Case Study

Satisfying Members and Increasing Revenue

Objectives achieved:

  • Satisfy members
  • Increase revenue
  • Minimize upfront costs
  • Create new product lines
  • Utilize staff resources effectively

The United States Rowing Association is the national governing body for the sport of rowing in America, overseeing the US National Team and providing services to the 100,000+ rowers in the U.S.

In 2010, with the support of the U.S. Olympic Committee, USRowing began streaming video coverage of its regattas, including regional and national championships for youth, club, senior and Masters rowers, as well as its National Team selection events.

While the USOC provides infrastructure for live streaming, USRowing needed to defray the additional cost of fielding camera teams and specialized equipment to produce real-time race video over the 2000-meter course. CEO Glenn Merry knew high-quality downloadable race videos would appeal to rowers of all ages. With valuable content and an avid community, he needed a simple, secure and efficient way to sell media online without prohibitive upfront costs.

Bitmenu Inc.

CEO Merry discovered Bitmenu Inc., developers of a new, white-label digital fulfillment service for publishers that supports all types of digital media--video, audio, PDF, and compressed files.

Metrics

Participating in a pilot test program using the Bitmenu VendorSM service, USRowing sold over 1,000 videos in less than four months. With no upfront costs, the internal staff was able to quickly create the content and promotional offers generating revenue by selling through the USRowing website, Twitter, Facebook and email broadcasts.

Each 6- to 8-minute video features one medal race from a regatta; some regattas run as many as 200 medal races. Once the event videos are posted online, sales begin.

Events too costly to market as DVDs can now immediately generate revenue. Team members, families, friends, fans and enthusiasts can now get a copy of their favorite races and view it on their mobile device or computer. Members see this as a valuable new service.

All USRowing digital product offerings are based on existing media, minimizing production costs. Post-sale, a Bitmenu Vendor report details the buyer information, transaction data and purchase patterns.

Community

Many of USRowing's events are regional and national, with crews traveling hundreds or thousands of miles to compete. For parents, friends and fans unable to join the trip, viewing races on a smart device and making impulse purchases of camera-quality video allows them to participate in the experience. For competitors, the videos make excellent keepsakes and sampling material for end-of-season and college recruiting videos.

Outreach

Digitized versions of educational DVDs and training materials have resulted in new product line offerings. Buyer interest is strong, with many purchasing $150 or more per visit. USRowing now has an automated global fulfillment system providing instant delivery while reducing costs and completely relieving demand on staff.

USRowing Coaching and Training Media - Facebook Product Page

For More Information

Please contact us at publish@bitmenu.com.