EGC Profiles Islanders Fans

When they wanted to learn what makes season ticketholders passionate about their team, the New York Islanders turned to The EGC Group.

To help them find the answer, EGC developed a research program to determine what the fans like and dislike about the game, the experience and the team as well as certain demographic information. The Agency then posted the study online and asked every season ticket holder to participate via email and hard copy invitations.

When the month-long online study concluded, EGC analyzed the participants’ feedback and compiled a comprehensive report containing recommendations for ways the Islanders could use the information to strengthen marketing, improve in-game experience and ticket sales, and improve communication with existing and potential ticketholders.

In addition to the online study, EGC used Claritas PRIZM^® NE software to gather information about the demographics of the average season ticketholder using only their names and addresses. This profiling enabled EGC to help the Islanders identify locations where there are pockets of people who, based on their similarities to existing season ticketholders, are likely to want to purchase their own season tickets.

All this research is helping the Islanders become better at precisely targeting potential ticketholders and communicating with existing ticketholders—lowering their marketing costs and reducing marketing waste.