Last week, our client Digonex Technologies announced its partnership with the Cleveland Cavaliers on a price analysis consultation pilot. This pilot officially marks the Cavaliers as the first national sports franchise to leverage Digonex’s Sports & Entertainment Analytical Ticketing System (SEATS), a dynamic commerce engine that analyzes sales data and provides price suggestions based upon econometric and behavioral principles.
While sports teams and franchises have traditionally used a tiered-pricing structure, which is typically set at the beginning of a season, unexpected factors throughout the season are causing teams to evaluate alternative ticket pricing structures and technologies that enable them to demonstrate their commitment to the fans.
Digonex will perform analysis on fan-based pricing structures for single games and will make instant price recommendations to the Cavaliers for selected games and other arena events. Digonex plans to begin working with the Cavaliers following the All-Star break.
We helped Digonex promote this exciting news through an integrated approach, which included reaching out to a select number of media who cover the ticketing industry and sports business via buddy e-mail. We also distributed the announcement during INTIX, a leading international ticketing conference, as the news was extremely relevant to the attendees given the content of the show. Lastly, we recommended Digonex tweet the news on its handle (@Digonex) to drive viral conversations around the news.
As a result of our outreach, we secured three pieces of coverage in target trade publications, including Sports Business Journal, Venues Today and TicketNews.com. Additionally, the news was widely tweeted about on Twitter by a number of INTIX attendees, ticket professionals and journalists including Eric Fisher of Sports Business Journal.
This integrated approach for distributing the news helped Digonex raise visibility of this key partnership and extend its thought leadership in the dynamic pricing market.