Ron Goch
The Telios Group
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Best Time for Season Ticket Renewals
October 20th 2006
Q. We’ve struggled each year with our basketball season ticket renewals, and this year we’ve again lost a significant percentage of our season ticket holders. When is the best time to start renewing basketball season tickets in an effort to renew at a high percentage?
A. Many sports teams renew their season ticket holders by sending an annual invoice on a certain date each year, usually a month or two from the date payment is due. I recommend you consider developing a year-round touch-point program where you’re consistently keeping in touch with your season ticket holders each month, and therefore, essentially renewing your season ticket holders year-round. This strategy will give you an opportunity to better service your customers, answer questions and/or address challenges they may be experiencing, and it’s a great opportunity to net referrals and increase your season ticket holder base.
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Ron Goch, The Telios Group
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