Comcast-Spectacor Puts a Premium on Fan Loyalty at Wells Fargo Center with Neolane and FanOne Marketing

NEWTON, Mass.--(BUSINESS WIRE)--Conversational marketing technology provider Neolane, Inc. today announced details of its work with digital marketing agency FanOne Marketing to build fan loyalty at the Wells Fargo Center, Philadelphia’s popular sports and entertainment arena. Comcast-Spectacor, owners of the Wells Fargo Center, selected Neolane to provide a more flexible cross-channel marketing solution. Neolane is now seamlessly supporting the arena’s blended business model, which combines elements of B2B and B2C marketing, while helping to increase revenue through better targeting and personalization.

“The Wells Fargo Center is the latest example of how the strong partnership between Neolane and FanOne Marketing can help sports teams and entertainment venues unlock the tremendous potential of direct and digital marketing.”

Hosting more than 250 events a year, the Wells Fargo Center is one of the busiest sports and entertainment arenas in the world. The state-of-the-art facility is home to national sports teams, including the Philadelphia 76ers and the Philadelphia Flyers. Under parent company Comcast-Spectacor, the arena has hosted events such as the Stanley Cup Final, the NBA Finals, NCAA East Regionals, the NCAA Women’s Final Four, the NCAA Wrestling Championships, the American Hockey League All-Star Game, the NBA All-Star Weekend, the Republican National Convention, X-Games, Ringling Bros. and Barnum & Bailey Circus, Disney On Ice, Sesame Street Live and the Harlem Globetrotters.

Given the diversity of its events, product mix, and customers, Comcast-Spectacor looked to Neolane to continue to expand and grow its marketing technology initiatives. The arena needed to be able to target its marketing messages precisely to the right individuals based on purchase patterns, expressed preferences, and other behavior. Moreover, because of its blended business model, Comcast-Spectacor had to support transactional marketing, as well as longer sales cycles for products, such as season tickets and sponsorships.

Seeking a more flexible and powerful solution, Comcast-Spectacor turned to FanOne Marketing, a division of New Era Tickets, a Comcast-Spectacor subsidiary. Working with FanOne, Comcast-Spectacor has implemented Neolane’s conversational marketing platform to create a 360-degree view of customers that encompasses ticketing info, campaign responses, web behavior, forms, etc. This customer knowledge is enabling the arena to develop more targeted, personalized campaigns. At the same time, Comcast-Spectacor is seamlessly supporting its B2B marketing efforts, leveraging lead scoring and nurturing to identify and engage buyers throughout the sales cycle.

Comcast-Spectacor is also using the Neolane CRM Connector for Salesforce.com, which allows bidirectional data synchronization. Armed with a complete marketing history for each customer or prospect, front-line sales and service reps are able to have more meaningful interactions and provide more personalized service. In addition, because results flow back into Neolane, the Wells Fargo Center can better measure the effectiveness of its marketing efforts.

“After examining the marketing technology space, Neolane, coupled with the industry expertise of FanOne, created the right solution for us,” said Comcast-Spectacor President Peter Luukko. “With this solution from FanOne Marketing and Neolane in place, we are able to deliver more personalized, cross-channel experiences that increase sales, retention, and loyalty at the Wells Fargo Center.”

FanOne Marketing leverages the Neolane platform to support nearly 40 sports and entertainment clients, including the Los Angeles Kings, Oakland Raiders, Ottawa Senators, Philadelphia Union, Brooklyn Nets, and Pocono Raceway. The combination of robust technology and sports & entertainment industry strategic services helps these clients execute cross-channel marketing programs that drive ticket sales and increase customer retention and lifetime value.

“By aggregating activity from across channels, whether it’s direct mail, email, web, call center, mobile or social, organizations like the Wells Fargo Center can better understand their customers and develop more valuable one-to-one relationships,” said Stephan Dietrich, president, Neolane, Inc. “The Wells Fargo Center is the latest example of how the strong partnership between Neolane and FanOne Marketing can help sports teams and entertainment venues unlock the tremendous potential of direct and digital marketing.”

About Neolane

Neolane provides the only conversational marketing technology that empowers organizations to build and sustain one-to-one lifetime dialogues, dramatically increasing revenue and marketing efficiency. Born digital, with best-in-class email and inbound-outbound channel fusion capabilities architected into a single code-based platform, marketers achieve results in record time. Neolane is easy to use for both power and casual users, but powerful enough to drive the most sophisticated marketing strategies. Future proof, Neolane has a track record of enabling its customers to adapt to new customer engagement challenges and exploit opportunities more quickly than their competition. Neolane is used by more than 350 of the world’s leading companies including Alcatel Lucent, barnesandnoble.com, Orange, Sears Canada, Sephora Europe and Sony Music. Visit www.neolane.com and read our blog The Cross-Channel Conversation.

About Comcast-Spectacor

Comcast-Spectacor (comcast-spectacor.com) is the Philadelphia-based sports and entertainment company which owns the Philadelphia Flyers (NHL), the home arena for both the Flyers and the NBA’s Philadelphia 76ers, the Wells Fargo Center, and four Flyers Skate Zone community ice skating and hockey rinks. In addition, Comcast-Spectacor is also the principal owner of Global Spectrum, the fastest growing firm in the public assembly management field with more than 100 facilities throughout the United States and Canada; Ovations Food Services, a food and beverage service provider; New Era Tickets, a ticketing and marketing company for public assembly facilities; Front Row Marketing Services, a commercial rights sales company; FanOne, a digital fan marketing company; and Paciolan, the leading provider of venue enablement, ticketing, fundraising and marketing technology solutions.