Fineline Account Rep Todd Howard has been working with the Indianapolis Motor Speedway (IMS) since June of 2011:
“Established in 1909, the Indianapolis Motor Speedway has long prevailed as an icon of motorsports excellence. As the world's largest spectator sporting facility, the IMS hosts three major racing series each year, including Grand Prix of Indianapolis, the Indy 500, Brickyard 400, and Red Bull Indianapolis GP races. Among the best attended sporting events in the US, the Indy 500 attracts approximately 300,000 fans every year.
When they reached out to Fineline in 2011, IMS needed a way to begin targeting their mailings to attract new racing fans and increase revenue.”
Even though the IMS was home to the world’s largest race, the methods the organization used to contact ticket buyers was static. Much of their direct mail program used simple postcards, sent to their entire database.
In order to cross promote, the IMS needed to better understand their current marketplace. They needed to educate themselves on ticket holders’ range of interests, ages, income levels, and interest in specific races so IMS could begin to cross promote using lead acquisition to interest 500 race fans, for example, in races such as NASCAR.
The IMS now has clean, updated data, and a way to reach out to each type of race fan, knowing their individual preferences. They have also established themselves as a technologically savvy organization, generating more interest in racing events across their customer base, especially among younger fans. They have increased ticket sales, filled more seats, and increased revenue through apparel and other (non-ticket) opportunities.
As IMS customer knowledge base continues to grow after each PURL campaign, together we are better able to develop more streamlined, more effective ways to communicate with IMS race fans, ultimately developing a positive relationship with each fan.
Fineline’s responsiveness is great. The team is friendly and can always get a project done.Cummins Annie Mack, Marketing Production Manager, Cummins