Aston Villa

The Brief

Goodform was charged by Aston Villa to promote and generate leads for Corporate Hospitality packages in the Premier League club’s recently developed Trinity Road stand.   

The Work

Following on from an initial successful trial period of 1,000 records, Aston Villa retained Goodform’s services to contact an additional 2,000 small and medium sized businesses in the Birmingham area.  The campaign was to raise awareness of the new corporate facility at Villa Park and push attendance to a pre-season showcase event.

On the back of our good work in the initial project we were commissioned to carry out an additional 450 calls. The second brief was to generate individual appointment leads with businesses who were interested in hospitality packages on both a seasonal and match-by-match basis. 

The Results

The project was deemed a success yielding numerous leads for the sales team to follow up while engaging interest in future correspondence from Aston Villa and creating a good PR and customer centric image for Aston Villa.

Of the 632 successful contacts made during the first project to discuss hospitality packages, 30% responded in a positive manner, with 158 requesting that brochures be sent, and 32 confirming their interest and requesting to be placed on the guest list for the forthcoming event.

Of the calls made in the second project to promote appointments to view the corporate hospitality facilities, with a view to then generating sales, 41% of calls resulted in successful contact being made, with 4% generating hot leads for an appointment.  A further 8% requested that the information be emailed to them for further review.