Facebook Helping Pro, College Teams Help Drive Ticket Sales With Specific Targeting

Facebook has begun to heighten its efforts with various pro and college teams to drive additional ticket sales, achieving results and ROI surpassing those from traditional media. The Sharks, in collaboration with digital marketing agency-of-record Fans Agency, used a series of Facebook ads to create new revenue as much as 33 times as large as its original spend. The Magic similarly used Facebook ads to target visitors who visited the team website, but may have not purchased tickets, achieving an 84% greater return on its ad spend than other traditional marketing channels. The Univ. of Miami also achieved similar results on a short-term program targeting adults ages 22-55 who live near the school. Sharks VP/Marketing & Digital Doug Bentz said of Facebook's efforts, "We’ve been able to reach new customers in an environment where they’re already really comfortable. This platform allows for a hyperlocalizing and targeting that almost reaches a one-to-one conversation.”