Ways To Sustainably Increase Ticket Sales
As a business, one of the primary concerns for all football clubs is to have high ticket sales – and keep them high. So, without further ado, let’s take a look at a few ways to sustainably boost ticket sales.
Welcome Bonuses
Welcome bonuses are a tried and tested way to sustainably attract new customers, particularly for businesses based online. For example, online casinos often have welcome offers like daily free spins casino bonuses or free spins with your first deposit on selected games. This attracts people to the platform, and rewards them for their decision, fostering a sense of trust and loyalty between the consumer and the provider. In retail or ecommerce settings, welcome bonuses may take the form of free shipping for new customers or exclusive discounts on your first order. Again, this not only helps to acquire customers, but helps to retain them through a sense of loyalty.
This same logic can then be applied to football ticket sales, as many of the club’s sales will likely come from online platforms. With this in mind, clubs might benefit from providing free shipping on tickets for new customers, or a discount for those who have never attended a game. Others might find that a free gift or bonus, or free entry into a prize draw for signed merchandise may sustainably improve sales, as new customers are likely to recommend the offer to their friends and family.
Price Depending on Demand
Put simply, for games against big names, prices can be set higher because of higher demand. For games against lesser-known clubs or friendlies, keeping prices low can attract more attendees. Just take a look at the 2023/24 Premier League clubs, for example. The most expensive tickets for Sheffield United are £47, whereas Arsenal tickets might set you back £103. When Arsenal plays teams at the top of the league like Manchester City or local rivals like Chelsea, they know they can sell tickets at the higher end of the scale due to demand for those games.
However, for games against Sheffield United, they can afford to lower tickets to as little as £28.50. Similarly, Sheffield United can sell tickets for £47 against teams like Arsenal, but tickets can be as low as £32 for other games. This helps clubs to keep attendance consistent throughout the season and preseason. And, a packed stadium is only good for both supporters’ and players’ morale.
Effective Communication
When making any online purchase, consumers want the process to be as easy as possible. According to one global study, even if they put the tickets in their basket, over 70% will abandon the purchase. When asked why they abandon their shopping carts, 47% said extra costs and 55% cited unexpected fees as the primary reason behind the decision. This shows the importance of clear communication in your pricing.
With this in mind, some clubs are turning to a pricing strategy that allows fans to break down the prices and clearly see the differences in price depending on the seats or stands they choose. Not only this, but it can pay to simply say that prices “start from” the selected price, so that additional booking or postage fees don’t come as much of a surprise.
And there you have it – just a few ways that football clubs can sustainably increase their ticket sales. With these tips in mind, you’ll be able to boost conversions and keep them consistent going forward.
Image: Peter H on Pixabay
