Look at it from a customers point of view
“The customer journey to purchases has a huge room for improvement for a vast majority of clubs, and better solutions in this segment could generate higher season ticket sales”, says former sales manager for the private sector in Sportsklubben Brann, Dag Frode Algerøy.
“Put yourself in the audience’s place and focus on the customer journey. The audience is becoming more and more technology-friendly, and this should be met with more modern solutions. Use mobile seating charts, easy order and payment solution without barriers such as usernames and passwords. Keep in mind that your season ticket customers are only online with your ticketing system once a year, and there is a big transaction at stake. Do everything in your power for this one visit to be the gateway to a long and good relationship, and is not ruined during the purchasing process”, says Algerøy.
Clubs have great channels
Sponsor insight published the football fan research, called Publikumsundersøkelsen 2016, based on 4,470 thorough web interviews with respondents from the Norwegian CRM system of Toppfotball. Algerøy has noted the differences between season ticket holders, and those who come to most matches without buying season tickets.
“In the first category, we find the adult audiences with a conservative act pattern. They prefer paper newspapers rather than networks as medium to keep up to date about their club, possibly is a member, and tend to buy season tickets every year. The other category is the regular audience who uses single purchase tickets. The majority of these are between 18 and 29 years old, they are very interested in football, and they spend a lot of money at the stadium. We also see that they are positive to new technology, they use social media, and they often are a member of the supporter’s club. In other words, it is a group the clubs can easily reach”, says Algerøy.