Better supporter experience, better business
Great supporter experiences lead to higher engagement, loyalty and profit – both in regards to supporters and sponsors. The key to understanding and delivering what your supporters want and need? Data.
Leverage your data to get a 360° supporter view
With a Customer Data Platform (CDP), you can centralize data from different sources (website, email, social media, apps, merchandise, ticket purchase, stadium entrance, plus more) and get a single supporter view. Below are a few examples of what kind of data you can store in a CDP, so you get a taste of what is possible.
In-stadium purchases
Food and beverage purchases before, during and after the game.
Personal data
Name, email, address, phone number, and more.
Ticket purchase
Does the supporter have a season ticket? What ticket category does the supporter choose? How much does the supporter pay? Is the purchase for one person or for a bigger group (like a family)?
Merchandise
Promote products to supporters that they really like, can afford and are available in their sizes. Why not products with their favorite players?
Stadium entrance data
Did the supporter attend the match? Which entrance did he or she take? Did the supporter log in on the stadium wifi?
Demographic data
Age, gender, employment, family status, plus more.
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Turn supporter insights into action
Insights without action means no added business value. This is one of the advantages of a CDP; the unified data directly becomes available to other systems such as a CRM, a Marketing Automation system and advertising platforms. This means that you are able to act instantly, based on the insights you get.
Boost engagement & loyalty
Deliver an automated and personalized supporter experience across multiple channels, making sure that the supporters get the right message at the right time.
Sell more merchandise
Put upsell and cross-sell of merchandise and ticketing on autopilot. Know who to target, with what offer and when.Fill the stadium
Keep track of the number of sold tickets with a dashboard updated in real-time. Easily identify and target relevant segments to make sure the stadium is filled up at every game.
Gain higher sponsorship value
Give your sponsors valuable and real-time information to build better and more engaging partnerships.Visualize your data and identify patterns
Data Talks CDP allows our clients to see the data by using actionable dashboards. This enables you to analyze the data and proceed to the decision-making phase. One example of a ticketing dashboard can be found below.
You can easily track ticket sales for specific games or against specific opponents across different target groups and find segments that should be targeted for the coming match.
Make data-informed decisions
So far, we have collected, prepared, analyzed and finally, visualized the data. Now it’s time for the most important step, which is about making decisions to act. This step is about doing different initiatives to improve the relationship between the fan and the club and therefore, to increase the profit from every single fan.
Example 1: Upgrade supporters to higher spending class
Using a Customer Data Platform allows you to easily keep track of which supporters attend the games many times, which attend rarely, and of course, who exactly are season ticket holders. You can send a regular appreciation email to thank them for their support, and remind them that season ticket sales have started. With personalized offers, you can convert supporters to a higher spending class. This feels natural for the supporters: for example, we can send a newsletter with statistics from the games the fan has attended last season. It is a simple technique that can increase fan engagement, supporters understand that this email was created for them personally and feel more valued by the club.
Engage first-time buyers
Incentivize supporters to visit more games
Upgrade supporters to higher-priced seating categories
Keep email list up to date
Utilize loyalty for higher engagement and profits
Example 2: Increase ticket sales for empty seats
As we described in the data collection process, we have the ability to track the ticket sales progress in real-time, on an individual level from the day ticket sales start, until the match kicks off. Most European countries have low ticket sales figures on less popular games, and even the markets with high attendance have almost always empty seats. Empty seats mean less profit. How can a club attract more fans to not popular games? Since we have the ability to know which are the occupied seats, we could communicate by email or SMS with fans that have empty seats next to them and offer a discount to buy an additional ticket for a friend of theirs or for their relatives. By taking this action we can not only reduce the empty seats in the stadium, but also increase the fan engagement with those that are less loyal and would need extra motivation to attend a game.
Increase sales
Provide personalized service
Create a better supporter experience
Make your stadium crowded
Help grow the community
Example 3: Season Ticket Retention
It happens often that a fan buys a season ticket to support the club, but they do not always attend the games. The club has profited from the purchase of the season ticket, however it inherits an empty seat in the stadium. This seat could be occupied by another fan that the team would have benefited more from since this particular fan could buy something from the store, or snacks and drinks in the stadium. Therefore it is important to keep the relationship with each supporter, offer them a ticket swap option if they cannot attend, and always try to identify new target groups for the season ticket sales for the coming season.
Engage first-time buyers
Keep season ticket holders engaged
Find new potential buyers
Example 4: Increased engagement and profitability
Loyalty and profitability go hand in hand. The main objective of a club is not just to sell tickets but rather to keep the supporters engaged. Since a CDP allows us to process real-time information about the supporters, such as entering the stadium, we can act immediately and send an SMS or a mobile push notification with matchday offers such as snacks, drinks, and souvenirs from the official store. To take it to the next level, if we even know what the fan has been buying so far, we can create tailor-made offers, using their preferred style, sizes of price category. This way, we achieve higher engagement and increased profits per fan. Also, creating personalized moments such as a fan’s favorite player wishing happy birthday in an email is something that does not directly generate financial returns, but the engagement and appreciation stemming from such activities will guarantee long-term loyalty and higher spending.
Provide a world-class supporter experience
Surprise the supporters with personalization
Show dedication and care
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