08/23/2021
By Mohona Dutta | Reading time 5 mins
For a salesperson, every day is game day. Sports organizations are always looking to increase ticket sales for both game and non-game day events. They’re in a perpetual contest with the increasing venue costs and the overwhelming pressure to sell out their sports arenas, stadiums.
Understandably different events attract a variety of demographics, making it important for them to gain deep insights into the audience and their buying patterns. With these insights, sports organizations are equipped better to expand their reach to broader demographics and maximize ticket, and merchandise sales.
A lot of sports organizations lack the accessibility to fan interests and buying patterns, unlike certain B2C (business to customer) organizations and others who’ve mastered this. They have no clue which fans preferred weekday versus weekend games or who were the ones that only attended games on promotional nights. Dynamics CRM can empower them to gain these insights, helping their sales team creating and selling customized ticket packages based on fan game preferences.
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Ticket sales that happen directly through the organization or the counters do not include the concession or merchandise purchases. This can create a huge difference in the way a fan gets attracted to a particular venue for watching a game. Helping to build a loyalty strategy that hovers around the buying pattern of a fan and ensures their return is just one of the few things that Dynamics CRM excels at.
Ultimately all sports organizations look for a solution that allows them to combine all the various sources of fan data and apply AI and analytics to effectively target fan groups and personalize marketing campaigns to individual fan interests.
Dynamics CRM gives the sports industry a 360-degree view of its fans. With richer insights, the sales and marketing teams are better positioned to expand the reach and wallet share of their existing fan base. Reporting capabilities in the CRM solution help them to digest critical data for their business in real-time such as fan trends, sales pipeline, opportunity conversion, and marketing campaign success, etc.
I had read about a football club that was struggling to understand better their fans’ interests and buying patterns. The club had made a hefty investment in a new arena, that escalated the pressure amounts to increase revenue. They chose Dynamics CRM to develop a vision and roadmap for increasing their share of resources across all points of sale.
They lacked key demographic information about their fan base, interests, and buying patterns which was a huge drawback. For instance, if 5 tickets were purchased by an individual and they knew that individual had 3 young children, they’d be an ideal target when the arena was hosting some kind of a family-friendly event. If 2 tickets were sold to a young age couple, they could be a good target for a certain concert at the arena.
They were lacking broad visibility into this aspect of customer data that prevented their sales teams from effectively cross-selling and marketing other activities to their fan base.
The company is now leveraging Dynamics CRM to enable their sales teams to track key purchase history, types and frequency of ticket purchases, fan demographic information, promote and track the success of key programs, events, and promotional nights as well as promote non-game day events.
AhaApps helps sports organizations re-imagine Dynamics CRM business solutions. Our Dynamics CRM practice has deep industry expertise in designing and delivering modern solutions. If you’d like to learn more about our approach, talk to us.
Author’s bio:
Mohona is a Content Writer for the Marketing team in AhaApps since 2019. When she is not busy attending to her creative, technical side, she likes to binge on sitcoms on Netflix. She loves writing poems and reading short stories when she wants to break away from the humdrum of life.
Ticket sales management with Dynamics CRM in the Sports Industry
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