Florida Panthers

Selling NHL tickets across channels.

Success highlights

dollar sign within a circle representing cost per lead

19X ROAS for season opener

graph with a nest egg showing ROAS (Return on ad spend)

6X ROI in year one

crosshairs hitting a star showing hyper targeted advertising

New Fans with lookalike targeting

Goals

Making sense of overwhelming amounts of fan data

The Florida Panthers are passionate about using data and technology to deliver the best possible fan experience. Frustrated by how difficult it was to coordinate data from Ticketmaster, social media and Eloqua, the Panthers partnered with Umbel to help organize and make sense of their fan data. Additionally, the Panthers wanted to continue collecting and fueling their database with extensive first-party data on their fans, so they implemented contests and giveaways using Umbel’s easy-to-use social authentication tool, making data collection extremely easy.

Results

Increasing revenue across multiple channels

These efforts paid off – after partnering with Umbel, the Panthers had a 19x ROAS for that  year’s season opening game. The Panthers used the Umbel platform to identify unique attributes to create a “fingerprint” of their typical fan. Using this “fingerprint” they were then able to create segments to easily target new fans that looked exactly like existing fans on social, email, and owned web channels.

The Panthers created customized marketing campaigns allowing them to convert these fans and also collect first-party data. The Marketing and Ticketing teams continued these efforts and ran a highly customized group ticket campaign during the holidays that generated a 25x ROAS. The Panthers were able to attribute this increase in revenue across multiple channels to being able to use Umbel to get a much more nuanced understanding of their fans.

Next steps

Building on current success and growing audience reach

The Panthers also worked with Umbel to run targeted ticket sales campaigns on social media. To promote theme nights like Grateful Dead Night, the team targeted people on Facebook who had affinities for the Grateful Dead, Jerry Garcia and other jam bands. Powered by Umbel data, these campaigns achieved an average of 14.6x return on ad spend throughout the season and allowed the Panthers to reach ticket buyers outside of their traditional fan base.