Issue link: https://activate.tegrita.com/i/1128886
Technology The system the marke ng team originally used was less than ideal. It was a free email feature that came as an add-on with Ticketmaster. Admi edly, it got the job done. However, since Ticketmaster is primarily a cke ng pla orm, the email marke ng features lack the advanced capabili es that are needed for successful email marke ng. According to the St. Louis Blues marke ng team, the email marke ng features just weren't advanced enough to allow them to achieve their marke ng strategy aspira ons. Budget Many professional sports organiza ons will relate to a top business challenge of the St. Louis Blues: allocated marke ng budgets. The decision to move from a free tool to an annual subscrip on wasn't an easy one. Perhaps the most significant challenge the team faced was convincing the financial powerhouses within the organiza on of the long-term benefits of moving to a more advanced system. Resources The public is o en under the impression that sports organiza ons have large marke ng teams (and large budgets) to match. However, the reality for many spor ng teams is just the opposite. The marke ng team is generally made up of a small number of individuals priori zing each minute of their days. Only a por on of their me is dedicated to sending out the ideal messages to drive cket sales and season cket renewals. Strategy wasn't in the game plan. Strategy takes a back seat when marketing teams are smaller. There is no time (or people available) to analyze the data and inform the marketing strategy. In fact, the biggest struggle in this area, and the number one goal with the new technology implementation for the St. Louis Blues, was to become a strategy-driven, action- oriented team. In other words, to be proactive instead of reactive. In fact, the biggest struggle in this area, and the number one goal with the new technology implementation for the St. Louis Blues, was to become a strategy-driven, action-oriented team. In other words, to be proactive instead of reactive. Implementing Eloqua Puts The Blues A Shot Above the Rest