8%
Year-over-year revenue increase
Professional Sports Team in Dallas, TX
Retail Case Study
Growing Season Ticket Revenue by Concentrating on Proven Buyer Areas
A professional soccer team needed to reverse a softening season-ticket trend and improve campaign efficiency.
Vado identified where likely season-ticket buyers were concentrated and where broad historical targeting was creating waste.
The team reduced spend across low-response territory and reallocated toward high-propensity geographies.
Past Customer Activity
80%
Sales from recommended target areas
843%
Media engagement lift in target zones
Executive Summary
The project replaced broad awareness-style targeting with a conversion-first geography strategy tied to proven buyer behavior.
This increased both revenue and response quality while reducing budget waste across low-yield areas.
The Challenge
The club needed a practical way to improve ticket conversion without simply increasing media volume.
- Large portions of historical targeted geography had low conversion relevance.
- Spend distribution did not match actual season-ticket buyer concentration.
- Leadership needed clear evidence that reallocation would lift sales.
The Approach
Season-Ticket Buyer Profiling
Historical ticket activity was used to model likely buyer households and zones.
Geography Compression
67% of prior coverage was reduced and resources were concentrated in the top 33% opportunity area.
Zone-Level Monitoring
Sales and engagement were tracked by target zone to guide ongoing refinement.
Recommended Target
The Solution
The team adopted a tighter campaign footprint focused on where conversion probability was highest.
Creative and channel investment were aligned to these zones to reinforce response quality and ticket intent.
The Outcome
Targeting precision delivered stronger season-ticket performance and a clearer map of where growth comes from.
8% increase in revenue YoY
Season-ticket revenue improved after campaign footprint realignment.
80% of sales came from recommended areas
Most conversions originated in the newly prioritized zones.
843% increase in media engagement from targeted areas
Audience quality improved sharply in the refined target footprint.
Key Takeaways
- Focused geography can outperform broad market coverage in ticket sales campaigns.
- Conversion-based audience design should guide sports media planning.
- Zone-level reporting helps keep allocation discipline after launch.
- Reducing map size can improve both efficiency and results.
Frequently Asked Questions
Did reducing geography hurt overall awareness?
No. Awareness efficiency improved because spend was concentrated on likely ticket buyers.
How was engagement improvement measured?
Engagement rates from targeted zones were compared against historical campaign baselines.
Can this strategy work for other sports properties?
Yes. The same buyer-propensity and zone allocation model applies to many ticketed events.