Ron Goch
The Telios Group
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Downward Trend of Season Ticket Sales
September 8th 2006
Q. We have been on a downward trend with overall season tickets the last few years and I’m curious to know what sports teams who are losing are doing to maintain a majority of its season ticket holders, or is it common to have a low percentage of renewals when teams are losing?
A. One trend I see in college and professional sports teams that renew at a low percentage is most simply send an annual renewal invoice and “hope” its season ticket holders renew at a high percentage.
Many of these sports organizations send a letter to its season ticket holders that open with “Dear Season Ticket Holder” and don’t personalize the letter by using the season ticket holder’s name.
Most sports organizations experiencing low renewal percentages do not have a plan for having its account executives maintain regularly contact with its season ticket holders. Not during the season, nor during the off-season.
Whether you’re winning or losing, you’ll be in a much better position to renew at a high percentage if your account executives and/or customer service representatives maintain consistent year-round communication with your season ticket holders.
It’s awfully difficult to provide excellent customer service and address your season ticket holders needs if the only contact they have with you and your organization is a renewal invoice and no human contact.
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Ron Goch, The Telios Group
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