VERIZON: CASE STUDY
YANKEES FANS MAKE THE SWITCH THE STATEN ISLAND YANKEES GIVE THEIR FANS TWO IRRESISTIBLE REASONS TO MAKE THE SWITCH TO NEW HIGH-SPEED VERIZON SERVICE. competitor’s feed. Staten Island Yankees fans could see and feel the difference. The FiOS TV picture quality was so crisp, that when fans were shown clips of baseball games, they could actually count every blade of grass on the field. In addition, the FiOS Internet speed was turbo-charged. Pictures and videos of the games downloaded in a snap.
Sweeten the Switch
Background
Verizon has always had a strong presence in Staten Island. However, that presence was usually restricted to the standard land lines and wireless service. That all changed in 2008 when Verizon introduced what has become the foundation of their service to Staten Island, Verizon FiOS. FiOS is Verizon’s high-speed fiber-optic Internet and TV service. Once they launched the service, Verizon needed a way to show it off and convince people to switch from the competition. The Verizon partnership with the Staten Island Yankees provided the perfect stage for generating valuable sales leads through one-on-one contact with prospective customers.
Once fans saw the FiOS service, the Staten Island Yankees wanted to add something more to make switching an offer no one could refuse. As a result, Verizon and the Yankees decided to give a limited edition Yankees jersey to every single person who made the switch. This special jersey was not available in the team store or on the Internet. The only way a fan could get this jersey was by signing up for Verizon FiOS.
Fans Get Connected
With an exciting offer for such a fantastic product, the next step for the Staten Island Yankees was to spread the word. The offer was promoted in newspaper advertising, the Staten Island Yankees PlayBall! game program and on the 200-foot
The FiOS Advantage
Switching your phone, cable and Internet provider ranks right up there with going to the dentist, shoveling snow or getting audited by the IRS.
LED outfield wall. An email blast was delivered to more than 50,000 Staten Island Yankees fans telling them about the offer. Also, the team mascot Scooter made in-store appearances at Verizon stores. In the end, the presentation was highly successful with Verizon signing up almost 200 people in just a few short months. When Verizon brought their state-of-the-art Verizon FiOS service to Staten Island, they needed a way to make switching not only easy but rewarding. That’s where the Staten Island Yankees came in. First, a Verizon booth was set up on the concourse at Richmond County Bank Ballpark to showcase Verizon’s new service. And this wasn’t just any old booth with some salespeople handing out pamphlets, this booth had a live feed of both FiOS, TV and Internet. The booth also had the Staten Island Yankees • Richmond County Bank Ballpark • 75 Richmond Terrace • Staten Island, NY 10301 • (718) 720-9265 • siyanks@siyanks.com