How to increase your season tickets sales
For some clubs the season ticket sales are still modest. How can clubs move more of their audience over to season tickets?
Firstly, there are those who attend the matches sometimes. Then you have those who try to attend every home match. Lastly, we have those who actually buy the season tickets. For the club’s benefit, you could say that you should work towards all of these categories. You need to get more people to the matches. You also need to make those who sometimes attend to go more often. And finally, “you should try to get the ones that actively goes to buy a season ticket”, states Brockstedet.
What is it that draws the audience towards a match?
Converting new audience
To attract a new audience, Brockstedt believes that the clubs should be better at inviting for a trial purchase. Set some of the tickets for the biggest matches aside for new audiences. Let their first impression of the club be when the stands are full, there is a great atmosphere and a top opponent. “A guest at this type of match is way more likely to return, than if the stands were half empty and it was slow on the pitch”, Brockstedt concludes.
A huge opportunity
Algerøy points out that many clubs sign new important players during the winter and spring.
“Here is a huge window of opportunities for those who has attended last season, but are not found in the overview of season ticket holders for this upcoming season”, states Algerøy.
According to the public survey, 36 percent of those who purchase single tickets try to attend most home matches. There could be huge gains from getting these to purchase season tickets instead. “In Brann, we sold 6,300 season tickets in 2016. In total, 185,700 tickets were sold, which gives an average of 12,380 tickets per match. On average, it was sold just over 6,000 single tickets per home game, and as Sponsor Insight suggests, 36% of these were more or less to the same people.
This gives the immediate unresolved season tickets at almost 2,200 season tickets for Brann. This is a volume that will even make the most targeted sales manager ecstatic”, says the former sales manager.