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Blues use data and insight to boost new Season Ticket sales


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With attendances across the Football League taking a downward turn in recent seasons, and especially with an increasing eye on Financial Fair Play, clubs up and down the country have focused their efforts on improved engagement with fans in order to secure a sustainable future.

Whilst Birmingham City has a steady flock of ‘loyal’ fans that will stand by the club through thick and thin, the club understands that it must pay attention to other key segments of their fan base if they are to maintain success.

Through some detailed insight gained from the club’s database, including sophisticated MOSAIC profiling, families were identified as an audience that will be critical to success for Blues.

The overall aim was to lay the foundations to sustain the club’s long term ambitions by encouraging more young families to get behind the team; however this is supported by a number of short term goals.

Birmingham City tackled this with great success for the 2013/14 season with the introduction of the #passiton campaign, which sits in the centre of a number of family orientated initiatives, including a new free ticket initiative for under 10s. This has resulted in a substantial increase in the number of new Season Ticket Holders mainly through a boost to the family audience.

Aims and objectives

Besides the long term objectives of sustainability by developing a young and passionate group of fans, the aims of the campaign were simple.

Through a focus on data marketing the club would seek to deliver a highly personalised and targeted campaign that would engage with the fans on a new level. Whilst the retention strategy was not forgotten, the focus for growing a young and family audience had to be on new Season Ticket Holders.

On top of this, Blues were also looking to change the traditional patterns of behaviour surrounding purchasing. They should drive online sales and encourage fans to engage on a digital level. This would not only improve the experience, but reduce marketing costs and ensure measurable, closed-loop marketing was achieved. This also presents opportunities for further engagement and an extended amount of campaign exposure by encouraging interaction across social sites.

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