BOOSTING SEASON TICKET SALES FOR CLUBS

‘COMPLETE shock’ is how Bath City’s marketing director John Bickley describes his reaction to the tightening grip that coronavirus has had on the football industry. “Who could ever have envisaged a situation where we would have to all but cease trading?” he says. ‘All but’ being the operative words of course, as thanks to Kaizen Ticketing trade is continuing.

Season Tickets for 2020-21 are available to buy now with a healthy 28% saving on the matchday price. “Fans want to help us, they want this club to survive – there is a lot of good will out there but we have to be fair, we have to offer them a good reason to buy something from us at the moment. That’s where Kaizen comes in”.

The smart software allows supporters to secure their season ticket now, regardless of whether Bath are promoted or not. The price is the same so the incentive is to buy early for the biggest potential saving. The vast majority of the club’s season tickets are not sold online, which has not only made for a more streamlined process for administrative staff but has improved the all-round customer service aspect too.

“Kaizen is helping to keep us going at the moment,” Bickley explains. “It is a platform that our fans trust and is easy to use. Beyond those things it’s incumbent on the club to come up with a suitable offering – but you’ve got to make it easy for people, that’s key.”

Kaizen’s reach extends to the use of season ticket cards too, which mean a club’s ticketing operation is fully integrated. “It’s easy and convenient” outlines Bickley. “Our fans don’t have to worry about losing them either. We can switch off their code and issue a new one, so it’s even more secure than the current paper-based booklet we use.”

Added to the convenience factor is the ability to strike up partnerships with other local businesses to offer discount to supportersacross a range of other products and services.

Kaizen Ticketing has been integral to Bath’s sales and marketing strategy. This year more than ever we’ve had to think creatively about our 20/21 season ticket offering and David Lynam’s team have helped bring our ideas to fruition - John Bickley, Marketing Director, Bath