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Doncaster Rovers FC get extra TALENT online

Thu 23rd Jan 2014 | Marketing & PR

Football League Championship Club Doncaster Rovers is extending its use of Advanced Ticketing’s TALENT Sport ticketing commerce platform at its Keepmoat Stadium. TALENT Sport will now be used to manage ticketing for all events held at the stadium, extending its remit beyond football to include all rugby league, women’s football, and non-match day activities.

The Keepmoat Stadium is the venue for the Doncaster Rovers football club, the Doncaster Rovers rugby league club and the Associated Doncaster Rovers Belles L.F.C - one of the most successful women’s clubs in English football. The Club has the opportunity to maximise the commercial value of these combined audiences by encouraging fans to purchase tickets online.

The Club already has a well established fan engagement programme called ‘In Rovers We Trust’ and will now integrate new ticketing strategies to reward loyalty, incentive fans to re-engage with the club and grow its fan base.

Tracy Bawden, Ticketing Manager at Doncaster Rovers Football Club, explains: “We’re keen to use the new funtionality within TALENT so that we realise its full fan engagement potential. The way we promote tickets is very important and encouraging fans to purchase online will allow us to capture more data about their preferences and thereby enable us to make future offers and promotions more relevant and targeted. This has significant commercial value for us as we look to appeal to a wider audience.”

Bawden adds: “Whilst fans benefit from an enhanced purchasing experience online, time spent in the ticket office answering telephone calls and dealing with face-to-face enquiries will be freed up. We want to use this time to deliver new ticketing ideas, using TALENT, to delight existing fans and appeal to new fans. For example, we recently allowed fans to vote for the ticketing offer they wanted for a big match – a ticket promotion with a pie, pint and programme, or a simple deal on the ticket. They voted resoundingly for the promotion and that’s what we offered - it was a sell-out success! We have other plans to appeal to families for example and we will now have the time to implement them.”

Mark Dewell, Managing Director at Advanced Ticketing, comments: “Doncaster Rovers is a great example of a club that recognises how TALENT can be used to reward fan loyalty and grow its fan base. TALENT will deliver commercial value to the club whilst enhancing the ticket purchasing experience for fans. There are significant benefits for clubs to encourage fans to purchase tickets online – fans get a fast, robust service and are able to enjoy perks like easily choosing their favourite seat. The club benefits from reduced administration and captures invaluable data about their fans’ preferences – it’s a win win for everyone.”

Doncaster Rovers will introduce TALENT’s latest functionality to link products based on customer information and preferences, so that customers can be alerted to other relevant offers and promotions when purchasing tickets online. In addition, the club will use the new marketing campaign tracking functionality to track effectiveness and ROI. The club plans to use TALENT to automate its direct debit renewal process as well as introduce family ratios for the appropriate allocation of adult and children tickets within family areas.

Posted by: Kev Howland

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