The Viking Age
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Minnesota Vikings aggressive ticket campaign a massive success

By Adam Carlson

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The Minnesota Vikings had two very tough ticket situations going on this year.  First, the team had to worry about selling out the University Of Minnesota’s TCF Bank Stadium into very late December when temperatures can be below the freezing point of water.  Also, they are tasked with trying to fill the massive U.S. Bank Stadium when its doors open in 2016, which is something the team looked for a little assistance with.

To help them out, the team worked with Infogroup Targeting Solutions to create an aggressive strategy for selling tickets.  Thanks to MarketWatch.com, we learned a little more about what was going on between the two organizations to try to assure that there will be butts in seats at U.S. Bank Stadium for the Minnesota Vikings.

"“We’ve worked with Infogroup Targeting Solutions (ITS) on previous campaigns to increase suites and premium seats sales, a collaboration that showed strong results,” said Rich Wang, Associate Director, Sales Analytics & Engagement. “ITS helped us launch the Stadium new business campaign to the marketplace here in Minneapolis.”"

Dec 28, 2014; Minneapolis, MN, USA; Minnesota Vikings cheerleaders before between quarters against the Chicago Bears at TCF Bank Stadium. The Minnesota Vikings win 13-9. Mandatory Credit: Brad Rempel-USA TODAY Sports

The team utilized many different methods of finding potential customers, including email, telephone, and standard mail.  According to MarketWatch, the team successfully made sales on 0.54% of all contacts.  Although that number sounds astoundingly small, the end result was a return on investment of 1,015%.

"“We were able to take the Vikings baseline criterion and provide accurate recommendations to best reach potential ticket holders based on the volumes we had available after suppressing out the Vikings’ existing business customers. This successful campaign is a great demonstration of what cross-channel strategies can achieve.”"

Hopefully, the Minnesota Vikings stadiums will always be packed and loud.  The team’s head coach Mike Zimmer has expressed how important of a factor that a loud crowd can be in the past, so fans should take notice of that and help the team any way they can.

Next: Minnesota Vikings 2015 Game By Game Previews

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