Facebook gives Bucks real-time impact on sales
“Our viewer engagement rates just spiked,” said Mike Grahl, the team’s chief digital officer.
“Season-ticket sales is a big area — it’s a primary revenue stream for us,” he said. “But selling season tickets online is not an easy process.”
The Bucks’ Facebook partnership has become about more than simply increasing ticket sales. Grahl said it also is about engaging with the team’s fans in as close to real time as possible.
The campaign created custom ads based on more than if a Facebook user happened to like
“We want to connect as quick as possible with anyone who shows an interest in Bucks season tickets,” Grahl said. “This enabled sales in as close to real time as possible.”
Last season, the Bucks used information gleaned from Facebook to identify sales leads. The result was much more targeted marketing that delivered results, Grahl said.“It had a significant impact for us,” he said.
The team reported a 36 times return on ad spend, with 33 percent of the leads buying the advertised product and 20 percent buying upgraded ticket products. The Bucks said they experienced a 40 percent higher close rate compared with other online-based leads.
Results so far this season are tracking even better, Grahl said.