Sports Marketing Machine Podcast

76: Where To Look To Fix Your In-Park Attendance Issues

Jul 16, 2024

Jeremy Neisser, a customer service expert, stresses the crucial link between exceptional service and ticket holder retention. He highlights a notable decline in in-park attendance attributed to underutilization of mini-plans and season tickets. Neisser argues that marketing directors should pivot from acquiring new customers to enhancing the experience of current ticket buyers. By leveraging historical ticket usage data, teams can tailor strategies to boost customer satisfaction and attendance, ensuring that existing fans remain engaged.

07:49

Episode guests

Jeremy Neisser

AI Summary

AI Chapters

Episode notes

Podcast summary created with Snipd AI

Quick takeaways

Prioritizing exceptional customer service for current ticket buyers is essential for boosting in-park attendance and enhancing fan satisfaction.

Analyzing historical ticket usage data enables teams to tailor their customer service strategies and improve ticket renewal rates effectively.

Deep dives

The Importance of Customer Service for Ticket Buyers

Focusing on customer service for current ticket buyers is crucial for increasing in-park attendance. Many marketing directors overly prioritize finding new customers, neglecting the current ticket holders who are already invested. For instance, one team observed a significant drop in attendance from their mini plan and season ticket holders, with a decrease of 20% and 8% respectively. This indicates that without addressing customer service, including proactive communication and engagement with ticket holders, the team's overall attendance and ticket renewal rates could suffer.

Enhancing Customer Service to Boost In-Park Attendance

5min

Maximizing Attendance Through Data Analysis

3min

Send us a text

The main theme of this conversation is the importance of customer service for current ticket buyers. Jeremy Neisser emphasizes that while marketing directors and ticket sales teams are focused on finding new customers, there needs to be an intentional focus on providing excellent customer service to retain and satisfy current ticket buyers.

Jeremy provides an example of a team that saw a decrease in in-park attendance because their mini-plan and season ticket holders were using their tickets less frequently. Jeremy Neisser suggests that marketing directors should help ticket sales teams increase in-park attendance by improving customer service and communication with ticket plan holders.

Takeaways

Customer service for current ticket buyers is just as important as finding new customers.
Improving customer service and communication with ticket plan holders can increase in-park attendance.
Analyzing data on ticket usage over multiple years can provide insights into customer behavior and help with customer service strategies.
Marketing directors should focus on helping ticket sales teams increase in-park attendance.

Chapters

00:00 - Introduction
02:05 - Decrease in In-Park Attendance Due to Ticket Usage
03:26 - Marketing Directors' Role in Increasing In-Park Attendance
05:35 - Avoiding the Cycle of Always Going After New Customers
06:03 - Analyzing Ticket Usage Data for Customer Service Strategies
07:18 - Giving Ticket Sales Teams the Opportunity to Increase Renewal Percentage

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Sports Marketing Machine Podcast

76: Where To Look To Fix Your In-Park Attendance Issues

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

The Importance of Customer Service for Ticket Buyers

Utilizing Historical Data for Better Engagement

Remember Everything You Learn from Podcasts