A key objective of all professional sport marketers is to increase game attendance.  The perishable nature of the spectator sport product places a premium on sales and marketing in this industry.  Unsold seats result not only in reduced gate receipts, but also forfeit potential auxiliary revenue from parking, concessions, and merchandise sales. 

Many organizations overlook the importance of target marketing when setting their marketing and sales strategies. Fans have varying motivations that influence their decision to purchase tickets, and targeting these identified segments based on these motivations can accordingly increase ticket purchases, marketing efficiency and effectiveness, and revenues. 

Click here to link to our case study: Ticket Holder Retention