What’s your fan experience Like?
Times have changed, and sports has changed with it. With the inflow of new technologies every year and the many alternatives to experiencing games, sports teams have found themselves in a constant race; desperately trying to improve attendance by pushing the limits of the fan experience in your venue.
With so many different channels, technologies, strategies, etc., why is fan engagement the most important? How can it produce a significant return on investment for your team?
Three Simple Facts:
- Happy fan come back
- Happy Fans tell their friends
- Sponsors want in on the fun, and they are willing to pay for it
Fans are more likely to come back to your games if they enjoy their experience.
We all know the power of negative experiences and poor first impressions. If a fan associates a negative experience with your stadium or gym, you’ve potentially lost them forever. In a study done by Esteban Kolsky, Founder, ThinkJar LLC, he claims, “If customers are not satisfied, 13% of them will tell 15 or more people that they are unhappy. 67% of them mention bad experiences as a reason for churn, but only 1 out of 26 unhappy customers [actually] complain.” The rest? “They just leave.”
Biggest takeaway? It’s crucial to focus on creating positive experiences for fans to avoid harmful word-of-mouth exposure!
Happy fans are more likely to tell their friends about their experience.
On the contrary, the impact of positive associations can be just as strong. “72% of customers will share a positive experience with 6 or more people,” Kolsky states. In other words, positive sentiments also spread fast. If one fan leaves genuinely happy and amazed by his/her experience during your game, it could mean you’ve got six more people hearing about it & wanting to become a part of that experience.
“72% of customers will share a positive experience with 6 or more people.”
What it boils down to is the social contribution. Fans want something they can tell their friends and family about; a reason to drag their friends to the next game. They want to feel a part of something different, personal, and unique.
So how can your sports facilities leverage priceless moments for your sponsors?
As of 2016, sponsorship spending on festivals and sports venues reached a total of $1.47 billion. Most of which went to experiential marketing such as interactive installations, virtual reality, and live-streaming. Brands are starting to see the value in exceeding fans’ expectations by giving them access to the newest technology and exclusive experiences. In doing so, they are effectively associating their brand image with the priceless moment’s fans chase after.
The point is, your fans are at the core of every revenue stream, and they need to be treated accordingly even at the high school level.
Improving the fan experience directly correlates with generating more revenue, so remember the three simple facts when evaluating the fan experience:
- Happy fans come back
- Happy fans tell their friends
- Sponsors want in on the fun, and they’re willing to pay for it