#135 How to sell more tickets to the tourist segment

Sports CDP Crash Course - Data Talks

Hello and welcome to another episode of "Sports CDP Crash Course." I'm your host, Lorraine Moalosi, and today we're discussing an exciting topic: how sports organisations can sell more tickets to tourists.

The relationship between tourism and sports is truly symbiotic. Tourists travel to experience new places and cultures, and sports events offer a perfect opportunity for them to immerse themselves in the local spirit. Meanwhile, sports organisations benefit from the influx of tourists, who bring in additional revenue and spread the word about their experiences far and wide.

Take clubs like FC Barcelona, Manchester United, and the New York Yankees, for example. These teams have some of the largest shares of the tourist segment. Their iconic stadiums and rich histories make them must-visit destinations for sports fans from all over the world. So, how can other sports organisations tap into this lucrative market? Let's dive into five concrete examples using strong Sports CDP use cases that can help ticketing and marketing managers in sports organisations achieve this goal.

1. Geo-Targeted Marketing Campaigns

First up, geo-targeted marketing campaigns. A CDP allows you to segment your audience based on their location. You can target tourists who are planning to visit your city or region with tailored marketing messages.

Imagine knowing that a large group of tourists from Japan is visiting your city. With this information, you can create specific campaigns in Japanese, highlighting upcoming matches, special ticket packages, and exclusive experiences at your stadium. Geo-targeting ensures your message reaches the right people at the right time, increasing the likelihood of ticket purchases.

Partnership with Local Tourism Agencies

Next, let's talk about partnering with local tourism agencies. By integrating your CDP with data from tourism agencies, you can gain insights into tourist demographics and preferences. This information can help you create joint promotions and packages.

For example, you could collaborate with local hotels to offer special deals that include match tickets as part of a tourist package. This not only boosts ticket sales but also enhances the overall visitor experience, making your sports event a key highlight of their trip.

Personalised Communication

Our third use case is personalised communication. A CDP allows you to personalise your interactions with tourists by understanding their preferences and behaviours.

If a tourist has shown interest in certain types of matches or events, you can send them tailored messages that highlight those specific games. For example, a family visiting from Brazil might receive information about a family-friendly match, along with details about kid-friendly activities at the stadium. Personalised communication makes tourists feel valued and increases the chances of them purchasing tickets.

Enhancing the In-Stadium Experience

Fourth on our list is enhancing the in-stadium experience. A CDP can provide valuable insights into what tourists enjoy most about their visit, allowing you to tailor the in-stadium experience to meet their expectations.

For instance, if data shows that tourists love behind-the-scenes tours, you can offer exclusive tour packages that include a match ticket. Additionally, you can use real-time data to provide tourists with personalised recommendations for concessions, merchandise, and activities within the stadium, ensuring they have a memorable experience.

Post-Visit Engagement

Last but not least, post-visit engagement. A CDP helps you stay connected with tourists even after they’ve left. By collecting data on their visit, you can send follow-up communications that keep them engaged and encourage them to return.

For example, you can send a thank-you email with a discount code for their next visit or an invitation to join an international fan club. By maintaining a relationship with tourists, you increase the chances of repeat visits and word-of-mouth recommendations.

And there you have it—five powerful ways that a CDP can help sports organisations sell more tickets to tourists. From geo-targeted marketing and partnerships with local tourism agencies to personalised communication, enhancing the in-stadium experience, and post-visit engagement, these strategies can significantly boost your ticket sales and create lasting memories for tourists.

Thank you for tuning into this episode of "Sports CDP Crash Course." I hope you found these insights valuable and are ready to tap into the tourist market. Don’t forget to subscribe and leave a review if you enjoyed the show. I'm Lorraine Moalosi, and I'll catch you in the next episode!