Associated Bank (Green Bay, Wisconsin) just wrapped up a checking account promotion that offered two free tickets to the home team Brewer’s opening game.
To qualify for the tickets, customers were asked to open the bank’s special Brewers™ checking account with a minimum deposit of $100. Plus, they needed to make three payments using Associated Bank’s online bill pay, or have at least one direct deposit of $300 or more within 45 days of account opening.
Opening day is like a Holiday
“Opening Day is like a holiday here in Wisconsin,” says Christopher Piotrowski, Chief Marketing Officer. Especially after a monumental season last year.
Opening Day tickets sell out quickly and are hard to come by once they are available to the general public. “Our Opening Day ticket offer gave fans and Associated Bank customers an exclusive way to kick off the season and support their favorite team.”
“By opening a Brewers™ Checking account and funding their account with $100, fans can also receive exclusive Miller Park benefits including a year-round 10% discount at the Brewers Team Store, access to the Associated Bank Check in Gate at Miller Park and 2-for-1 ticket offers for select games. In addition, there’s an opportunity for fans to score up to $300.”
Piotrowski says that the bank used a variety of marketing channels to promote the offer.
“Signage promoting the ticket offer was placed in all Wisconsin branches along with strategic billboards in the Milwaukee and Madison markets. Promotion of the offer is also supported through targeted messaging via e-mail, organic and paid social media and ESPN Radio.”
“We also participated in the recent Brewers On Deck event – an opportunity for fans to get excited about the upcoming season and interact with past and current players. The event was completely sold out this year for the first time, which goes to show the type of passion Brewers fans have and the momentum felt after such a successful season last year.”
“We had a variety of experiential elements as part of the Brewers On Deck event to promote Associated Bank Brewers products and the ticket offer.
“These included a spin to win game with prizes, a Virtual Sausage Race which can be found at Miller Park behind section 113 during all home games, strategic signage, and geo- targeted social media ads to event attendees.
“In addition, as a way to reward our current customers, we invited our checking customers to refer friends and family. By doing so, they receive two Opening Day tickets when one of their referrals qualifies for Brewers Checking.”
Developing long-term relationships
“In order to grow our current relationships and retain our customers, we continuously seek out ways to give back to our existing customer base.
“For example, Brewers cardholders always receive the Brewers Checking benefits – 10% off at the Brewers Team Store, 2-for-1 tickets to select games, and Associated Bank Check-in Gate access at Miller Park.
“Our goal for the Brewers campaign is to utilize our partnership with the Brewers to attract, grow and retain mutually beneficial relationships for Associated Bank through a persuasive campaign that effectively taps into the love and passion of Brewers fans.”
Connection: Christopher Piotrowski, Chief Marketing Officer, Associated Bank, Green Bay, WI; Email: Hillary Anderson, Public Relations Specialist, Hillary.Anderson@associatedbank.com; phone: (920) 491-7183