Discussion Session Video - Dive into the Data (March 12, 2025)
In this session, we discussed best practices on how to collect and leverage data from your promotions to drive sales.
Here's a video recording of the session along with a summary of what was discussed.
Why Data Matters in Ticket Sales
Rather than being just another buzzword, data helps teams uncover who their fans really are—their family lives, their interests, and even which social platforms they frequent. Gathering these insights isn’t only about increasing sales but about building genuine relationships and offering fans the most relevant experiences possible.
Collecting Data: Conversations, Surveys, and Observational Cues
Data collection begins with everyday interactions. Simple, friendly questions about a prospect’s hobbies, family, or favorite sports team can uncover major selling points for group outings and future offers. More formal tactics include monthly surveys tied to sponsorships or promotions, where a single targeted “bonus question” can reveal hidden opportunities. Additionally, reps can glean valuable details from a prospect’s social media presence (e.g., LinkedIn or Instagram) and from cues in face-to-face visits (e.g., items in a person’s office).
In-Game Strategies: Turning Fans Into Leads
A big part of effective data collection happens on the night of an event. Strategies discussed include placing enter-to-win tables on the concourse, where fans fill out short forms or scan QR codes for a chance to win signed merchandise. The panelists also mention leveraging arena or stadium screens by prompting fans to respond to fun poll questions via QR code. Face-to-face seat visits, especially to recognize “big spenders” or repeat buyers, help teams gather key personal details and strengthen relationships on the spot.
Making Data Actionable: Timely Follow-Up and Personalization
Simply acquiring data isn’t enough—sellers must integrate and act on it quickly. Use real-time alerts or reports to see how many people are viewing links, then troubleshoot directly with that group leader if something seems off. Equally important is identifying fans or group leaders who show high engagement—perhaps a large purchase or multiple views—and offering them perks like seat visits, additional ticket packages, or exclusive experiences. Timely follow-ups can convert one-off buyers into season-ticket holders or repeat group organizers.
Collaboration Across Departments and Partnerships
Data only becomes powerful when it is shared across the organization. Marketing, sponsorship, ticket sales, and BI teams should all use consistent tracking links and naming conventions so they can pinpoint which campaigns or offers are performing well. Sometimes this means giving sponsors access to specific data—like a banking partner learning which fans might need a checking account—thereby creating a valuable service that strengthens sponsor relationships and drives additional revenue.
