The formula is simple: engagement equals sales. Think you’re just a face in a crowd of 82,500 at MetLife Stadium while watching a New York Giants game? Think again! You may be surprised at the lengthy amount of information an organization is gathering about you. Are you proactive or a procrastinator when it comes to buying tickets for a game? Do you wait until the end of the second quarter to grab a beer? Do you consistently leave before a game is over?
There are several ways to not only manage data already collected, but innovative ways to gather even more. In this case, there’s nothing wrong with being greedy. In four phases and 12 steps, SimplyCast recommends the following methods to drive engagement and put more fans in seats:
How do you expect to communicate with fans if you don’t have the right contact information?! Make it a priority to regularly update the user databases. Focus on always maintaining the basics: names, mailing addresses, phone numbers, and email addresses. Ask them their preferences. Do they prefer to get a message through text message over email? Ask them how many games they want to attend. A prize may have to be offered as an incentive to encourage fans to take the time to confirm their information.
When spectators visit a stadium/arena, take advantage of real-time data collection. Representatives can mingle with fans and gather basic and more detailed information, like “How often do you come to games?” and “Where do you usually buy tickets?”
Make fans feel welcomed and valued right from the start. It is as easy as sending a personalized welcome email. Nurture users by asking them to subscribe to a weekly digital newsletter for information about upcoming events, exclusives, fan clubs, how to purchase tickets, and links to news stories. Track the links they click and interact with them through social media.
When an order is placed, send a notification right away. Let consumers know you received their request and appreciate their business. In your emails, include information about parking, stadium rules, when gates will open, and frequently asked questions. This would also be a good time to integrate Facebook or Twitter and encourage fans to share that they are attending a particular game/event.
A few days before the game, send a reminder email. On game day, post informational and exciting messages on social media. Engage with fans by asking them to send pictures of themselves. The Nashville Predators use #PredsPride. Ask spectators to text in their votes for the player of the game.
Not all fans need to receive the same communications; there are different sales cycles. The Interested Phase is welcome messages and counting down the start of the new season or upcoming games. The Engaged Phase is a reminder for upcoming events and targeted content based on a user’s history. The Lapsed Phase includes surveys to gain insight, incentives to re-visit a website, and promotions to re-engage.
Merchandise with a team logo or name is a free, walking billboard. Use mobile coupons and special email promotions to drive sales. Let the fans have some say in what information they wish to receive. Some people want details about parking, last-minute tickets, or a reminder to wear white for a White Out.
The possibilities of how to engage fans are endless. If you think you have a brilliant idea, give it a shot. Understand your fans and start engaging them today.