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Part 1 of the 2 Part Series:
This episode of the Sports Marketing Machine Podcast focuses on marketing for mini-plans in the sports industry. Mini-plans are a way for fans to attend a set number of games during the year, and teams often choose the most popular games or games they want to sell out for these plans.
The goal of mini-plans is to eventually convert fans into season ticket holders.
The episode provides strategies for promoting mini-plans during the preseason, segmenting lists of current mini-plan buyers and single game buyers, targeting warm audiences with Meta ads, and using multiple touch points to reach fans. The episode concludes with a discussion of the next steps in the mini-plan marketing series and a summary of the main takeaways.
Takeaways
- Mini-plans are a stepping stone for fans to eventually become season ticket holders.
- Segment your lists of current mini-plan buyers and single game buyers to tailor your marketing messages.
- Utilize multiple touch points, such as email, phone calls, and social media ads, to reach fans and increase ticket sales.
- Consider using Meta ads to target warm audiences and promote your mini-plans.
Chapters
00:00 - Introduction
01:06 - Mini Plans as a Long Game
03:16 - Segmenting Lists
04:40 - Targeting Warm Audiences
06:02 - Multiple Touch Points
07:29 - Using Meta Ads
08:52 - Constant Reminders
09:48 - Consider Postcard Marketing
I break down segmenting audiences for targeting mini-plan sales:
Fans who attended 2-5 games = marketing the 3 -6 game plan
Fans who attended 6-10 games = marketing the 6 game, 9 game, 12 games or half-season plan
Episode 21 has information about the Meta Business Suite audiences
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