Haarlem Baseball Week - The future of baseball
Client: Haarlem Baseball Week
Services
Strategy
Ticketing
Marketing automation
social ads
Sponsoring
The results
Days
8
Sold tickets
13,859
Conversion value
€33,979
Europe's largest baseball event took place again from July 12 to 19, 2024. This year, Goalden once again played a key role in strategy, marketing, communications, and sponsorship.
Europe's largest baseball event took place again from July 12 to 19, 2024. This year, Goalden once again played a key role in strategy, marketing, communications, and sponsorship.
The Gameplan
what we did
renewed brand strategy
The very first Honkbalweek Haarlem was held in 1961. The organizers felt it was time for a new brand strategy. In collaboration with Goalden, a new brand strategy was developed with the following pillars:
- The sport of baseball
- Innovation
- Talents
- Experience
- Baseball culture
Marketing and communication
Six months before the event, a marketing communications plan was developed using the CM.com platform. This system was used to send out monthly newsletters, design landing pages, and implement various marketing automations.
During the event, communication with both visitors and potential visitors continued through segmented mailings. For example, every visitor received an automated text message with important information after scanning their tickets, and potential ticket holders received an email with an exclusive discount code. In addition, several emails with highlights were sent to enhance the visitor experience.
Ticketing
Ticket sales were also handled entirely through CM.com. Goalden supported Honkbalweek Haarlem with the setup of this ticket shop. To boost ticket sales, several social advertising campaigns were launched prior to the event. Goalden also created the content for these campaigns.
These campaigns resulted in 350 direct purchases with a total conversion value of €33.979,30.
Sponsoring
Finally, Goalden managed the recruitment of a variety of sponsors. Together with Honkbalweek Haarlem, they explored how to optimize the sponsorship for both parties.