Building Sport Societies Page 5

  Part of this sales culture creates an environment where every fan is important. Their financial impact may be indirect compared to others who directly support through monetary monthly charges at the highest levels, but they have a larger impact in the amount of purchases that they make via sponsors’ stores as well as stadium ancillaries. And they will not see the purchases as exorbitant because they are receiving direct goods and services.

  Beyond the Category 1 game system, there should be a membership model renewal system which allows the member to gain priority points not only for the level in which they purchase but also what they purchase additionally. Fan loyalty cards have been used by movie theaters in the last few years in to engage fans to buy more product, in order to achieve more points.

  Why are points important? Because if the chain of membership is broken, all the points built during that period are lost. This means that all priority buying efforts are now for naught. This compels the fans to continue to stay involved, even if it means reducing to a lower financial support level, in order to stay with the program and the team. They want their past investment to mean something for future results.

  Priority points are a way to maneuver around seating choices. When new seating choices open up because a fan does not renew, the highest possible level of points gain first rights to purchase those seats. Membership points are generated not only with membership level, but also with the frequency in which seats are purchased. This means that those who pay more into the system financially will benefit the most.

  This can translate to merchandise, concessionaires, and other ancillary products by use of a membership card. This can also become a sponsorship-driven tool as those who use their membership card along with payment for a sponsor’s service (such as an oil change) can not only gain points, but help build out the CRM and show the impact of a club’s supporters to those who sponsor. It can also be a way to involve credit card companies which can tie to the membership card any purchases made during that time, helping garner additional points during the process.

  Each transaction must count for the greater benefit of the member. This should separate a member from a non-member. It should be a free association with benefit, which ties the member into continuously joining in the sales culture while the non-member becomes curious and attracted to the idea of membership. This also ties into the VIP areas, special access into areas or pre-match festivities, and keeps the non-members outside. This is about creating tribes of influence. If you want to be a part of it, you must become a financial supporter and engage.