Fans who purchase merchandise, watch your events on television, or engage with your content but somehow haven’t bought tickets to an event are a perplexing but extremely valuable subset of fans. Target this group with a special ticketing offer, and it may finally give them the nudge they need to purchase tickets for themselves.
There are a number of reasons why fans engage but do not purchase tickets. They could live out of state, have financial restraints, or have busy lives that make it hard to make it to an event. No matter their reasoning, they see value in the relationship with your team and are showing a continued interest.
Up to 15% of your fanbase may be engaged non-buyers
Tip — Consider sending a non-ticketing offer to these fans to see a potential lift in merchandise spend.
When approaching this play, consider a few things:
Lastly, work with your team to create a memorable and reusable template for an easy set-it-and-forget-it experience. You can make a monthly email highlighting all the upcoming events, or an email you send out the week of the event to create more urgency around purchasing.
Tip — We recommend including a few key components that will change for each event and provide an added layer of excitement. For instance, highlighting a rivalry, having a theme night, doing a giveaway, or hosting a special sponsor event.
Third Party Email
Read more in the FanThreeSixty Knowledge Center:Sending an email with FanThreeSixty
Creating a template that can be used multiple times for Engaged Non-buyers will help prevent extra workload throughout the season. Once your email has been deployed, track engagement and clicks over time to see how the email is performing. Also, keep an eye on the total number of fans who purchase tickets after receiving the email—this is a key metric that can help determine if your play is successful.