The Premier League played host to ECAL Founder & CEO, Patrick Barrett and Client Services Director, Cassandra Calleja at the Emirates Stadium on Monday night (25th Sept 2017), for the match between Arsenal and West Bromwich Albion.

It was also a case of ‘Football Meets Football’ (big time!), with Barrett taking the opportunity to introduce the touring NFL team New Orleans Saints to Arsenal, for a media opportunity like no other.

In town for their weekend clash against the Miami Dolphins at Wembley Stadium, 10 Saints stars led by Drew Brees, Mark Ingram and Cam Jordan, were treated to a night out they’ll never forget, thanks to Arsenal and ECAL.

With not even a day’s notice, the New Orleans Saints players were scheduled in for a pre-match pitch walk, media interviews, photo opportunities, shirt presentation and exclusive seating.

The two leading ‘football’ organisations worked together to create huge media value, with the story picked up by major media publishers across the US and UK, including ESPN, Fox, NBC Sports, Yahoo!, The Sun, The Guardian, The Mirror, Daily Mail and others.

For the Saints, this was the perfect promotional lead-in to their upcoming game on the weekend. For Arsenal, well, if there are any Saints or NFL fans that don’t yet have a Premier League team, they may have one now!

The Arsenal social media team produced a video from the footage and released this via Facebook  (541k views), with cross-posting provided to the Saints. A longer video feature was also quickly produced for Arsenal TV, and aired across their affiliates globally.

There was also some amazing ‘user generated content’ by the players themselves. The first goal by Alexandre Lacazette was sensationally captured by Drew Brees on his mobile and posted to Instagram. It’s an awesome moment, and has had more than 60k views. There’s also some cool content from Mark Ingram and the Saints.

ECAL Founder & CEO, Patrick Barrett said “I think this is a great example of how our company is unlike any regular technology vendor. As a team, we pride ourselves in going above and beyond for the success of our partner clients, and I think when you engage in at this level, sometimes, magic happens. Kudos to the unbelievable professionalism of Arsenal. What they were able to achieve as an organisational team, on the day of a game, was pretty damn impressive.”

For the record, Arsenal defeated West Brom 2-0 with Alexandre Lacazette scoring a brace. Arsenal currently sit seventh on the Premier League table.

You can follow your Premier League team throughout the 17/18 season directly from your personal calendar via the official Premier League ‘Add to Calendar’ service, proudly powered by ECAL.

For Arsenal fans, visit Arsenal’s dedicated ECAL digital calendar service for even more great content including First Team Fixtures, Ladies Fixtures, Academy Fixture and Ticket On-sale Dates.

Australia’s Nathan Walker created history on Saturday October 7th by being the first-ever Aussie professional hockey player to play in the NHL for the Washington Capitals.

Born in Wales but having lived in Australia since the age of two (so naturally we claim him!), Walker scored in his first-ever NHL appearance with 1:55 remaining in the second period, as the Capitals beat the Montreal Canadiens 6-1.

Capitals and Walker fans can stay up-to-date with the season schedule, thanks to ECAL. The Capitals ‘add to calendar‘ service will sync all games to your personal digital calendar, with handy alerts, game details and links to Tickets, Latest News, Shop and more.

You can also check out Nathan Walker’s goal here.

We’re wrapped to see Nathan become a true Aussie trailblazer, especially for the Caps!

The ICC, cricket’s governing body has released its 2018 Under-19 Cricket World Cup schedule, powered by ECAL!

Held in New Zealand from 13 January to 3 February 2018, the event will replicate a major ICC tournament in terms of organization and playing facilities giving players their first taste of competing on the global stage.

10 full members of the ICC automatically qualify for the event, alongside the highest placed Associate team, Namibia from the U19 Cricket World Cup 2016 and one qualifier respectively from the Africa, Americas, Asia, East Asia Pacific and Europe regions.

ECAL’s ‘Add to Calendar’ button on the Under-19 Cricket World Cup fixtures page will allow fans across the globe to sync the complete tournament schedule straight to their personal calendar program on mobile or desktop.

The tournament kicks off on Saturday January 13th with Australia opening its campaign against India.

The Australian Baseball League (ABL) has released its 2017/18 Fixture, powered by ECAL.

Baseball fans can easily sync the complete schedule, or favourite team schedule, straight to their digital calendar of choice.

Baseball lovers will never miss a moment with match details updated dynamically throughout the season, with direct access to Memberships, Tickets, Live Scoreboard and Live Streaming for free on ABL.tv.

Season eight of the Australian Baseball League (ABL) promises to be the most hotly contested yet, with the Brisbane Bandits set to defend their back-to-back crown through an expanded ABL post-season.

Follow your team throughout the 17/18 Season and join thousands of Australian Baseball fans who rely on ECAL to stay up-to-date and connected to the ABL via their calendar!

The KFC Big Bash & rebel Women’s Big Bash, Australia’s professional Twenty20 cricket league has released its 2017/18 Fixture, powered by ECAL!

Fans of the eight-team men’s and women’s competitions are treated to a live and dynamic feed of game details, delivered straight to their digital calendar of choice.

Cricket lovers will never miss a moment with match entries automatically updated with TV broadcast information, official game hashtags and direct access to Buy Memberships, Tickets, Online Shop and more, just a click away.

Follow your team throughout the 17/18 Season and join thousands of Twenty20 fans who rely on ECAL to stay up-to-date and connected to the Big Bash via their calendar!

Premier League, the world’s most popular football league, has released its 2017/18 Fixture, powered by ECAL!

Football lovers across the globe are treated to a live and dynamic feed of game details, delivered straight to their digital calendar of choice.

Fans will never miss a moment with match entries automatically updated with localised TV broadcast information, official game hashtags and direct access to Buy Tickets, Livestream, Match Centre, Online Shop and more, just a click away.

Here’s some of the cool promotional strategies used by Premier League and Premier League team clients including Arsenal, Tottenham Hotspur, Newcastle United and others.

Follow your team throughout the 17/18 Season and join hundreds of thousands of football fans who rely on ECAL to stay up-to-date and connected to Premier League via their calendar!

Published by Laurie Sullivan; MediaPost, 1st September 2016.

Organizers for COPA, the South American international men’s soccer tournament, wanted to catch the attention of soccer fans in the U.S., where the games were being held for the first time in the tourney’s 100-year history.

The global fan base also needed help tracking 32 matches across 10 cities with 16 teams, from June 3 through 26.

So COPA’s organizers used ECAL’s technology, which creates calendar-based digital marketing campaigns.

There are other calendar widgets, admits Patrick Barrett, CEO at ECAL, but he says his company provides data, targeting and tracking. “The calendar notification can completely bypass the email box,” he said.

The goal for COPA meant creating awareness and anticipation for the U.S. audience ahead of the Tournament Draw. It also was aimed at building a connected calendar audience of passionate fans, driving early and advanced ticket sales, and collecting profiled data for new fan acquisitions and conversations began in February 2016.

The campaigns required fans to opt in through a sync-to-calendar button on the brand’s Web site. The technology integrated across Facebook, Web sites, calendars, even email.

The consumer chose the tournament schedule, and the technology populated the fan’s personal calendar, alerting them when a Tournament Draw became available.

A tracking URL in each link followed the consumer through the purchase. ECAL knows how much consumers spent, when they made the purchase, and in which category it was purchased.

Before the tournament was announced, there were more than 53,000 calendar subscribers.

The campaign drove total registration of 91,470 consumers; opt-in rate of 73%; active users of 59,456; and an active user rate of 65%.

Overall, the campaign drove 17,201 click-throughs, at a 0.68% click-through rate.

The emerging channel drove $90,042.36 in sales, with an average order value of $441.38. COPA earned fan preferences in event times, ticket purchasing, merchandise, TV vs live attendance, interaction, opt-ins and more at an average CPM of $20 and cost per click of $5.

View the article here

By Eric Fisher, Staff Writer

Published July 18, 2016

eCal, an Australian developer of calendar-based digital marketing products, has struck a multiyear deal with the EPL to develop the “Premier League Digital Calendar.” The product will allow fans to sync team schedules, local broadcast details, ticketing links, and other match-related data into their digital calendars, either on desktop or mobile. The calendar-based platform then communicates to fans a variety of reminders for match times, ticket on-sale dates, last-minute seat availabilities and other related messages. The EPL deal, nearly a year in development, represents a substantial increase in scope for eCal, which works with more than 300 sports and entertainment clients, including the Patriots, Redskins, Celtics, Pacers and MLS. “This is a really important deal for us,” said  eCal Founder & CEO Patrick Barrett,. “You’re obviously talking about one of the leading sports leagues in the world, and this is one that really shows how sports organizations are really beginning to budget for calendar-based marketing.” Financial terms were not disclosed, but the deal is a vendor-based contract. The eCal digital calendar product will be included in the EPL’s mobile apps in time for the beginning of the ’16-17 season next month, and will be available in 14 different languages.

Patrick Barrett, Founder & CEO, ECAL.com

In an increasingly fragmented media landscape, personal and profitable interaction with consumers can feel like a marketing goal that’s just within reach and at the same time as elusive as the Holy Grail.

The introduction of each new communications channel presents an opportunity to finally reach that goal. Yet, even with the unprecedented popularity of highly interactive social media, it has been difficult for most organizations to foster direct connections that convert to profitable action.

Like many innovations, the solution behind ECAL now seems deceptively simple, but achieving it required the patience to nurture an idea and the ability to recognize when technologies had finally aligned to support it.

To turn the introduction of this new tool into an award-winning marketing product with global appeal, we followed a simple three-step strategy.

Identification strategy: The critical first step to identifying market need and opportunity

It was 2001—no one was talking about working “in the cloud” and cell phones weren’t yet “smart.”

I was a sports marketing professional finishing a successful major rebranding campaign for the British Horseracing Authority in London. We used the new consumer website to augment traditional advertising methods, but the inefficiency of printing and mailing track schedules left me wishing for an easier way to share the most up-to-date information with fans.

That seemingly tiny niche market need actually set me on course to develop the first online scheduler that would sync events into a personal calendar.

While it was sports organizations like the British Horseracing Authority (UK), Major League Soccer, New England Patriots (US) and Hawthorn Football Club (Aus) that first recognized the value of the technology, their early adoption established a need and an even wider market for the product.

Engagement strategy:  Breaking through the missing piece in the market place to connect with the customer

The best solution isn’t always the one that seems the most obvious. To find that missing piece of the engagement strategy puzzle, we had to look beyond traditional advertising paradigms.

Each hot new social media channel has been targeted by advertisers because of the highly interactive nature and widespread adoption of these sites. But each new social media channel is simply another media channel, ultimately serving only to further fragment the advertising landscape. According to Smart Insights, ad CTR across all formats and placements is a disappointing 0.17%—less than 2 clicks per 1,000 impressions.

The same can be said of email—essentially the digital version of the stacks of direct mail consumers regularly toss directly into the trash. Consumers have been inundated with email to the point that major providers auto-sort email into pre-set folders, reducing the number of messages a consumer sees, much less opens. Remarkably, open rates on such emails can still average around 16%, but click-through rates have remained discouragingly low, around 1.3%.

Aside from email, there is another app that nearly every person on a desktop, laptop, tablet or mobile phone uses at least several times every day: the personal calendar. The average smart phone user checks their phone up to 150 times per day and 75% of consumers age 18 to 64 report that they rely upon their digital calendar to manage their life schedule.

Being able to book a piece of time directly into a consumer’s personal calendar is an incredibly powerful marketing tool that had never been used to its full potential.

With calendar marketing, brands place the power of content selection into the hands of the consumer, who chooses what they want to see in their personal calendar—sports and entertainment schedules, special offers, even payment reminders—so content relevance to the consumer is nearly 100%. For comparison, the scattergun approach of email marketing is available to anyone who may come across your email address, and may deliver 15% to 20% content relevancy.

Consumers choose to sync an organization’s content to their own personal calendar, delivering not only increased sales and loyalty, but which also works to ‘self-profile’ your audience and provide invaluable contact and preference data that can be used to deliver better communications and make smarter business decisions.

Built as an enterprise-level system to augment any marketing automation suite, ECAL clients own and maintain control of their customer data, and access further insights from behavioral analytics. And that data is rich, working to fuel a more ‘dynamic’ CRM framework. As a valuable CRM component along the entire ‘customer journey’, the ECAL technology contributes to all stages of the value chain, from acquisition to engagement, monetization, and loyalty.

Defining niche:  Few products can be all things to all people

Developing a strategy to right-focus a solution to a particular market pain is crucial. By entering the market with a niche focus, ECAL was able to establish a clear market need and demonstrate the platform’s usefulness across a spectrum of industry verticals.

Early adopters have given rise to significant global brands adopting ECAL as a key element of their digital marketing strategy, including Live Nation (Ticketmaster), Copa America and Premier League. Enterprise clients of ECAL are experiencing up to 90%+ opt-in rates, 70%+ mobile subscriptions rates, 84% new customer acquisition, and increases in revenues driven by consumer responses that have effectively doubled the normal ‘purchase rate’ for some brands, especially for tickets.

The experiences of the early adopters helped prove the wider market value of communications targeted directly into personal calendars. For any organization looking for a deeper relationship with its customers, partners, and others, the use cases go well beyond the original sports schedule niche market: education, retail, transactional, and media, to name a few.

Published by Logan Bradley; SportTechie, 5th July 2016.

Everybody has signed up for an email list at one point in their life and regretted it, it’s almost like a rite of passage. You end up deleting the majority of the messages you get and receive almost no benefit from subscribing.

In fact, according to Patrick Barrett, the CEO of ECAL, email open rates are as low as 5%. That’s why Barrett came up with the idea of delivering user-specific content directly to the consumer’s calendar. “Communications are always seen at the right time through the alerts and reminders that you set through the calendar,” said Barrett. “As opposed to hoping or waiting for someone to open their email.”

The goal of ECAL is to “beat the inbox,” as Barrett puts it, and to be able to communicate to their consumers when it’s most appropriate about the things that are most relevant. One of the reasons you will get content that is most relevant to you is because nobody knows your calendar address like they do your email. Due to this, nobody can spam you, and only you can control what information you select to have sent to your calendar.

ECAL works with a variety of leagues including the recently concluded COPA competition. “We delivered the digital match calendar for COPA,” said Barrett. “That was a very key tool for COPA in its business strategy.”

One of the key things that ECAL was able to do for COPA was build an audience for them very quickly, even before the tournament draw was released. Fans were able to choose their favorite team and have their entire schedule synced straight to their personal calendar. They also provided additional incentive for people to download the calendar by offering a chance to win two tickets to the official COPA draw in New York City.

That’s not all that ECAL offers through its partnership with multiple leagues and tournaments like COPA. They also provide the ability for fans to buy tickets in advance of their favorite team’s game. According to Barrett, through the use of the COPA ECAL, over $83,000 worth of tickets were bought.

COPA isn’t the only large soccer enterprise that ECAL associates with, they also just recently (June 15) launched the Premier League digital calendar. “What’s really important about that (the partnership) is that big brands like Premier League, COPA, MLS and others have calendar marketing as a key part of their marketing mix,” said Barrett.

Clients like the Premier League own the rights to the customer data that they get through the use of ECAL. They have instant, real-time access that they can sort and use to their benefit.

ECAL is based in Australia and works with pretty much every major league there, as well as in New Zealand. In the U.S. they work with Major League Soccer along with teams like the New England Patriots and Washington Redskins of the NFL and theBoston Celtics of the NBA. Given the globalization of ECAL, they do displays in 14 different languages by using widgets that have geo-detection technology to serve every market.

However, their biggest client in the U.S. isn’t a sports team, it’s Ticketmaster. “If you look at the Ticketmaster site for the U.S. now, every event for the U.S. has an ECAL enter calendar link on it,” explained Barrett.

He also said that partnering with Ticketmaster has pretty much doubled their purchase rate from tickets in the calendar.

The days of mindlessly sifting through emails in search of something relevant to you is over. Get exactly what you want and care about directly to your personal calendar with ECAL.

View the article here