April 18, 2012 | Volume 10, Issue 23

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Dear Faithful Readers,

We all know the life blood of any sports organization is their season ticket holders...those passionate fans that show the deepest level of commitment to a team and attend most, if not all, of the home games they play. Season tickets sales vary from year to year...mostly dependent on how the team is performing. However as sports marketers, team performance is not something we can plan for when budgets are to be set for future seasons. We need other strategies in place in order to build fan loyalty so that when our teams aren’t performing at their highest level, they still have a packed house to push them forward. How do we create such strong fan loyalty that fans continue to give us their credit cards, regardless of last night’s score? The Milwaukee Brewers have created a valuable culture within their organization that makes their season seat holders feel a part of their family. Read below so you can see how their fans are positively responding to their efforts!

On a personal note, I will be officially hanging up my pad and pen as this will be my final Editor’s Note for the NSF “Selling It…” eNewsletter. However, as one door closes, another emerges and I’m excited to announce I have accepted a position with UC Berkeley Athletics to become their new CRM Manager effective May 1st. I’m extremely excited to enter my next chapter of my career in sports and looking forward to making many more connections within the college ranks. But do know that all of you are in great hands with my heir apparent, Chantelle Neep, taking over the responsibilities as Editor of “Selling It…”. Chantelle is a very bright sports marketing professional that I have no doubt will provide great insight to the wonderful ideas and programs this eNewsletter will highlight moving forward. Thank you again for your readership, dedication, and feedback...I will always have a soft spot for this Editor's box and the National Sports Forum.

Enjoy the Feature,

Joe Shapero
[email protected]

P.S. If you would like to remain in contact with me moving forward, my personal email is [email protected] and my cell number is 408-427-1517. Feel free to drop me a line, I'd love to stay connected with all of you!

Brewers Aim to Stay Ahead

After a winning season and attaining many new season ticket accounts, Milwaukee Brewers look to retain increased sales

CONTACT

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Jim Bathey
Vice President, Consumer Marketing
Milwaukee Brewers
P: (414)902-4527
E: [email protected]

ORGANIZATION

Milwaukee Brewers

PROGRAM TITLE

Brewers Running 10% Ahead in Total Ticket Sales

OBJECTIVES

A winning season on the field usually equals a win in the ticket office, but the increase in sales often disappears when the winning stops. So how do teams foster the increased support and turn casual fans into die-hards, even when on-field performance declines? The Milwaukee Brewers continue to find the answer to this question as their total ticket sales are running 10% ahead of last year – largely attributed to the momentum carried over from last season. Now, they want to turn these new sales leads into members of the Brewers family. They count on developing deeper relationships with their fans so that they come out to Miller Park even when the team’s performance is not at its best. "Inevitably there will be times when performance lags, and those are the times that we need our fans’ support the most. The focus then is to create a personal connection between our Account Executives (AEs) and Season Seat Holders (SSHs) to build a different kind of fan loyalty that keeps them coming back," said Jim Bathey, Vice President of Consumer Marketing for the Milwaukee Brewers.

Brewers ticket rep, Jason Massopust plays a video game on the Brewers Scoreboard with one of his accounts.

PROGRAM DESCRIPTION

"We have been successful at selling tickets over the last couple of years because our focus is to provide over the top customer service and because our Account Executives (AEs) develop personal relationships with our Season Seat Holders (SSHs). So, to capitalize on increased fan involvement, we need to make the extra effort to engage with new SSHs," explains Bathey. To provide over the top customer service, the AEs will attempt to engage with their 1,200 to 1,500 accounts in one of three ways.

The first potential point of contact is a "Welcome" phone call. "The phone call allows us to show our SSHs that the Brewers not only value their investment but really want to get to know them individually and on a deeper level. Once we get to know our SSHs better we can ensure they have a great experience at Miller Park," said Bathey. The second step in the Brewers mission is a face-to-face, in-seat visit. The AEs use the first couple of homestands to visit with each account. The final piece is "Suite Night," where new accounts are invited to come and meet their AE. The team utilizes their unused suite inventory and provides their SSHs with food and beverage. "Some accounts stay in the suite for 15 minutes and talk with their AE, while others stay for an hour and a half. We have the suite available the entire game, giving our SSHs a unique experience," said Bathey.

In addition to building relationships, the Brewers believe that the key to retaining new customers is through providing over the top customer service and value-added experiences. These value-added experiences include two "Season Seat Holder Luncheons." These luncheons allow SSHs to further engage with the team as they meet Brewers players and/or coaches, hear the inside scoop first hand, and participate in a Q&A session with the personalities of the game. The second opportunity is presented to SSHs to take "Batting Practice" at Miller Park. Finally, once they pay in full, SSHs are entered into the "Fantastic 40" program in which they are admitted into a drawing to win one of 40 unique prizes, some examples include: Free Parking for the Season, You in the Team Photo, or the chance to Sign a One Day MLB Player Contract.

RESULTS

The Brewers will have to wait until next season to see if their efforts to retain the new SSHs have paid off.

Another "Fantastic 40" promotion: STHs interacting with the Brewers bullpen coach and their pitcher Marco Estrada.

LOOKING AHEAD

As Jim Bathey states, the Brewers Ticket Sales Department "can only control the controllable." Although they may not be able to guarantee a winning season, they can make every possible effort to give fans a value-added experience that keeps them coming back throughout the years.

The Brewers ownership group has created a corporate culture in which its management team acts more like a family. In this situation, when the Brewers are focusing on making SSHs feel like they are part of the organization, their cultural standpoint is working to their advantage. "The Brewers firmly believe if you treat people well then you will be successful," explains Bathey. By continuing efforts to make SSHs part of the Brewers family, success will naturally follow.

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