With the college football season starting, it is important to be thinking about what you need to be doing to drive ticket sales. Last year Mckay Advertising + Activation was tasked with the challenge to increase ticket sales for a new client. We were able to help our clients achieve their highest ticket sales recorded in over a half a decade and receive a positive return on ad spend (ROAS).Here are a few tactics we used to help us achieve our goal.
Using social media is a great way to increase ticket sales for a fraction of the cost of most traditional marketing. Fans love to interact with their favorite teams on social media so it is a great way to create buzz about upcoming games and awareness to the brand.
You can also utilize paid-per-click (PPC) ads to generate new interest and reach more people. The best part about PPC ads is that you can target and retarget people who are more likely to be interested. This leads to higher rates of conversion and more ticket sales.Our goal was to increase ticket sales for our client’s college football games through Facebook. Our method was to use data on past season ticket holders to make a lookalike audience to increase our target market. This allowed us to target people who had similar behavioral characteristics to those who already bought tickets in the past. We also used a two-tier approach that started off with static images to drive people to the client’s website. We then created video advertisements that drove people directly to the Ticketmaster website to ensure a more seamless process when they purchased a ticket.
Email marketing is a great way to keep people engaged and informed. Email can be used to share game schedules and promotions and give more information than you would be able to on social media or ads. This is a great way to keep your audience actively engaged and your team top of mind. You can also use automated emails to target people who have shown interest previously whether by buying tickets or visiting your site. Make sure to always link the site they need to use to buy tickets to make it easier for them to make a purchase.
Google ads can be used to capture people actively searching for tickets or those who are just browsing the internet. What is great about them is that you are not just blindly throwing a message out and hoping that it gets seen. With google ads, you can target your audience and track its progress. For our client, we focused on reaching the customer during all points of the funnel. We first used display ads in local news digital outlets, college football websites and any website that related to our client to generate awareness. We also targeted anyone who had previously searched for anything related to our client or college football on google. We then used a data pool of past customers and people who have visited our client’s website for remarketing to remind them of the offer. We also used Gmail ads to target anyone who had received emails about our client’s team or college football. Finally, we collected data on groups that interacted with our display and remarketing ads and targeted these groups with ads that prompted them to purchase tickets. Marketing departments are responsible for 10x more duties than they were 5 years ago. MAA + Sports specializes in first touch to consumer entering event ticket revenues. Empty seats don’t buy hotdogs! To take your sports ticket sales ROI to the next level contact MA+A Sports. We help collegiate marketing departments solve challenges with the migration of consumers to digital channels, ROI reporting, and any support you may need.