PANSTADIA & ARENA MANAGEMENT AUTUMN 2013
Are you worth it? A
Bethe Ferguson of Gold Medal Products Co. offers up some great ideas for interacting with fans and generating more business at the concessions.
re your guests your biggest fans or is your venue a one-hit wonder?
There is a fi ne science of turning “blahs” into “oohs” and “ahhs”. That’s because, as a whole, the world is becoming harder to entertain. People expect more from their providers, but don’t want to pay more for it.
Creating repeat business and better buy-in comes from focusing on customer appreciation, loyalty, social sharing to increase buyer base, and guest interaction. All of which lead to improved sales. You can creatively use your existing contests, assets, and media platforms to develop the customer experience. Below is a quick list of ideas to help you get your guests involved and spread the word to their friends. Use these ideas to start thinking beyond traditional guest relation methods.
Play at home contest
Ask your fans to live-tweet a game from the comfort of their own home; create a hashtag to generate outside interest and make it easy to follow (e.g. #thebestgameever). Contest rules: Choose one and promote it on your
website, on your feeds, during the event, or at the next event to promote the contest. The winner could receive tickets or discounts. This will increase retweets and boost your followers. Also consider ways to weave in visual platforms like Vine, Instagram, or Google+. (Just be sure you clearly understand copyright laws and outline them to your guests.)
Taste testing
Let your guests speak. They will be more connected to, and will typically spend more on, items they have input on. Set up tasting booths to promote new items and highlight the classics. Items like popcorn, cotton candy, and Sno-Kones have extremely low food costs and are ideal canvases for multiple fl avour sensations. So, while you will pay a little upfront, you can reap big rewards.
Instant replays on Facebook
Don’t think about this as just what’s traditionally used in games; it can be anything noteworthy. While the replays are streaming, you could feature advertisements as previews, include surveys at the end, or link ticket and concession coupons. This would also be a great opportunity for cross promotion on your other social media channels.
The half court challenge
Build off the idea of this fun contest, and tailor it to your location, audience, and event. It can be anything sports or entertainment related.
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products and services food and beverage
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