Many clubs today are realising the importance of looking after key segments of their fan base. From the die-hard season ticket holders to the international social followers, more and more clubs are introducing schemes and initiatives to reward fans for their affinity to the club. There have been many examples of failed loyalty schemes, so to help you avoid this I’ll cover some of the key considerations to ensure that your loyalty scheme is a success.
So your club is on the front edge of fan engagement and installed a loyalty program for your ardent supporters. Congratulations, this is a great step in rewarding your fans, while hoping to nudge their behaviors and capturing some key data for your marketing, operational or ticket sales efforts.
It seems that everywhere you turn, businesses are offering you opportunities to join their loyalty programs. As we know from personal experience, the benefits of joining these programs often outweigh the negatives.
As CRM has become a fundamental cog in the sports (and leisure) marketing machine, attention has been able to turn to other ways of engaging customers to make sure they’re interacting with our CRM activities.