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Five things you need to know to run a successful subscription campaign

Five things you need to know to run a successful subscription campaign

In a few weeks' time, the team sports seasons will come to an end and a crucial period will begin for most clubs: the subscription campaign. If some clubs easily market their subscriptions their subscriptionsfor most of them, this is not the case. To succeed in this first stage of a season, there are five steps to take.

Product definition

Gone are the days when a season ticket consisted of a seat for all the games of the season, a small gift and 10% in the club shop. Lifestyles are changing and fans' expectations are also evolving: reluctance to commit to all the games of a season, a "rigid" product with the same seat assigned for a whole season, difficulty in "lending" one's season ticket, the comfort of home against the stadium, etc.

In order to "break the codes" of subscription, some clubs offer monthly subscriptions including ancillary services and unconnected to the sporting season. To allow subscribers to easily transfer their seats, some clubs such as PSG or Stade Français allow the resale of season ticket holders' tickets on an official and secure platform.

Finally, it seems essential to (re)add value to subscriptions by offering privileged access, both digitally and during dedicated events or to reserved areas in the stadium. It is also possible to offer exclusive or all-you-can-eat catering options. all-you-can-eat.

The qualification

Focus your efforts on your subscribers and prospects who are most likely to sign up for a subscription. This product requires a strong commitment from fans, both in terms of money and time. You need to be able to identify fans who are ready for these levels of commitment.

For current season subscribers, several criteria can be determined: no-show rate, commitment to content (newsletters, social media), probability of changing subscription category (from reduced to full price, for example)

For people who were not subscribers and whom the club wants to convert to a subscription, the aim is to find those who have seen several matches during the season. A particular focus could be placed on contacts that are similar to those of existing subscribers (in terms of location, age, family situation, etc.).

Setting up surveys or questionnaires before the subscription campaign can also help to qualify or pre-qualify contacts.

Acquisition & retention

To build loyalty and acquire subscribers, it is necessary to use multiple communication channels: posters, radio, TV, press, web (display, search, social), etc. However, it is important to focus on identified and qualified targets: it is very rare that a fan who has never bought a ticket becomes a club subscriber overnight.

It is therefore necessary to focus on people identified as such, for example, using data from CDP. It is then a matter of using the possible communication channels based on this data.

On the web, one can use tools to build audiences using basic contacts, as well as statistical twins. And, of course, use emailing tools.

In the media or outside the media, we can aim at media whose audience is closer to the qualified targets: local press, posters in one district rather than another, regional detachment of a music radio rather than a local radio (or vice versa), etc.

Targeting and personalisation of messages

The different messages that will be used will correspond to the specificities of the subscription product, as well as to the targets that will be aimed at: the Family subscription will only be proposed to contacts likely to subscribe to this subscription, for example.

Qualification work is essential to get the right message the right message to the right person. Emailing tools that allow for message personalisation and automatic email sequences can make it quick and easy to roll out particularly tailored and subscription-generating emails.

Churn prevention

At the end of the campaign, it is essential to focus on subscribers who have not yet renewed their subscription. The aim is to identify them, and then to have direct contact, by email or telephone.

This exchange will then make it possible to finalise the sale of a new subscription or to identify the reasons for non-subscription. It will then be possible to respond directly to the objections, to propose other forms of ticketing (package including several matches, for example) or to highlight other products (merchandising, ott, etc.)

Work with the sports experts at Arenametrix to prepare your next subscription campaign

Alexis Riotteau

Would you like to carry out a data & CDP diagnosis of your organisation? Take advantage of 30 minutes of free consulting by reserving your slot.

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To prepare for the 2021/22 season, we invite you to participate in our next webinar dedicated to the subscription campaign.


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