How the Seattle Kraken Maximized Premium Sales During an Unpredictable Playoff Schedule

When the Seattle Kraken kicked off their 2023 NHL Playoff campaign, they were entering uncharted territory — it was just their second season in existence, after all. Eager to make the most of the opportunity, the team’s sales department began looking for some innovative ideas to promote their premium Suites and Opera Boxes offerings for the weeks (and playoff rounds) ahead.

The Challenge

The unpredictability of the playoff schedule posed a significant challenge in marketing premium spaces. With little time to prepare once upcoming games were confirmed, the old-school techniques of selling premium offerings one-by-one or via website lead forms weren’t going to provide the quick-hitting results the team needed to capitalize on the playoff buzz.

The Solution

By relying on FEVO's efficient enterprise sales tools, the Kraken were able to rapidly create and adjust premium offers in lockstep with the team's on-ice success. This approach allowed them to leverage the momentum of each successive victory to drive immediate sales, with FEVO's streamlined purchasing process also removing several layers of complexity (e.g., lengthy forms or phone calls restricted by business hours) for prospective buyers. This all led to a smoother customer checkout flow and increased conversions, with nearly half of the total purchases completed from a smartphone!

The Value of a Proactive Sales Approach

With full buy-in from their sales, marketing and operations departments, the Kraken were also able to launch targeted email campaigns that drove fans to a custom playoffs landing page hosted by FEVO. This strategy facilitated immediate sales and gathered valuable customer data for future marketing and sales efforts. Another notable perk was the high volume of purchases outside of regular hours following away-game victories, allowing the team to kick off the following business day with sales already underway.