Under Scott's leadership, the TicketCo platform has become a vital tool for understanding customer demographics and targeting marketing efforts effectively. "This data helps us understand who our customers are and which segments we need to target more to increase revenue," Scott explains. By breaking down ticket sales into various categories—such as concessions, general adult, youth, and kid tickets—the platform provides valuable insights into customer behaviour.
One key strategy has been addressing the needs of younger fans. Scott noticed that higher ticket prices were deterring kids from attending games. To counteract this, the club introduced a season ticket for kids at £20 and another for youth academy players at £10. "This approach has significantly increased attendance among younger fans," Scott notes. Previously, kids might only come to a couple of games a season, but now, with affordable season tickets, they're attending 15-17 games. This not only boosts ticket sales but also leads to more merchandise sales as these young fans buy training shirts and other items when they come to the games.
Scott emphasises the importance of data-driven decision-making. His colleague, who manages the data export from TicketCo, creates detailed reports with pie charts and graphs. These reports provide insights into the distribution of the fan base and help identify untapped markets. For instance, analysis revealed that while there is a potential audience of 40,000 people, only about 4,000 attend games regularly. "His research helps us figure out how to attract those who live nearby but don't currently come to our matches," Scott explains. A survey conducted to understand what would attract these people to the games highlighted the importance of value for money and a family-friendly atmosphere.
Marketing events and promotions are also a significant part of the strategy. Events like "Meet the Players" and "Meet the Owners" have been particularly successful. "For 'Meet the Players,' we invited the first 100 kids who responded to play on the pitch, which was a huge hit," Scott shares. These events help the club engage with the community and attract more fans to the games.
Additionally, the club has introduced special ticket options such as the OAP (Over 65) corporate box ticket, which includes a guaranteed seat, a cup of tea, and warmth during winter games. This initiative has been well-received and adds an extra revenue stream. "We've had a reasonable response to the OAP corporate box ticket, which has worked out quite well," Scott states.
Effective communication with fans is crucial for the success of these initiatives. Scott's colleague manages an email system that gathers data from TicketCo and sends targeted emails. These personalised emails come across as official communications from Coleraine FC, effectively engaging fans.
Scott acknowledges the crucial role that TicketCo has played in their strategy. "TicketCo has been a crucial part of our strategy, providing the data and tools we need to segment our audience and target them effectively," he says. This collaboration between the data team and marketing efforts has been a game-changer for Coleraine FC, resulting in increased ticket and merchandise sales.
By using customer data to inform their strategies, Coleraine FC has successfully boosted both ticket and merchandise sales, demonstrating the power of data-driven decision-making in sports marketing.
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