The London Jets - The Case Centre

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Case

Reference no. 9B02A022

Subject category: Marketing

Authors: Michael R Pearce (Ivey Business School, Western University); Joel Bycraft (Ivey Business School, Western University); Chad Hensler (Ivey Business School, Western University)

Published by: Ivey Publishing

Originally published in: 2002

Version: 2002-09-25

Length: 12 pages

Data source: Generalised experience

Topics: Database marketing; Direct marketing; Sports marketing; Analysis

Share a link: https://casecent.re/p/14592

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Abstract

The marketing manager for a hockey team has been told by senior management that revenues for the next season must increase or the franchise will be sold. The previous year's high-budget advertising campaign did not bring in the single-ticket sales results he expected. A database of past ticket holders is available and the question arises how to use this database. Using pivot tables, and recency, frequency and monetary value analyses, he must determine how to increase the return on the marketing investment. An Excel spreadsheet, product '7B02A022', is also available.

Location:

Canada

Industry:

Amusement and recreation services

Size:

Small

Other setting(s):

2002