Ticket Sales Tip of the Week #100
(Attach the membership perks to the account not tickets)
If for no other reason than as a team you’d like to have a relationship with the people your corporate or personal ticket holder shares the seats with. Last week had I bought from the primary market I would have given up benefits I earned b/c I bought from the secondary. That’s wrong, wrong, wrong.
Similar to Jesse Cole and Emily Cole of the Savannah Bananas ensuring every decision goes thru the same filter: Does it improve the fan experience? Teams due to the verified secondary market controlling location and price, need to ensure they’re making adjustments to improve the Membership experience.
In addition to ideas like early entry, guaranteed giveaways, concession discounts and ticket exchange for future and past games, by issuing numerous membership cards to each account (based on them committing to a percentage of games in the accounts seat location) you’re helping your account holder retain ticket partners who they’re presently losing to the secondary market.
Major League Stars- Will Kay VP of TS Hamilton Tiger Cats (football) and Nicole Demers VP of Business Ops Hamilton Forge (soccer)
Season Ticket benefits like 15% concession discount are attached to a membership hardcopy/or digital and not the seats.
Minor League Stars- Anthony Sprague GM Buffalo Bisons (Baseball)
The Bisons send out monthly concession coupons directly to account holders.
If you appreciate it, like it. To learn more: ben.cobbold@withinscope.ca