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Kris said on September 3rd, 2008 at 2:32 pm

Completely agree that teams need to take advantage of the momentum leverage their on-field success and in particular in relation to season tickets. It appears to me that more and more clubs are taking strong initiatives in relation to increasing the number season tickets sold but that best practices are still to be developed – or at least consolidated and shared. A few examples of initiatives I have come accross are:

– Promotion of season tickets (for remainder or next season) during times of success on the field (BIRG principle basically)

– Price/discount incentives behind sales of season tickets

– “Non purchasable” benefits included in season ticket packages (e.g. meeting players, special invites, events)

– Targeted marketing campaign towards non-season ticket holders with more than X visits to stadium previous year

– Additional incentives to current season ticket holders potentially not planning to renew following season (e.g. first time season ticket holders)

– Promotional offer through existing season ticket holders to “invite/remind” others to purchase season tickets

There are of course many more (please add to the list ;-)) and it would be interesting to hear more details about the actual outcomes of these types of initiatives…..