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Aprimo Scores The Phoenix CoyotesNHL Franchise to Boost 1:1 Marketing with Enterprise Marketing Management SolutionINDIANAPOLIS (September 24, 2001) – The Phoenix Coyotes Hockey Club, embarking on an aggressive effort to boost attendance and fan loyalty, has selected AprimoÔ Marketing to manage its internal and external marketing and communications endeavors, including highly targeted 1:1 marketing campaigns. This announcement comes on the heels of a record quarter for Aprimo, Incorporated—an achievement directly tied to the continued adoption in companies worldwide of Aprimo™ Marketing, the industry-leading Enterprise Marketing Management (EMM) solution. As the Southwest’s only member of the National Hockey League (NHL), the Coyotes are entering their sixth year in Phoenix. Having just completed an exciting 2000- 2001 season, the organization recently announced that it would build a new multi purpose arena in Glendale, Ariz. AprimoÔ Marketing will be used extensively to build awareness of the arena, and the team, throughout the metro Phoenix area. “Aprimo™ Marketing will dramatically increase our knowledge of the area’s hockey fans, enabling us to employ intelligent marketing strategies that ultimately boost ticket sales and increase revenues,” said Joe Levy, the Coyotes’ vice president of business development. According to Levy, the Aprimo™ Marketing knowledgebase is a crucial component of the system. “Right now, the only fan information available to us is captured by our ticketing service and usually only includes the fan’s name, address and phone number. With Aprimo™ Marketing, we can begin to capture more information about our fans and we can then query this knowledgebase to determine how often they attend games, what days and times they prefer to attend games, where they like to sit, the name of their favorite player and why they came to the game. This information will enable us to develop powerful, targeted direct mail and email campaigns.” For example, when the NHL’s Chicago Blackhawks play in Phoenix, Levy will be able to search the fan knowledgebase and find those fans that have attended Blackhawks games in the past, and market to them via email, telemarketing or direct mail. Or, if a block of seats in a certain section remains unsold, Levy can search the fan knowledgebase to determine which fans prefer those seats and create promotions that entice them to come to the game. “With Aprimo™ Marketing, the Coyotes will gain real-time insight into their fans, up-to-date analysis of which campaigns are delivering the greatest ROI, and a management platform through which they can quickly and easily execute new campaigns,” said Bill Godfrey, president and CEO of Aprimo, Inc. “This powerful combination of functionality will enable the Coyotes to drive greater interest with their fans, while maximizing their resources through more on-target efforts…all resulting in bottom line savings and top line gains.” Individuals who want to learn more about Aprimo™ Marketing should contact Aprimo at 317.803.4300 or via email at info@aprimo.com. About Aprimo Aprimo, Incorporated develops solutions that help marketers manage the business of marketing. Aprimo™ Marketing is a web-based platform that enables marketers to manage business-critical services, including: direct and email marketing, sales leads, events, finances, web responses, marketing communications and planning. Aprimo™ Marketing is delivering value to many customers across a number of industries, including Amway, Burger King, Delta Faucet, Pfizer, Compaq, Ernst & Young and GM. Aprimo is headquartered in Indianapolis, and has offices in Atlanta, Austin, Boston, Chicago, Dallas, Denver, Grand Rapids, Mich., Minneapolis, New York, Philadelphia, Phoenix, San Diego, San Francisco, Seattle, Toronto, London (U.K.) and Paris. Visit www.aprimo.com for more information. Editorial Contact: Deborah Massa Clarus Communications 267-880-2133 dmassa@teamclarus.com top of page |
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