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Click the image above to learn about the Milwaukee Brewers!
Dear Faithful Readers,
Opening day for sports fans is a very exciting time of the year. Capitalizing on this excitement is instrumental to an organization's overall success. Each year fans have new expectations making it increasingly difficult to meet and exceed their demands. However, by manifesting the nostalgia of opening day and providing new ways for fans to interact with their favorite team, an organization can create new sales opportunities that gets fans talking. The Milwaukee Brewers have done exactly this by creating a ticket package that allows fans the opportunity to upgrade their seat. Continue reading to see how the Brewers have fans connected to their team like never before.
Enjoy the feature,
Chantelle Neep
[email protected]
P.S. - Want even more revenue generating ideas? Follow @NatlSportsForum on Twitter to get more helpful insights on #sportsbiz, #sponsorship and more!
PROGRAM TITLE
Milwaukee Brewers: 'Chance 2 Advance'
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OBJECTIVES
Fans are always looking for new and unique ways to interact with and support their favorite teams. Finding innovative ways to get fans talking and excited about attending a sporting event has become a much more difficult task for marketers. With ticket prices steadily rising, it is becoming increasingly difficult for fans to afford entry to sporting events. However, the Milwaukee Brewers have identified a potential solution to this problem. By creating a unique plan that allows fans to see multiple games for an affordable price, the Brewers have found a new way to extend their reach to their fan base in the Milwaukee market.
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This season, the Milwaukee Brewers have introduced the ‘Chance 2 Advance’ ticket package as a way to reward fans every time the Brewers win. The idea was born in February, when the Brewers noticed that there was inventory available in the Bernie’s Terrace section, located furthest from home plate, for select Tuesday games. This seating location offers the best value to Brewers fans, with tickets costing $11. With that in mind, they created the ‘Chance 2 Advance’ plan around nine select Tuesday home games starting April 30th and ending September 3rd. The ticket plan costs $99 for all nine games and gives fans the chance to upgrade to a better seating location every time the Brewers win.
When fans purchase the package, they are given nine physical Bernie's Terrace tickets for the duration of the plan. On April 30th, each fan with a ‘Chance 2 Advance’ ticket will sit in Bernie’s Terrace and if the Brewers win, they will be able to upgrade their ticket to a better seating location for the next select Tuesday game. The progression of possible seat upgrades is as follows: Bernie’s Terrace, Terrace Reserved, Terrace Box, Logo Outfield Box, Logo Infield Box, Club Outfield Box, Field Outfield Box, Field Infield Box, and Field Diamond Box.
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Every time the Brewers win, fans have the option to exchange their ticket for the next game in the plan for a $2 upgrade fee to the next seating area in the progression. Fans will remain in that seating location until the Brewers win the next game in the plan. If the Brewers don't win, fans will be able to exchange their original Bernie's Terrace ticket, at no cost, for a seat in the same section where they last advanced. In other words, fans will either stay in their current seating section of the plan or advance to the next seating location in the progression, but never regress back to their previous seating section. If the Brewers win the first eight games of the plan, fans will be able to view the ninth game of the plan from the Field Diamond Box, the best seats in the stadium.
Fans were able to purchase their 'Chance 2 Advance' package online or through the sales office. When the Brewers win, fans will be eligible to upgrade their ticket anytime after the date of the win and anytime before the start of the next game in the plan.
The view from Bernie's Terrace at Miller Park!
MEDIA
The Brewers sent out a press release in early March outlining the details of the ‘Chance 2 Advance’ ticket plan. The initiative received notable coverage from local and national media outlets and created a spark of excitement amongst fans.
RESULTS
The ‘Chance 2 Advance’ ticket plan was extremely successful for the Brewers both from a sales and marketing perspective. The Brewers made 210 tickets available for the ‘Chance 2 Advance’ plan and by the first day after the press release, they had already sold forty packages. It was recently announced that the Brewers are SOLD OUT of the ticket packages. From a marketing perspective, the ‘Chance 2 Advance’ plan has generated a buzz amongst fans and has people talking about the Brewers organization in the community.
LOOKING AHEAD
Jim Bathey, VP of Consumer Marketing, notes “Based upon the sales success and positive fan response, the ‘Chance 2 Advance’ ticket plan is something we will definitely consider offering in future seasons.” With the ‘Chance 2 Advance’ plan, the Brewers continue to show they’re an organization committed to improving the fan experience through innovative sales and marketing initiatives.
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