7/12/2005 - CIS Utilized at MLB All-Star Game
Detroit, MI - Custom Intercept Solutions is Utilized at the Major League Baseball All-Star GameCustom Intercept Solutions’ mobile research technology was utilized by The Marketing Arm (TMA) at the 76th annual Major League Baseball All-Star Game held on July 12, 2005 at Comerica Park in Detroit. TMA is a premier experiential marketing agency focused on sports, entertainment and cause marketing. The purpose of their surveying at the All-Star Game was to obtain direct feedback from game attendees regarding their radio listening habits as well as their perceptions, knowledge of and buying habits toward satellite radio for their client XM Satellite Radio.
TMA performed surveys at Comerica Park for a short period of time leading up to the Game collecting more than 120 completed surveys. From these results, The Marketing Arm was able to tell XM the types of music and sports radio All-Star Game respondents listen to as well as the impact of having each type of programming on XM would have on respondents’ decision to purchase satellite radio. The survey process also provided an excellent opportunity to educate respondents on all aspects of XM’s brand from programming to pricing.
Additionally, respondents were given the chance to win a free package from XM Satellite Radio simply by entering a valid email address. By doing so, TMA was able to capture the email addresses of approximately 60% of respondents, greatly enhancing XM’s reach to interested customers. More importantly, by utilizing the filtering and crosstabulation features found in Custom Intercept Solutions’ powerful reporting tools, XM was able to identify specific pre-qualified individuals, based on their answers to certain questions, and follow-up with a targeted email marketing campaign.
For more information on how Custom Intercept Solutions’ versatile research technology can be utilized to enhance your business, visit us online at www.customintercept.com.