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Winning Engagement: How TD Garden Boosted Ticket Sales & Fan Engagement with Eloqua, CRM, and a Golden Ticket Campaign

TD Garden

Industry

Sports and Entertainment

Challenge

TD Garden needed a more efficient and engaging way to drive ticket sales and increase fan interaction. Their existing marketing efforts lacked personalization, and disconnected CRM and ticketing systems made it difficult to optimize campaigns. Additionally, they sought innovative ways to boost fan participation and create buzz around upcoming events beyond traditional sales tactics.

Results

By implementing Eloqua and integrating CRM with Ticketmaster, TD Garden saw a 30% increase in single ticket sales and a 22% boost in season ticket renewals. The Golden Ticket social and texting campaign significantly enhanced fan engagement, leading to a 35% increase in social media interactions and a 25% lift in SMS response rates. Marketing automation streamlined lead management, reducing response times by 40%, allowing the sales team to engage and convert fans more efficiently.

Key Services

Content & Messaging Development , Eloqua Enablement & Marketing Automation, CRM Integration, Lead Management & Nurturing , Ticketmaster Integration , Single & Season Ticket Sales Optimization, Group Sales & Merchandising Support

www.tdgarden.com
30%+
Season Ticket Sales
22%
Season Ticket Renewals
+35%
Social Media Engagement
25%
SMS Response Rate
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About TD Garden

TD Garden, home to the Boston Celtics and Boston Bruins, is one of the premier sports and entertainment venues in the U.S. With a packed calendar of NBA and NHL games, concerts, and live events, TD Garden needed a data-driven marketing strategy to maximize ticket sales and fan engagement.

The Challenge

Before working with us, TD Garden struggled with fragmented marketing and sales processes, making it difficult to execute personalized campaigns and optimize ticketing efforts. Traditional email and digital campaigns were yielding diminishing returns, prompting the need for a fresh, innovative approach to connect with fans and drive revenue.

The Solution

After evaluating multiple platforms, TD Garden selected Eloqua for its advanced segmentation, automation, and seamless CRM and Ticketmaster integration. The ability to execute multi-channel marketing campaigns and leverage real-time fan insights made Eloqua the perfect choice.

In addition to implementing Eloqua’s marketing automation capabilities, TD Garden launched a Golden Ticket social and SMS campaign, encouraging fans to engage with the brand across multiple platforms. The campaign leveraged exclusive ticket giveaways, VIP experiences, and gamified interactions, driving excitement and participation.

The Results

With Eloqua, CRM integration, and the Golden Ticket campaign, TD Garden transformed its marketing and sales efforts, leading to a 30% increase in single ticket sales and a 22% rise in season ticket renewals.

The Golden Ticket initiative drove 35% higher social media engagement and a 25% increase in SMS response rates, proving that innovative, multi-channel campaigns could significantly enhance fan interaction. Additionally, automation reduced lead response times by 40%, allowing the sales team to focus on high-value conversions.

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