77 - How to Turn Single Game Buyers Into Multi-Game Buyers

Sports Marketing Machine Podcast

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Marketing directors in sports often struggle to convert past customers into returning customers. On average, only 33% of past ticket buyers return for a game the following year.
To improve customer conversion, marketing directors can send a post-game email to single-game buyers, thanking them for attending and offering a discount or special opportunity for another game.
This strategy works because it strikes when the fan is still excited about the game, it is specific to the game they attended, and it provides a personalized offer. By implementing this strategy, teams have seen success in converting single game buyers into multiple game attendees and potential season ticket holders.
Takeaways

• Marketing directors in sports struggle to convert past customers into returning customers.
• Sending a post-game email to single game buyers can improve customer conversion.
• The post-game email should thank the fan for attending, be specific to the game they attended, and offer a discount or special opportunity for another game.
• This strategy can lead to converting single game buyers into multiple game attendees and potential season ticket holders.

Chapters
00:00 - Introduction
01:08 - Challenges in Converting Past Customers
03:00 - The Power of Post-Game Emails
04:54 - Crafting an Effective Post-Game Email
06:15 - Converting Single Game Buyers into Season Ticket Holders
07:40 - Conclusion
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