Ron Goch
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Plan Ahead for Post-Season Success
April 7th 2008
Sports teams that successfully leverage post-season prepare for this success well before they’ve clinched a spot in post-season play. In fact, the most successful selling sports teams plan their post-season marketing and sales strategies well before they start the season.
The sports teams that have fallen short of successfully maximizing its post-season opportunities are usually the teams that react a few weeks before their post-season – versus having a plan before the season’s start – and therefore find themselves in a poor position to fully maximize its opportunities.
I read an article where an NHL team clinched a spot in the 2008 NHL Stanley Cup Playoffs and the only way their fans could guarantee scoring tickets to the playoff games was to place a $250 initial payment for 2008-09 season tickets.
It appeared to me that this particular team was well prepared to not only successfully leverage its post-season to sell playoff tickets, but to also increase 2008-09 season tickets. However, when I visited the team’s website to check out its initial payment promotion for purchasing playoff tickets, I was disappointed to see the playoff ticket purchase icon highly visible and no initial payment option on its website.
I searched deeper into the team’s “season ticket” section to see if they had an online payment option for the 2008-09 initial payment promotion, or a downloadable initial payment form, but to my surprise I found only the 2007-08 season ticket information and prices. In fact, the header was from this past regular season, and read “2007-08 season tickets on sale now!” and included only the 2007-08 season ticket information.
My objective of this post was to share the best practice of successfully leveraging post-season play to increase a team’s season tickets, and my findings support the importance of planning well ahead – even before the season starts – to ensure that if your team does advance to post-season play that you are in a position to successfully execute this post-season offer.
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