Response Magazine Site Response Expo Site Direct Response Market Alliance Site Job Board


   Log in

Sports & Fitness

Jets Audible Into Direct Response

15 Jan, 2010 By: Thomas Haire Response

Another learning experience wasn’t so fruitful for Ciccone and the Jets. “We have an affinity credit card program (the Jets Extra Points MasterCard), allowing fans to show their colors when using their MasterCard,” she explains. “We implemented a campaign to drive activation — in fall 2008. Timing was bad, and no matter how we changed the marketing and no matter what we offered — including a Brett Favre Jets jersey — people simply weren’t taking on credit. You learn that sometimes, no matter the incentive, a campaign simply doesn’t work. You have to retool and move on.”

Still, Ciccone remains thrilled by the success of Opportunity Knocks as she and the organization look ahead to the opening of the new stadium. Two groups that deserve credit, she says, are New York and Los Angeles-based KSL Media and New York-based Fly Communications. “In this economy, partner selection is key. KSL Media and Fly Communications have provided us with a sophisticated approach to develop this marketing campaign, and it reached the target, time and again.”

In the end, the success of the campaign to fill the Jets’ new stadium with fired-up and loyal fans in 2010 was dependent on direct response methodology and trackability. “No organization should disregard direct response,” Ciccone says. “If you have something — merchandise, game tickets, more — that you want someone to engage with, direct response is a crucial tool. Plus, used properly, with a clear and consistent message, it can only be advantageous in helping build your brand.”

1 2 3 

©2017 Questex, LLC. All rights reserved. Reproduction in whole or in part is prohibited. Please send any technical comments or questions to our webmaster. Contact Us | Terms of Use | Privacy Policy | Security Seals