PRODUCT & PRICING MANAGEMENT

The Challenge:

A football club aimed to boost support from a young fan segment. The challenge was to create a compelling campaign that not only attracted these fans but also improved the overall stadium atmosphere and support for the team.

Our Approach:

1. Identifying the Target Segment:

We conducted a detailed analysis to identify the characteristics and preferences of the fan segment. Understanding their interests, behavior, and affordability played a crucial role in tailoring the campaign to resonate with this specific audience.

2. Dynamic Pricing Model:

To make the matches more accessible and exciting for the targeted fans, we introduced a dynamic pricing model based on the extra time of the second half as determined by the referee. This innovative approach not only added an element of unpredictability but also allowed for more affordable ticket options.

3. Stadium Block Activities:

To enhance the matchday experience for the targeted segment, we introduced interactive activities in the designated stadium blocks. These activities included pre-game entertainment.

Results and Benefits:

1. Increased Attendance and Support:

The dynamic pricing model led to increased attendance in the targeted stadium blocks. Fans were motivated by the affordable pricing and felt a deeper connection to the team.

2. Improved Stadium Atmosphere:

The introduction of activities in the designated blocks significantly enhanced the overall stadium atmosphere. The young fans became active participants, contributing to a vibrant and supportive environment throughout the matches.

3. Positive Fan Feedback:

Feedback from the young fans indicated a high level of satisfaction with the campaign. They appreciated the affordability, and the added excitement of dynamic pricing.

Conclusion:

The dynamic pricing and fan engagement campaign not only achieved the goal of attracting and retaining a young fan segment but also contributed to an improved stadium experience. By combining innovative pricing strategies with interactive activities, the club successfully strengthened the bond between the team and its supporters, creating a win-win scenario for both.

The Challenge:

Our client, a football club, faced a challenge where certain blocks of the stadium consistently had empty seats despite matches being sold out. This resulted in missed opportunities for revenue and a less vibrant stadium atmosphere. The challenge was to identify a solution that not only filled these empty seats but also provided added benefits to the seatholders.

Our Approach:

1. Behavior Analysis:

We conducted a detailed analysis of fan behavior in the identified blocks. Understanding why some seatholders were missing matches despite sold-out events was crucial for designing an effective solution.

2. Secondary Market Implementation:

To address the underutilized seating, we introduced a secondary market platform on the mobile app where members could release their tickets for matches they were unable to attend. These released tickets were made available to other members or the general public at a different price from the general tickets.

3. Revenue-Sharing Model:

The revenue generated from the secondary market was strategically split between the club and the seat holder. This provided an incentive for seatholders to participate in the program while contributing to the club’s overall revenue stream.

4. Flexible Use of Revenue:

Seat holders who participated in the secondary market had the flexibility to use their earned revenue in multiple ways. They could choose to spend it on club merchandise, pay their membership fees, or purchase additional tickets for future matches.

5. Marketing and Communication:

To ensure the success of the secondary market solution, we implemented a robust marketing and communication strategy. This involved educating members about the benefits of participating, highlighting the flexibility of using earned revenue and creating a sense of community around the initiative.

Results and Benefits:

1. Increased Stadium Occupation:

The introduction of the secondary market increased the occupation of previously underutilized seating blocks. Fans were now able to access tickets for sold-out matches through the secondary market, contributing to a more vibrant stadium atmosphere.

2. Revenue Optimization:

The revenue-sharing model proved successful in optimizing overall revenue for the club. Seat holders participating in the secondary market contributed to the club’s financial sustainability while also benefiting from the program.

3. Enhanced Fan Engagement:

The flexibility in using earned revenue provided seatholders with added incentives to participate. This not only increased engagement with the club but also fostered a sense of loyalty among members.

4. Positive Member Feedback:

Feedback from members indicated a positive response to the secondary market solution. Members appreciated the opportunity to contribute to the club’s success, access tickets for high-demand matches, and enjoy the flexibility in using their earned revenue.

Conclusion:

The implementation of the secondary market solution successfully addressed the challenge of underutilized seating, resulting in increased stadium occupation and revenue optimization. By incentivizing seatholders to participate and providing flexibility in the use of earned revenue, our client not only filled empty seats but also created a more engaged and loyal fan base.

The Challenge:

The club faced the challenge of maximizing revenue through season ticket sales for the upcoming season. The club sought a pricing strategy that not only attracted fans but also optimized revenue by aligning with the club’s financial goals and cost structure.

Our Approach:

1. Comprehensive Financial Analysis:

With access to the football club’s operating and matchday revenues and costs, a thorough financial analysis was conducted. This involved examining:

• Matchday attendance trends.
• Revenue distribution from various sources (ticket sales, merchandise, concessions).
• Operating costs associated with matchday events.

2. Understanding Fan Demographics and Behavior:

A detailed analysis of fan demographics and behavior was conducted. This involved understanding:

• Segmentation of the fan base.
• Historical season ticket purchase patterns.
• Price sensitivity and affordability factors.

3. Revenue Optimization Goals:

Collaborating with key stakeholders, revenue optimization goals for the upcoming season were established. This involved setting targets for total revenue from season ticket sales, considering both volume and pricing.

4. Pricing Strategy Development:

Based on the financial analysis and revenue optimization goals, a customized pricing strategy was developed. This strategy considered:

• Different pricing tiers based on seating sections.
• Early bird discounts and renewal incentives.
• Inclusion of additional benefits (exclusive events, merchandise discounts) for season ticket holders.

Results and Benefits:

1. Revenue Optimization:

The implemented pricing strategy led to a significant increase in season ticket revenue. The tiered pricing structure, early bird discounts, and added benefits incentivized fans to purchase season tickets, contributing to overall revenue goals.

2. Increased Season Ticket Sales:

The strategic approach to pricing resulted in increased season ticket sales. Fans responded positively to the perceived value and affordability, leading to a higher conversion rate compared to previous seasons.

3. Enhanced Fan Loyalty:

The inclusion of additional benefits for season ticket holders, such as exclusive events and merchandise discounts, fostered a sense of loyalty among fans. Season ticket holders felt valued and engaged with the club on a deeper level.

Conclusion:

The strategic season ticket pricing proposal successfully addressed the club’s revenue optimization goals and enhanced fan engagement. By leveraging financial insights, understanding fan behavior, and implementing a tailored pricing strategy, the football club achieved a balance between financial sustainability and fan satisfaction.