I had a long talk with a client last week about putting more fans in the seats. Currently, they use a mix of several marketing tools: Email marketing inviting website visits, radio spots on the local sports-talk station, print ads.
I then asked three simple questions:
How do they use their current customer data?
How do they market (do they market?) specifically to that list?
How many channels do they allow their customers and prospects to talk back to them through?
Inviting prospective season ticket purchasers to visit a website isn’t the same as giving them a reason to visit a website. And if they don’t visit, how can they learn about your compelling offer? How else can you market to them? How can a team educate the prospective ticket subscriber on all the value of becoming a partial or full season ticket account holder?
Research indicates that an offer is more readily accepted and acted on when the offer is communicated to the correct target, conveys a relevant message, calls for some type of action by the recipient, and allows the prospect to communicate back to the team using a channel that the prospect likes to engage through.
Consider filling 6 or 7 messaging silos with content, not just three or four of them. Besides those mentioned above, we need to be aware that prospects can be reached, and reach back to you, through LinkedIn, Facebook, Twitter, direct response mailings, push marketing and more. Remember to give your target audience a reason to respond, and let them communicate with you in a way that is preferred by them.