? Ok,
maybe not. So now put yourself in the ice skates of the marketing team for the
San Jose Sharks.
In a
non-traditional hockey market like California, how can they connect with fans
and encourage them to purchase and renew season tickets?
It
certainly helps to partner with the likes of Fans Agency to run a series of
Facebook ads, including carousel, link and video ads. Here’s more
about this effort from a recent Facebook Business story:
Using knowledge gained from past campaigns about
which types of images performed best, the team used action shots for each of
its ads. Photos featured players celebrating after a goal, with cheering fans
in the background. Ad copy pointed to the cost savings associated with ticket
packages.
But the
marketing team also realized that surfacing the right audience information is
no easy hat trick. More on that from the Facebook Business piece:
To ensure it reached the right audience with its
ads, it used customer profile data from its marketing suite, SAP Hybris
Marketing. The team then
developed Custom Audiences of people who have purchased season tickets in the
past and other high-value leads from its customer profiles built in the SAP
Hybris Marketing suite.
“San Jose Sharks use SAP Hybris
Marketing to ensure they’re reaching the right audience with their ads”
The San
Jose Sharks are not alone; turns out the entire National Hockey League is
scoring huge points with fans, thanks in part to SAP Hybris. As this case study indicates, solutions
and services from SAP help the league engage its fans through more relevant
marketing and vivid, interactive online statistics. Here’s more info about how
it works, per the case study:
The NHL is using the SAP HANA Enterprise Cloud
service as the back end of its statistics section. The SAP Hybris Marketing
solution equips the league to gain key insights into every single fan and offer
up relevant content and messages to successfully connect and engage with them.
The NHL had an aggressive implementation schedule so it used the SAP Hybris
Marketing rapid-deployment solution, which was key to getting the job done
quickly and efficiently.
“The NHL is using SAP HANA Enterprise
Cloud and SAP Hybris Marketing to help better engage with fans”
Results
include:
- 25%
more site visitors - 45%
more time spent on web site - 25%
more overall fan engagement
“We can now target specific
demographics with an exact scalpel,” said Chris Foster, director of Digital
Business Development, National Hockey League.
Now that’s what I call
“skating to where the puck will be.”
This story originally appeared on Business Trends on the SAP
Community.
Top image via Shutterstock
Tags: hockey, NHL, San Jose Sharks, SAP Hybris Cloud for
Customer, SAP hybris Marketing