Sports Marketing Machine Podcast
77 - How to Turn Single Game Buyers Into Multi-Game Buyers
Jul 23, 2024
Marketing directors face a major challenge in turning single-game ticket buyers into loyal fans. Only 33% return for another game! A strategic post-game email can be a game-changer. Thanking attendees while offering personalized discounts encourages repeat attendance. Personalized communication strikes when the excitement is fresh, boosting conversions. By implementing this approach, teams can transform one-time buyers into multiple attendees and even potential season ticket holders.
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Quick takeaways
- Marketing directors can significantly improve customer conversion rates by sending personalized post-game emails to single-game buyers, expressing gratitude and providing enticing offers.
- Only 33% of past ticket buyers return for subsequent games, highlighting the importance of targeted strategies to re-engage and retain fans.
Deep dives
Re-engaging Past Customers
Sports marketing directors excel at attracting new customers but often struggle to re-engage past ticket buyers. Research reveals that only 33% of previous year's ticket purchasers return for a new season, highlighting a significant missed opportunity. To combat this, it is recommended to actively reach out to previous game attendees with tailored follow-up emails. By expressing gratitude and providing incentives for future attendance, teams can enhance customer retention and transform past attendees into loyal fans.
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