Because there are so many entertainment options competing for their attention, teams need more than just dollar dogs nights to increase the sales of tickets.
Sports managers and operations directors understand that their fans need unique experiences in order to keep them coming back. Here are three strategies that marketers are using to increase ticket revenue and build loyalty throughout the year regardless of which team they are with.
1. Use data to boost sales
The Milwaukee Brewers love a World Series win, but they rely primarily on data analytics for their loyal fans year after year.
The Brewers Analytics Team examines ticket scanner data, purchasing history, and email for clues to loyalty. To predict their likelihood of renewing, ticket scanner data can show how many season-ticket holders actually attended games. The team also looks at every email received from its supporters, with the assumption being that those who spend more time writing are more committed to fair-weather than the average fan.
To get a more accurate picture of their email subscribers, the Brewers collaborate with a demographic data provider, which includes age, income, and location.
Further insight is provided by post-season polls. Brewers use information from all these touchpoints as a way to determine the most likely season ticket holders to renew. While it’s a smaller number, the revenue potential is far greater, which allows the team a greater return.
The team concluded that increasing season ticket sales can be achieved by asking its sales representatives to focus on fans who are less likely first to renew. Diehard fans don’t require as much convincing.
Diny Hurwitz from Milwaukee Brewers, data analyst at the Wharton School, said that the best customers would buy within a couple of calls. “If someone is most likely renew, why should they be the first to call? They may renew online and not even need to be called. It is possible to miss out on leads, however, if you don’t let people who are less likely of renewing go later.
2. Offers Customized Experiences and Exclusive Perks
It is possible to use fan data for teams to find out what perks and experiences are most popular with certain groups based in their interests.
These are the key factors behind some of the most popular season ticket programs.
For example, long-time Redskins supporters can take part in exclusive experiences such a joining players in a pre-game tunnel before kickoff and having their names added into the Wall of Fame.
Toronto Raptors provides an MasterCard , which allows fans to purchase routine credit cards and collect points that can either be redeemed to buy tickets to the Raptors’ Red Party. They will also receive special gifts as well as the chance to be part of an exclusive Raptors Road Trip.
3. With commemorative event tickets, create excitement
Fans love a keepsake. Tickets for commemorative events are a great way to increase loyalty programs and add excitement. They are an integral part branding and make fans feel like they are a part of an exclusive group.
A well-designed postcard or ticket is an instant social media hit. Users will be compelled to share them with their friends. Organic promotion costs nothing and is just as effective in generating brand awareness as other forms of advertising.
Daytona 500 harnessed the power social sharing when it printed a commemorative Ticket to celebrate the race’s rich history and promote its new stadium construction project. To produce dynamic images that change depending on the angle, the ticket was printed by lenticular printing. One image shows a black-and–white photograph of the track taken in 1959. While the other image shows the exact same track in full-color in 2016, the second image uses lenticular printing. The ticket was well-received on social media. It received hundreds upon hundreds of likes. The $400 million Daytona Rising development project which included the addition to 40,000 seats made it possible for the race to sell out for the first-time since 2008.
Indy 500 celebrates its 100th year with a commemorative ticket. Fans were encouraged by the limited availability of this plastic ticket that featured Juan Pablo Montoya.
“We’re really thrilled about it,” Indianapolis Motor Speedway President Doug Boles stated in an interview to CBS News. “We think that it’s something people look forward too and it will certainly last for a very long time.”
Others teams are testing custom lanyards. These include deluxe tickets for rivalry and hard plastic ticket clips that can be attached to lanyards. They even give fans access to exclusive areas such as press boxes, dining areas, and other areas. This gives them an even greater sense exclusivity.
These fans belong in a different category than others and are willing to pay top dollar to have their VIP experience. Sports franchises with the greatest success recognize this and are constantly seeking new ways to elevate VIP experiences.
This is why they are increasingly turning towards experienced partners to manage the details of these programs. DATA Communications Management is a market leader in this field, offering tickets and management for premium perks. Request a free consultation today to learn more.
