Ticket Sales Tip of the Week #98
(The secondary market is the competitor to your memberships)
If season tickets account for 95% in a full building and members can recoup their cost for games they can’t attend, the secondary is a great partner.
If members can’t recoup cost for games they can’t attend:
-Don’t be greedy on the membership per game price.
-Offer full value ticket exchange to offset this flexibility with the secondary
-Add value/recognition exclusive to the seats exclusive to members.
Staples to retain and grow membership if you’re not 95% full.
-Flexibility- full value ticket exchange. If you stipulate exchange within 48 hours, expect fire sales 2 days before on the secondary.
-Attach the Members benefits (card/app) not the tickets- Allow the account holder to recognize a limited # of partners in the seats the same benefits.
-Open the gates early on Giveaway nights to Members only.
-If you encourage members resale, don’t be greedy. Take your cut after members have recouped their cost.
– Rewards members with playoff ticket value in the early rounds. By discounting the unknown early round schedule you eliminate the fear of overcharging your best customers.
Friday I’ll highlight the stars who doing this really well.
If you appreciate it, let me know. To learn more; bencobbold@withinscope.ca