Ticket Sales Tip of the Week #32
The Playoff Ticket Dilemma.
Playoff games compared to regular season dates are superior in the same manner that regular season dates trump pre-season games. With that rational, they should be in greater demand, used as a carrot to encourage fans to buy additional regular season games and be premium priced.
All the above makes sense until the uncertainty variables (TV controlled start times, upsets and shortened series) create midday games, unexpected home dates and weaker brand opponents none of which support your ticket value.
Recommendation: Use the playoffs as a tool to sell/retain season ticket holder commitment by significantly reducing (due to the uncertain variables) and marketing the season ticket holders playoff rate for the 1st two rounds. By the conference and championship rounds, the premium schedule and city buzz generated from playoff success will be justified and not exposed in the secondary.