Celtics’ Marketing Helping Draw Fans Despite Losing Record
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Despite On-Court Woes, Celtics
Finding Business Success
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NBA officials said that the Celtics have “surpassed others in marketing because
they’ve made a science of figuring out precisely not only who’s coming to games,
but who is not and how to get them there,” according to Keith Reed of the BOSTON
GLOBE. NBA Senior VP/Team Marketing & Business Operations Scott O’Neil: “They
are the most analytically savvy team in the NBA.” Many, including O’Neil and Celtics
Managing Partner Wyc Grousbeck, credit Celtics COO Rich Gotham, a former Lycos
VP/Sales, “for the move toward collecting fan data and using it to get people
to buy tickets.” Under Gotham, the Celtics “survey fans every chance they get,
especially during games.” They “monitor how often season ticket holders show up,
and if that falls below a certain level, the fan gets a call or e-mail from a
team executive.” If the Celtics are short of a sellout 48 hours before tip-off,
they “e-mail their best customers –-season ticket owners, sponsors, and subscribers
to their two e-mail newsletters –- with a proposition.” Gotham said a $40 seat
might go for $25 and “come with other perks from a team sponsor” (BOSTON
GLOBE, 3/15).
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