3 Creative Twists on the Stale "Buy One, Get One" Ticket Sales Strategy
The classic "Buy One, Get One" deal has been a staple in ticket sales for years, but it can start to feel a little flat. If you're looking to spice things up and offer your fans something fresh, it's time to think outside the box. Here are three creative ways to revamp the traditional BOGO deal and bring a fresh flair to your ticketing promotions.
1) Ratios: Change Up the Formula
Why settle for "Buy One, Get One" when you can offer more variety with different ratios? This strategy gives you the flexibility to be more (or less) generous and fine-tune the promotion to fit your needs. Think "Buy 1, Get 2" or even "Buy 3, Get 1." These twists create excitement and make your offer stand out.
Even better, the "get" ticket doesn’t always have to be free. You could design a promotion where fans buy two tickets and get a third for a reduced price, like $10. This adds value while still generating revenue from that extra seat.
The Australian Football League (AFL) often employs variations of this tactic. For instance, the Brisbane Lions have run successful promotions where kids get in free with the purchase of an adult ticket. This type of offer encourages families to attend games, boosting overall attendance while creating a fun atmosphere.
Pro Tip: Experiment with different ratios to see what resonates most with your audience. These flexible options allow you to be as generous as you want, without having to hand out a ton of complimentary tickets for nothing.
2) Buy a Game, Get Another Game Free: Keep Them Coming Back
A powerful way to extend the total value of a fan-to-team relationship is by offering a free or discounted ticket to a future game. For example, fans could buy a ticket for a December game and receive one free for a January game. This not only increases the initial excitement but also ensures fans return for a second experience, doubling the fun.
This strategy has worked wonders for teams like the Ottawa Senators, who have leveraged it to great success around the holidays. Every year, they run promotions where purchasing one game grants a free ticket to another. In some years with this campaign, the Senators have sold hundreds of thousands of dollars worth of tickets in just a few days.
To maximize its effectiveness, consider using this approach during slower months. If February is historically slow for ticket sales, but January is not bad, try a "Buy January, Get February" deal to fill those empty seats. Work with your finance team to split the money between both games.
Pro Tip: Keep the second game open-ended, allowing fans to choose their preferred date later. This reduces friction during the purchase process and keeps fans engaged longer.
3) Buy From One Team, Get Another Team: Cross-Promote for Maximum Reach
One of the most innovative twists on the BOGO model is to cross-promote tickets with another team, especially if you have partnerships or affiliations. For example, fans who buy a ticket to an NBA game might get a free or discounted ticket to see the affiliated G-League team.
This is a fantastic way to broaden your fanbase and introduce fans to a different sport or team that they may not have considered attending. The Colorado Avalanche have successfully used this strategy with their sister team, the Colorado Mammoth (Lacrosse). By bundling tickets, fans who purchase an Avalanche ticket are treated to a free Mammoth ticket, allowing them to experience professional lacrosse for the first time.
Cross-promotions like this are win-win scenarios, increasing exposure for both teams and encouraging fans to experience a wider variety of events.
Pro Tip: Make sure the teams you pair share a fanbase or at least have overlapping interests. That way, you’re not just selling another ticket, you’re providing a well-rounded sports experience that fans will remember.
By thinking creatively and adding a unique spin to the classic "Buy One, Get One" promotion, you can boost ticket sales, create excitement, and build lasting relationships with your fans. Whether you’re tweaking the ratio, offering tickets for another game, or collaborating with another team, these fresh strategies will help you knock it out of the park.
