Top 5 ticketing strategies

Top 5 ticketing strategies

Top 5 ticketing strategies

Finally some good news for the sports industry! With the French government's recovery plan, sports facilities will be open to the public again from mid-June (5,000 people initially). So what are the first lessons to be learned from this Covid year? Today, many ticketing experts agree that with this pandemic, we are leaving behind years of price increases, ruthless refund and exchange policies and fixed offers without any regard to fan's expectations and the experience offered. Clubs now have one overriding goal: to get fans back.As we prepare for the new 2021/2022 season and in the continuity of our Top 5 best subscription campaigns, Here is an overview of the top 5 ticketing strategies identified by Arenametrix.

During the derby against the Chicago Cubs, the Brewers proceeded to an online sale exclusive to Wisconsin residents. The associated media plan allowed them to generate both a strong regional identity and commercial pressure on their fans.

Why do we love it ?

  • Through ultra-personalisation and regional segmentation, the club plays on the values and local attachment of the fans. The club ensures a strong proximity with the local communities (those who are most likely to come to the stadium).
  • This practice is commercially interesting to exploit. It creates a sense of urgency for locals and for those who cannot take advantage of the pre-sale.
Wisconsin Brewers Regional Subscription
Wisconsin Brewers Regional Subscription

The Orlando Magics have created the ticketing product "Fast Break Pass”. This full-digital pass allows fans access to multiple games, with randomly assigned seats and ... for one price.

Why do we love it ?

  • This product aims to reach a younger target: digital product, flexibility of the offer and codified marketing.
  • This subscription has its share of uncertainties which appeals to a target group in search of experience. Fans only know where they will be seated an hour and a half before the start of the match. This allows them to try out different atmospheres.
Fast break pass Orlando Magic
Fast break pass Orlando Magic

To celebrate the last game of the 2020/21 season, the Brûleurs de loups club opened a virtual ticket office for all fans wishing to participate in the event. a virtual ticket office for all fans wishing to participate in the event.
For 2€, each fan received a virtual ticket to access the pre and post-game backstage area as well as the registration for the event's tombola.

Why do we love it ?

  • This initiative allows us to maintain a strong link with the fans, especially those who live far away and can't come to the stadium. Will the future of ticketing be digital?
  • The operation highlighted the club's social commitment. The ticket sales were donated to the club's Endowment Fund.
Wolf Burners
Brûleurs de Loups virtual ticket office

The MBL franchise has put on sale a new type of ticketing subscription. The San Mariners propose to its fans to compose their own formula, from an initial investment. The more the investment is important, the more the content is rich and interesting. Then, the fan is free to spend the money as he wants (games, number of seats, location, etc.).

Why do we love it ?

  • This membership gives the subscriber total control and allows them to create their own experience at the club by spending their money as they wish.
  • The program encourages investment (the more you spend, the more you earn) and gives you the possibility to top up your account during the season.
San Mariners flex membership
San Mariners flex membership

The Chamonix Pioneers strategy is to put the fan at the center and to solicit their attachment to the club (and no longer to a season). To do this, they have launched an attractive product with many benefits in addition to the year-round seat: loyalty program, access to contests and promotions, parties organized by the club, surprises throughout the year ... The innovation comes from the automatic re-subscription (without commitment) and a model "à la Netflix" with a monthly payment. Truly, a subscription designed FOR the fan.

Why do we love it ?

  • You create a community of supporters attached to the club (and no longer to a season)
  • It is a way to avoid starting from scratch on a subscription campaign, which saves time, energy and promotes ticketing growth throughout the year
Chamonix Pioneers club subscription
Chamonix Pioneers club subscription

Getting fans back into the stadiums will become the top priority for clubs over the next few weeks. The clubs that will become aware that this product must finally be built around the fan will come out on top. The best practice is to know your audience, their needs, their habits and their desires in order to offer them an adapted and personalized product. Find out more in our latest article on the future of the season ticket.

Pierre Gautier Arenametrix

Pierre Gautier

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

Share this article with your friends!

Share on facebook

/

Share on twitter

/

Share on linkedin

Read more on our data & entertainment blog:

/

Tags:
No Comments

Post A Comment