Are you looking for a good way to grow your potential fan base? Is your team having trouble getting people to attend a game for the first time? This can be the case for many newer franchises that don’t have a lot of brand loyalty, teams in tough markets, or teams in more “secondary” leagues (minor leagues, AFL, etc). To combat this, the Florida Panthers have come up with a great idea to reach a new audience, which they’ve called the “First Timer” program.
They’ve created a new website called www.panthersfirsttimer.com and the premise is very simple – if you’re a Florida resident and have not attended a Panthers game before, they will give you two free tickets to an upcoming game of your choice (limit of 500 redemptions per game). All you have to do is complete a simple prospector survey, and then you will receive an email that you can print out and take with you to the game to claim your tickets. As a potential customer, how can you argue with the chance to attend a game for the first time for free? Meanwhile, the Panthers are going to simultaneously introduce new customers to the team, grow their internal database, and collect valuable information about first-time buyers through the survey. The long-term value of this type of program is tremendous and well worth the small, short-term cost in some lost sales.