The First One Is On Us!

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.

2 thoughts on “The First One Is On Us!

  • October 19, 2008 at 7:29 am
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    That is quite a promotion. The survey doesn’t ask for a whole lot, but collecting address, email, phone and driver’s license number is enough to lead to more focused marketing plans/sales initiatives.

  • February 1, 2011 at 3:44 pm
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    I remember when the Panthers first came to South Florida and played at the Miami Arena. For a time, they did fairly well. Going to the Stanley Cup Finals can’t be discounted, but moving way out west seems to have been a death sentence for the success of the team.

    While this promotion is a great one to generate first time customers, I do have to wonder how many of the fans were converted to new fans that would actively attend games. When I still lived in Ft Lauderdale, the distance to the arena was always a hinderance to my going to more games.

    I’ve noticed that the team has been very aggressive in their efforts to bring fans to the arena. Recently, I noticed a ‘Money Back Guarantee’ offer. Again, I am unsure of how much of a difference this is going to make.

    Ultimately, I think one way that the team can be successful is to work with the league to schedule as many games as possible for times when the mall is busy so that they may be able to capitalize on traffic that might be in the area then or this might encourage families to come to the complex and go their separate ways.

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