When it comes to selling season or individual game tickets, it can be difficult to know which fans will respond to your marketing ideas. Fanalytical’s advanced analytics helps you to identify the specific groups of fans that have a high likelihood to respond, as well as campaigns that will help drive engagement and response rates. Data sharing across campus entities, such as university development office, alumni affairs, and academic units, helps you to unlock more information to provide a more tailored message and experience for your fans.
Five examples of campaigns to drive ticket sales using “hidden” data:
- Parents of current students: Universities are always looking for ways to connect new groups to their schools and attract new fans to their events. One ‘hidden’ group consists of the parents and families of newly admitted undergraduates and grad students. Parents are excited about their children’s new school and take pride in wearing school colors and attending athletic events. Data sharing with admissions or student affairs family relations units provides useful information for running analytical models aimed to reach parents and families.
- Multi-sport bundles: Are you a “basketball” school? A “football” school? Perhaps you have a strong soccer or lacrosse fan base? It’s no secret that some sports are more attractive to your fans than others. Using data from ticket purchase history and fan engagement scores will enable a more complete picture of fan preferences. By using data analytics, you’ll be able to better predict the events that will be most attractive to your fans, and design a multi-sport ticket bundle to help grow support across multi-sports programs.
- Local businesses: The “buy local” movement encourage patrons to support local businesses and restaurants. Using third-party data to collect information on local businesses, you can connect and encourage those businesses to support their local home team and purchase ticket packages for customer or employee recognition. A sporting event could be the perfect way to incentivize employee production, build a relationship with a potential client, or say ‘thanks’ to current customers.
- Merchandise history: Your official online licensed apparel and merchandise providers such as Fanatics and Barnes & Nobles gather reams of data on their customers. Your partnership agreements typically grant rights to customer information to market your events. Using merchandise purchase history, you can invite your fans to come out and sport their new gear at the upcoming game. If your fans are purchasing your team’s merchandise, then they obviously have a vested interest in supporting the school, so why not encourage them to come to a game?
- Out-of-state alumni: By incorporating alumni data, you can organize campaigns to encourage engaged out-of-state alumni to attend a game. Data analytics allows for you to determine the alumni that are most involved in your university and athletics, thus having the greatest propensity to respond to a campaign specifically targeted to them.
Finding fans to support your teams isn’t just about finding “new” fans – it’s about engaging the fans you already have. By unlocking additional data from different sources across your institution, you have the ability to create more comprehensive profiles for your fans. The more you know about your fans, the better you can allow your customer to drive the messaging.