If you were on the Women’s Basketball Marketing Webinar yesterday, you probably heard hundreds of beeps as people came on in a flurry. To me, the sound was awesome because it meant that over 400 people are invested in growing the game of women’s basketball, but I apologize if the beeps were distracting as we got started. But as we said in the webinar, try new things, don’t be afraid to fail and learn from every idea you implement. So for the next webinar, we will make those adjustments. More details coming soon.
I also know that some people weren’t able to join because of the influx of people all at once, so if you didn’t pop on at some point or you just want to hear the webinar again, you can check out the recording here, and you can find the power point here. The question that I got the most after the webinar was how do you keep your coaches from wanting to discount tickets, especially if they have a marketing background? Have a plan and have the research as to why it’s going to work. Remind them that you need to stick to the plan in order to see results, just like they would do with their coaching strategy. Talk their language and see what happens.
– Try to keep the integrity of the ticket by adding value, so instead of discounting the ticket for groups, you could say any group that brings 20 people will get a photo on the court after the game and can be in the high five tunnel. This not only helps your revenue, but it gives you a touchpoint to build a relationship with these fans.
– Find out what’s keeping fans from coming, and then solve that problem. If it’s not the price, then don’t discount the ticket. If there are some groups who can afford the ticket, create a program where they can apply for comp tickets. Plus, if you want to do a ticket promotion, make sure it’s targeted and for a limited time. If you discount, do it early in the season so you reward people for buying early instead of giving the discounts to people near the end of the season.
– Many schools want people to try the product in hopes that they will come back on their own. That works well when you are sampling a food product usually because it’s a sample size. It’s a lot harder to do this with a basketball game because for new people, they might not know what the value of a women’s basketball game is. This is your chance to show them, so if you say it’s free or $1, that’s going to be the value in their mind. That makes it harder to get them to pay the regular price the next time, especially if you charge a dollar, they go on the court, etc. You want them to have an awesome experience, but giving that all to them for such a low price means you have to top that for them the next time. If you haven’t read the book “Predictably Irrational” by Dan Ariely, it will give you some research on the way people make buying decisions. It’s one of my all-time favorite books.
– Get the backing of your boss and her/his boss. If they support your plan, then it’s easier to stick to it. Then, communicate frequently with them. Often times people throw out ideas because they want to do more, but if you show them how much you’re doing and how invested you are in their program, that idea throwing should lessen. Discounting tickets is the easiest thing to do, but it’s not necessarily the right thing.
I would love to hear from more of you, so feel free to comment below with advice on how you communicate with your coaches, promotions you run that keep the value of the ticket, etc. If you haven’t joined the private WBB Facebook group, please send a request to me by clicking here. You can reach me (firstname.lastname@example.org or @TracieHitz), as well as the rest of the NCAA staff members who were on the webinar using our contact information below. Let’s keep the lines of communication open. I promise there will be less beeps!