Does loyalty matter anymore?
This isn’t about free agents in basketball or players switching clubs in the MLS. It’s not about Robinson Cano or Wayne Gretzky. It’s about the fan.
Much of the sports world – on the business side – is driven by rabid sales and marketing efforts. It’s the TV ads, the freebies to newcomers, the perks, discounts, packages, and personal attention.
But for the typical sports club – 75%-90%+ of this year’s ticket revenue comes from last year’s season ticket holders. So loyalty has a huge financial impact, but what are teams doing to show appreciation for that long-term support?
In the article Season-ticket holders: Honoring loyalty, the NFL’s Jacksonville Jaguars tell a story of a 20-year season ticket holder and his commitment to the club, regardless of the performance on the field. According to the article, in this – the 20 year anniversary for the Jaguars – the team is recognizing that loyalty: “Each level of tenure will receive wearable memorabilia indicating length of association. They don’t just want recognition, they want to be able to show it off in the stadium. They want their hat to say, ’Twenty-year season-ticket holder.’ There will be things they can do and show people by what they can wear. Their names will be permanently displayed for people to see.”
We often tell our clients in and out of sports that customer loyalty is the easiest avenue to recurring revenue. Customer loyalty is the easiest path to business growth. But customer loyalty is also the easiest asset to take for granted.
Look at those clients that have been with you over time. Find ways to reward and recognize them. Find ways to nurture the relationship. Find ways to show that their loyalty matters.
Did you like this post? Here are other Sports-related posts:
- The Cubs Way of Changing a Culture and Improving Revenue Retention
- Smart 1-to-1 of Season Ticket Holder Research
- Is Your Fan Experience a Reason to Stay or Leave?
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