Acxiom(R) Direct, Turnkey Sports Alliance Creates Competitive Edge For Sports and Entertainment Marketers
21 September 2006 - 2:04AM
Business Wire
Acxiom(R) Direct and Turnkey Sports & Entertainment today
announced they are joining forces to better serve sports and
entertainment marketers who want new fans and more loyal fans.
"Comcast-Spectacor has used Acxiom Direct and Turnkey independently
for several years," noted Peter Luukko, President of the sports and
entertainment leader that owns and operates the NBA's Philadelphia
76ers, the NHL's Philadelphia Flyers, and numerous arenas and other
professional sports operations. "In today's world, the
Acxiom-Turnkey integration becomes a necessity for any successful
sports or live entertainment organization." Uniting Acxiom Direct's
powerful database marketing and data management capabilities with
Turnkey's industry-leading market research and lead generation
tools provides marketers tangible lists of new, prospective ticket
buyers and unmatched insight into audience preferences - the keys
to today's and tomorrow's marketing environment. In the alliance,
the companies have integrated FanTrak, Turnkey's market
intelligence suite, directly into Smart DM Insight(TM), Acxiom
Direct's advanced data management, campaign management and database
marketing solution. The resulting product is an industry first - a
single platform to consolidate data from multiple sources for a
more complete, accurate and actionable view of customers and
prospects. No similar product exists in the industry at the current
time. "The goal is to get more fans in the seats in a way that
serves the fans, the venues and the teams, and this combination of
Acxiom's vast enterprise resource capabilities with Turnkey's
renowned data collection and analytics will make that happen," said
Jay Graves, business unit leader for Acxiom Direct. "Seamlessly we
can build customer profiles, then identify those profiles in the
marketplace - the actual new leads - and then manage the direct
marketing and sales process," said Len Perna, President of Turnkey
Sports and Entertainment. "Bottom-line, it means more revenue at
lower customer acquisition cost." Acxiom Direct, a
database-marketing unit of Acxiom Corporation (Nasdaq: ACXM), is a
leading provider of direct marketing solutions. Acxiom Direct
services more than 70 sports and entertainment clients across North
America, including Madison Square Garden Companies, Delaware North
Company Boston, EMICMG, Comcast-Spectacor, Maple Leaf Sports &
Entertainment, the NBA and the Super Bowl Champion Pittsburgh
Steelers. Acxiom Direct handles all data hygiene processes
(including merge/purge, address standardization, NCOALink(TM)(a)
postal updating, and Do-Not-Call flagging) so clients can put their
IT database issues aside and concentrate on marketing, sales and
service initiatives. Providing an easy-to-use Web-based database,
Acxiom Direct enables clients to manage their customer interaction
and execute all of their direct marketing campaigns via e-mail and
direct mail. Turnkey Sports and Entertainment, the Haddonfield,
N.J.-based leading market research and data collection firm in the
sports and entertainment industry, will contribute its FanTrak
Surveyor and FanTrak Prospector suite, which allows marketers to
conduct market research, analyze data collected, and automate sales
force management of new leads. Since launching FanTrak 3 years ago,
Turnkey has licensed more than 125 clients including MLBAM and the
majority of MLB clubs, MLS and all MLS clubs, the NFL, the AHL and
all AHL clubs, NHRA, Comcast, Delaware North Companies, Kroenke
Sports Enterprises, AEG, Maloof Sports, agencies such as Genesco
Sports Marketing and Just Marketing; and brands including
Chevrolet, Oldsmobile, Subaru, Jeep, Dodge, Chrysler, Greyhound,
Pine Sol, Clorox, La Salle Bank, Washington Mutual, etc. Founded in
1996, Turnkey is the industry's leading provider of market
intelligence, executive recruiting and financial advisory services.
Turnkey's areas of expertise reflect the necessities for success in
sports and entertainment: actionable market intelligence, a strong
cohesive management team, and objective in-depth financial
analysis. More than 100 teams, properties, sponsors and agencies
employ Turnkey (www.TurnkeySE.com) to take a pro-active approach to
brand management. About Acxiom Corporation Acxiom Corporation
(Nasdaq: ACXM) integrates data, services and technology to create
and deliver customer and information management solutions for many
of the largest, most respected companies in the world. The core
components of Acxiom's innovative solutions are Customer Data
Integration (CDI) technology, data, database services, IT
outsourcing, consulting and analytics, and privacy leadership.
Founded in 1969, Acxiom is headquartered in Little Rock, Arkansas,
with locations throughout the United States and Europe, and in
Australia, China and Japan. For more information, visit
www.acxiom.com. Acxiom is a registered trademark of Acxiom
Corporation. (a) Acxiom is a non-exclusive Full Service Provider
Licensee of the United States Postal Service(R). The following
trademark is owned by the United States Postal Service:
NCOALink(TM).
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