Challenge:

The Dallas Cowboys are opening a new stadium in 2009 with an additional 25,000 seats. Qualified internet leads had fallen to 15-20 per day amid an environment that included an economic recession, a disappointing 2008 season, and negative press stories about an increase in season ticket prices.

Solution:

Smart Media Group developed an ROI based media plan that targeted men 45+ with a household income over $100,000.

Research revealed that internet, radio and newspaper consumption over indexed among our target demo.

The goal was to drive traffic to a page on the Dallas Cowboys’ site that collected customer information and allowed sales representatives to follow-up regarding ticket packages. Our media plan utilized both rich media and standard banner ads on local and national sport sites. People who visited the site, but did not sign up were retargeted with varying offers.

Results:

Qualified internet leads increased by 200%, to 50-60 per day. In the first three days of the campaign, traffic increased by almost 70% to Cowboys.com/seat. Sales representatives noted that banner ads were repeated verbatim by people who signed up on the site.

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