How BK Häcken increased ticket sales 6% through targeted campaigns
BK Häcken is a fast growing soccer team competing in the Swedish first division and European tournaments. They are highly successful on the pitch, but needed help to sell more tickets and bring more people to their stadium. In. order to do this they used their customer data to build their own custom digital ICP’s.
Increase in sold tickets and visitors
Less ad waste
Campaigns launched per season
Customer
BK Häcken
Industry
Sports & Entertainment
Services Used
Customer Analysis, Marketing Analytics, Samhub Marketing
Table of Contents
1
Customer Background
BK Häcken started as a small, local football team in 1940, but has lately grown to become an established player in the Swedish first division. They won their first-ever trophy in 2022 against the big rival IFK Göteborg, and has been competing in the top of the league since then. They are known for playing great football, having a large business network and their local connection to Hisingen, a part of Gothenburg.
2
Challenges
BK Häcken has the ambition to grow their audience and to get more fans to visit their home games. But they had limited insights into who the typical “BK Häcken-supporter” is. They are also limited by being a small marketing team with a small marketing budget.
To succeed with their goal, they needed an easy way to understand who their audience are, and a way to reach the right audience without using too many resources or spending a big amount of money on marketing.
3
Solution
BK Häcken teamed up with Samhub to gain a deeper understanding for who their audience is, and to be able to follow up on their new marketing strategies.
They started with a customer analysis to find their best customer segment, and together with our team created a new marketing strategy based on the insights provided about this audience. They also developed a marketing plan around their home games, for both the men’s and women’s team. This plan includes over 30 targeted campaigns per season across three different marketing channels. With Samhub Analytics they could follow up every campaign based both on performance and quality metrics.
The goal was to attract new people to every game, and to remind existing supporters to buy tickets to the upcoming game.
4
Work Process
Our team supported Häcken in putting together their marketing strategy, based on their customer analysis. By placing the Samhub script on their website and in their e-com platform they were able to follow up every campaign and compare to their ideal customer persona (ICP).
1
Customer Analysis
Analyzed BK Häckens ticket-buyers to define and understand their audience.
2
Marketing Strategy
Developed a new, customer-centric marketing strategy together with BK Häcken.
3
ICP's
Developed Ideal Customer Personas for BK Häckens digital marketing and built customs digital audiences for BK Häcken.
4
Campaign management
Launched campaigns before every game in three different channels targeting their best audience.
5
Reporting
Samhub automatically analyzes campaign results and creates reports that show which audience they reach and who’s converting. All marketing channels available in a simple dashboard.
6
Web analysis
Samhub analyzes all the incoming traffic and classfies it based on Mosaic Lifestyles, making their web traffic directly comparable with their customer analysis.
5
Results and Outcomes
Since BK Häcken started using Samhub, they have seen an increase in sold tickets of over 6%. They have also gained a deeper understanding for their audience that is used both internally for their own communication, and externally for partner recruitment.
They save around 12 hours per week on campaign management and are now able to strengthen their brand position with more marketing channels and a larger audience penetration.
6%
Increase in ticket sales
90+
Campaigns launched per season
12h
Saved on campaign management per month
+3
New marketing channels added
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