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Four Ways to Get the Most out of Secondary Data

sports crm

You probably know all about your fans and their secondary ticketing. You know where they bought them. You may even know what they paid for the tickets vs the original face value.

Despite all that, leveraging secondary ticketing data to boost business results often means different things to different people. A good marketer is a good detective and explores all avenues.

When you know exactly what’s happened along the ticket trail, you get much closer to predicting fan behavior. Who’s going to buy a ticket? When will they buy that ticket? For how much? And why? Secondary ticket data can help you in many ways:

–Sharpen sales leads
–Create strategic segmentation
–Raise and lower prices in real-time
–Eliminate bad sales leads
–Protect your brand

Here are four big benefits to getting deeper with secondary ticket data:

1. Price Tickets Based on Market Demand
Let’s assume you’re utilizing variable and dynamic pricing (if not, please do). Good solid event sales data, current primary and secondary pricing, and available inventory on both channels provides the basis for real-time price changes. With a clear picture of attendance, availability and demand in real-time embedded analytics, you not only get facts, but you see trends and patterns. And regardless if demand is higher or lower than expected, this data helps you price accordingly.

2. Identify Brokers Easily
Do you know who your brokers are? Who really makes up your fan base? Are you wasting emails and sales calls pitching and servicing re-sellers who engage your brand differently? Sometimes brokers (especially part-timers) are hard to identify, but the right analytic scripts can make it happen. Number of games posted on the secondary market simultaneously (for example) is a clear giveaway. Once you’ve identified brokers, strategic decisions about engaging fans (and maximizing your tools) will emerge.

3. Increase Qualified Sales Prospects
How qualified are your sales leads? Obviously primary ticket buyers are great leads to buy bigger packages. Secondary buyers are too! But it takes a bit more depth to qualify them.If you sold the tickets for $100, and they bought them for $200, hello prospect. But if you sold the tickets for $100 and they bought them for $25, they may not be a good prospect, or at a minimum, need a different sales approach.

4. Get Strategic with Segmentation
Ticket usage has so many dimensions. You have your money already, but detailed fan profiling increases your strategic segmentation, helps you see the bigger picture and sharpens your upsell and renewal pitch. Which translates to more money. It’s time to get curious. Did my star season-ticket holders attend many games? Are they reselling tickets, leaving them in a drawer or forwarding to another fan? Has their pattern changed mid-season alerting me to new clue? A ticket-holder who attends few games personally, but shares with family and friends who always attend is providing a hot lead for future sales. In contrast, a ticket-holder who attends few games and doesn’t sell at all demands ticket donation programs education, which builds goodwill for your brand.

 

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