Explore how sports teams can increase ticket sales during the off-season with targeted marketing strategies, including segmenting audiences based on game attendance. Learn about leveraging mini plans to convert fans into season ticket holders, maximizing sales through tailored promotions and utilizing warm audiences in meta ads for mini-plan promotion.
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Mini Plans For Long-Term Growth
Use mini plans as a strategy to convert fans into season ticket holders.
Focus on tracking mini plan buyers to encourage upgrades to larger packages over time.
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Segment Lists By Attendance
Segment your audience lists by package size and number of games attended.
Tailor marketing messages based on whether fans are mini plan buyers or single game attendees.
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Use Multiple Touch Points
Use multiple touch points like email, phone calls, and social media ads for outreach.
Layer different channels to increase chances of converting potential buyers.
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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
Sports Marketing Machine Podcast