The Case Studies: Wigan Warriors

Wigan Warriors Leverage Relay Station's Voice Broadcasting Technology to Boost Season Ticket Sales

With an average home match attendance of 15,000 and an eye on upping season ticket sales, the Super League club entered into a strategic business relationship with Relay Station in October 2006 using its technology to proactively communicate and interact with supporters.

Like other Super League and Football Clubs, Wigan Warriors found that Relay Station's voice broadcasting technology was simple and highly-effective to use. A player is chosen to record a message, phone numbers of fans are copied from a database to a spreadsheet, and both are emailed to Relay Station with instructions when to broadcast.

"Our first voice message broadcast to supporters was a reminder to renew their season tickets and it was sent to their home phones numbers a week before the deadline," says Simon Collinson, Wigan Warriors' marketing director. "We used the voice of our popular hooker Micky Higham to record the personalised message and the success of that exercise led us to repeat the promotion in 2007 using the voice of League legend and new Chief Executive Joe Lydon."

But Wigan's marketers were so delighted with the results of their season ticket initiatives that they decided to use the technology to promote other offers such as special prices for specific fixtures. The result? Fan attendances at less popular matches increased.

"We're delighted with the impact of Relay Station's voice broadcasting products on season ticket sales and special promotions," adds Simon Collinson. "Voice broadcasting enables us to personally engage with each of our fans simultaneously, with the minimum of fuss and without breaking the bank. We plan to extend our voice broadcasting initiatives further."