How best to get the ticket holder on board was the biggest question asked from our January 11 briefing. What is the best way to give the fan a better game day experience, reward them for loyalty, market to them in a relative way, and open up new revenue streams for your team? Ask them, then listen to their response.
Like it or not, relative to their fans, teams have a small client base in the form season ticket holders, but a very large prospect base in the form of the secondary market. The numbers vary, but all agree that the secondary market makes up the majority of people actually attending games. They also spend more per ticket, on average, than the season ticket holder. So who are those people and how does a team find out?
The answer to that question is basic in theory, delicate in execution. We all know that due to the treasure trove of data that can be collected, game day admissions is moving from traditional to mobile.
However, should loyal season ticket holders lose an entrenched expectation because other account holders re-sell their tickets on the secondary market? Do all account holders forfeit their traditional souvenir tickets as a result? Eventually, maybe, probably, yes?
Which type of account holder is actually more valuable to the team, the account holder who attends most of the games, or the account holder who sells most of their games thereby giving the team a broader audience to market to? And what will teams and their leagues focus on, providing a performance product that drives attendance and attracts viewers, or a marketing plan that rewards those who participate in the experience?
So, how best to get the ticket holder on board? Those who know these briefings already know the answer: Crawl, Walk, Run.