Selling out your stadium consistently hinges on you knowing who your supporters are, how they interact with your club, and how you can reach them with your ticketing offers. That is why it is important that you grow your supporter base continuously, collect supporter data with contact information and merge it with your sales data. These are the first 2 fundamentals out of 4, that you should be using to sell out your stadium. The third fundamental, which will be the focus of today’s episode is, find out which supporter segments you should target with your ticketing campaigns.

Let’s break down this fundamental into three sections:

1. The finding out part that is, how do you find out which supporter segments you should be targeting 
2. The supporter segments themselves, so what these are, and why do you need them
3. And lastly, the various ticketing campaigns you can run and which supporter segments you can start with

Okay, so the first question is, how do you find out which supporter segments you should be targeting? The simple answer is through the process of segmentation, that is grouping all your different supporters according to the characteristics and attributes they have in common. This could be based on various factors such as demographics, geographics, behavior, and so forth. The most effective way of segmenting is by using technology to find all these commonalities in your supporter data, this is the very reason why the first two fundamentals, grow your supporter data continuously and collect supporter data with contact information and merge it with your sales data are so important. It is nearly impossible to do segmentation without following these first two fundamentals. Lucky for you, the Data Talks Sports CDP has a segment builder that allows you to be very precise in your segmentation.

Check out the video linked in the description on what this looks like. Trust me, you want to see this for yourself instead of me describing it to you.

So why do you need to know your different supporter segments? Because knowing this will help you tailor your messages and offers to those groups in a way that they will appreciate. For example, you want to send a different message to your season ticket holders than to your single ticket holders. Failing to do this will make your messages and offers irrelevant, which might lead to unsubscribes which are the first sign that you are losing a supporter’s attention. Relevant offers and messages are the single biggest factors that lead to engagement and purchases so you want to get this right.

This leads us to our final question, what kind of ticketing campaigns can you send, and to which segments? Again, this depends on the data you have collected so far. But let’s say that your data shows you that:

1. You are not getting enough single ticket sales between a certain age, this is a perfect indicator of the ticketing campaign you should send
2. Or maybe only about half of your previous season ticket holders have renewed their season tickets for the current season - in this case, it would be time for you to send them a season ticket renewal campaign
3. Perhaps you notice that you have more supporters than buy family tickets, you can be more intentional with them and send them ticketing campaigns to suit their needs
4. How about all the supporters who spend a lot of money on buying VIP tickets? You can send them the right ticketing campaign to

The gist of the story is, as long as you have merged your supporter’s contact information with your sales data, you can identify the opportunities to leverage to fill out your stadium consistently, and not just at your biggest, high-profile matches.