Ticket Sales Tip of the Week #59
(Rewarding your best customers needs to be Rule #1)
I go back to a statement made by Greg Loewen CEO of Digonex one day when we were pitching a variable pricing proposal to the Ontario Science Centre. “Our purpose is to ensure we build a service that is attractive and retained by the smart buyer.” GL ‘2020
Relaying this to ticket sales, if your season ticket holders and group accounts are flocking to the secondary market to buy what they need on a game by game basis, sound the alarm bells. Not only is a new clients 8-10x harder to find then retain, a single season ticket holder pair represents in baseball between 140-162 tickets.
Immediate Solution: Be proactive while you still have them as customers. When the secondary is below their cost or nobody is buying the ticket around them, acknowledge it. Ask what you can do them? Find out what’s important to them? Surprise and delight them with a kind offering. Customers are like friends, if you have their back, the good ones will give you some rope.
A favorite example: When an early commit group showed up to empty section paying 5x the game day value, the team group rep moved them down and sent the group leader 2 promo jerseys.
Next season solution: Adjust your offering to counter the reality. Typically, flexible ticket exchange not price reduction is the best first practice.
To learn more ask: chriskelly@withinscope.ca