Building Sport Societies Page 6

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  4-MEMBERSHIP SCENARIOS

  This entire sales culture needs to foster a 365 day commitment from the organization. There cannot be any months in which the fans are not enticed to give direct support of membership. This means that there must be something unique and special that draws fans to purchase a membership at a per month basis, to push fans to join and retain their membership status. This is about not breaking the chain for a member, because the points and status within the group will be affected.

  This is about customer service agents building the relationship, and VIP entrances for early arrival. Fans can enter through members' only entrances which have shorter lines, and they be able to come into the building up to 1 hour earlier than the general public, receiving further player engagement opportunities. One of the biggest issues with fan membership is the lack of experimentation. The role of this chapter is to provide various, experimental models that could be utilized for adoption by those clubs or franchises seeking to provide different revenue generating avenues for fan membership.