Entering the 2023 season, the Brewers struggled to connect with fans after a disappointing end to 2022’s campaign and a variety of unpopular roster decisions.
This “Missing You” campaign was directed at previous Season Ticket Holders who had not renewed their plans. To restart the conversation with these customers, we sent these fans a special direct mail piece as a “softener” for our sales team to reconnect with them.
Featuring cutting edge creative, this campaign was an overwhelming success, both getting customers’ attention and driving record results. The piece was recognized by MLB in March 2023 as a “Most Valuable Practice”.
Here’s a breakdown for this piece of creative:
How do you reconnect with disengaged customers?
Creative that stands out
We didn’t want to send our customers any old direct mail advertisement. Instead, we wanted to create both an eye-catcher and a potential keepsake.
We landed on sending these customers a customized, fully authentic-looking lineup card. This card used variable data to insert the customer’s name into the first spot in the lineup — the “leadoff” spot. The back off the card featured messaging that implored the customer to get back “in the lineup” for the coming season.
As a 17x11” piece, the card was delivered in a noticeably large envelope, seeming more like a package delivery than a piece of advertising. Printed on authentic, high quality material, we hoped customers would choose to keep this piece as something to display or show off.
My role in the project: I came up with the concept for the campaign (the idea for a lineup card), plus worked closely with our Art Director on executing the creative — i.e. crafting the messaging and writing the copy for the sales piece on the backside of the card.
