LCCC secures highly coveted international matches

Challenge

• To develop a marketing strategy to acquire premier international cricket fixtures at Emirates Old Trafford and sell-out each awarded fixture

Solution

• Conducted a survey with over 1,500 fans to understand their motivations to attend fixtures and test packages that best suit their needs
• Restructured ticket product and pricing menu to fit 7 fan clusters and mimic a cradle-to-grave fan lifecycle approach within the venue
• Utilized the 5 grandstands to promote unique, purposeful experiences that fit the 7 fan clusters
• Modeled a 5-year ticket pricing plan that identified £1.5M in incremental revenue per year
• Crafted messaging themes across each fan cluster to yield higher open and click-through rates with email marketing campaigns
• Developed a proactive, outbound sales strategy led by intensive digital marketing that fed leads to professional sales consultants

Results

• Identified over £1.5 million in additional revenue opportunities
• For the 2015 season, Lancashire County Cricket Club was able to achieve near full sell outs or sell-outs for each international fixture following the implementation of the Yield Management pricing recommendations
• Received a premier package of international fixtures including the prestigious fixture of The Ashes (England vs. Australia)
• Winner of the 2016 Stadium Business Award in the Sales and Marketing category – Lancashire CCC Scoops Up Top Award In Madrid

Testimonial

At Lancashire County Cricket Club, we were delighted to partner with Aspire Group. The UK in sports is some way behind the US in terms of sports marketing and specifically in strategic research and fan engagement strategy development. Aspire supported us through the development of our strategic ticket sales model. This began with qualitative fan research, which enabled re designed stadium segmentation to mirror our key fan segments alongside a complex ticket pricing policy. As a result, our net yield from ticket revenue has increased significantly whilst at the same time the availability of lower priced tickets has also increased, a perfect result. If you have the opportunity to work with Aspire, then take it, every day you delay will cost you money. – Daniel Gidney, Chief Executive