With so many other forms of entertainment competing for fans’ attention these days, teams need to offer more than just bobbleheads and dollar dog nights to boost sales of tickets and merchandise.
Sports marketers and operations directors recognize they must offer fans unique, personalized experiences to entice them to come back. Here are three strategies marketers are using to boost ticket sales and promote loyalty throughout the year, regardless of their team’s standing.
While the Milwaukee Brewers would love a World Series win as much as any other team, they rely on data analytics to keep their most loyal fans coming back year after year.
The Brewers’ analytics team looks for indications of loyalty using data from ticket scanners, purchasing history and even email. Ticket scanner data reveals how many games season ticket holders actually attended, which can help predict their likelihood to renew. The team also analyzes every email from its fans, with the assumption that those who take the time to write are more committed than the average fair-weather fan.