Segment your fans.
Understand their motivations.
Price your tickets right.
Grow your revenues.
Issues you might be facing
As a sports club or federation, you face the challenge of optimizing ticket sales to maximize revenue and grow the size of your audience. Determining the right ticket products and prices, for the right fan segment can be complex and time-consuming. To overcome this challenge, you need a comprehensive analysis of your internal & external data and insights into fan motivation factors.
Deliverables
PESTEL & SWOT Analysis: We will employ the PESTEL & SWOT frameworks to understand the macro-environmental factors affecting the industry, as well as market position and brand perception
Ticket Sales Data Analysis: Analysis of your ticket sales data, including historical records and current trends, to identify patterns, correlations, and insights.
Fan Motivation Assessment: A deeper understanding of what drives your fans to purchase tickets in 3 categories: Economic Value and game.
Fan Segments Recommendations: Recommendation of fan segments and personas based on the existing data and the market research
Pricing Recommendations: Based on the analysis of ticket sales data and fan motivation factors, I will make informed suggestions on optimal ticket prices. This will help you avoid overpricing or underpricing, ensuring maximum revenue generation.
Outcomes
Effective Marketing Campaigns: Utilize data-driven insights to develop targeted marketing campaigns that resonate with fans, and drive ticket sales and merchandise revenue.
Strategic Fan Acquisition and Expansion: Identify untapped markets, fan segments, and develop targeted acquisition strategies to expand the fan base and increase market share.
New Fan-Centric Ticket Products: Utilize fan personas and market insights to identify gaps and develop innovative ticket products
Understanding Willingness to Pay: You will gain a comprehensive understanding of your fans' willingness to pay for tickets, allowing you to align pricing strategies with their expectations and maximize revenue potential.
Format
Depending on the size of the organization it can take 5 to 9 weeks.
Week 1:
Kick-off Meeting: Align objectives, scope, and timelines.
Download the organization's strategy and engage key stakeholders.
Week 2-3:
Data Collection and Stakeholder Interviews: Gather relevant data sources and conduct interviews with key stakeholders from
sales, marketing, sponsorship, and operations.
Week 3-4:
Current State Analysis: Analyze collected data and stakeholder inputs to assess the organization's current state and identify gaps.
Week 4-5:
Fan Persona Analysis and Recommendations: Analyze fan data and create comprehensive fan personas for targeted marketing and ticket product development.
Week 6-7:
Ticket Product Developments: Develop new ticket products based on fan personas and market insights to address gaps and increase revenue.
Week 8-9:
Marketing Strategy Development: Create a marketing strategy aligned with the new ticket products and targeted towards specific fan segments. Finalize Recommendations and Deliverables: Refine analysis, recommendations, and deliver a comprehensive report and presentation, including the implementation roadmap.
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