B2B audience who may be interested in corporate entertainment
Chelsea football club wanted to shift more tickets for its executive club hospitality VIP Tickets. Whilst these tickets are open to members of the public the majority of tickets sales are for corporate entertainment, with the majority coming from legal and financial services who have big corporate entertainment budgets Typically, Chelsea Football club have run outdoor advertising campaigns at tube stations such as London Liverpool Street, but the prices are so high and wastage so much that this wasn’t an option.
Chelsea FC opted for a programmatic campaign targeting a list of financial service and legal companies known to regularly attend matches from across the London region. IP addresses were acquired of each target business. We then ran a programmatic campaign using IAB standard display banners against each IP range. Unfortunately, no pixels could be implemented but using Google UTMs allowed us to track users from click through to conversion which in this case was a lead generation form fill. Once a successful form fill has been submitted a Google Analytics goal will be triggered allowing us to see the ROI. The sales team can then quickly follow up that lead and turn it into a sale.
We put forward a solution that was highly targeted getting the right message to the right user.