New Opinion poll puts a price on the loyalty of football fans
Publish Date: 26/06/2009
Loyalty in football and many other sporting events these days is becoming pretty tense. Where the Premiership football teams are now charging through the nose for their fans to support them, there'll come a time where the loyalty of fans is impossible to maintain given the annual hikes in ticket prices and the continual and expensive reinvention of the home, away and third kits for the 'paying customers' to buy.
The money in sport these days is heavily backed by the loyalty of fans through season ticket renewals, pay-per-view and clothing with a vast amount of information being collected by sporting organizations relating to their customer base. By implementing an effective data-driven marketing strategy and utilising tools such as informa to promote the products and services they're providing, sporting business can take advantage of a huge potential available to them for increasing the revenue achieved from sport.
Its not just loyal fans that attend sporting events, you'll also have visitors that need to be attracted to return. The England and Wales Cricket Board are now taking this approach with their marketing strategy by using informa QuickCounts and informa Email to communicate with visitors to the summer tests in an attempt to attract them to subsequent events. Only time will tell if this approach is effective but I'm sure you'd agree that if you attended a test match and the following day, received an email from the ECB and County Cricket Club thanking you for attending and offering you tickets for future matches, you'd think seriously about returning and beginning a long term relationship cricket.
Enjoy reading the article that Dave Gurney has commented on and contact us if you want to discuss any of this further.
