FOR IMMEDIATE RELEASE: August 12, 2009
DIAMONDS ARE GIRL’S BEST FRIEND: JEWELER SPONSORSHIP CASE STUDY
Stockton, CA – In an economy where sponsorship dollars are tight, and a return on investment is paramount, the Stockton Ports Baseball Club cracked a new sponsor category with a sparkling Mother’s Day promotion.
The Ports partnered with a local jeweler and received a diamond, 999 cubic zirconia jewels, and sponsorship cash as well. Industry wide, local jewelers are not a typical sports sponsor. So how did the Ports do it?
Although the prospect was initially cool to a baseball promotion, the club leveraged fan consumer behavior research to illustrate 11.1% of Ports fans had shopped at a jewelry store in past 4 weeks.
The team pointed out the Rojo Research study was conducted from June through July, which does not include a traditional gift-giving holiday to skew the results.
Considering an annual attendance of 214,080 fans, such data demonstrates the Ports have cultivated a highly-targeted audience of 23,763 recent jewelry consumers.
Current economic challenges have forced companies to seek a new audience and unique marketing channels. The Stockton Ports delivered both.
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