HSES 289 Lecture Notes - Lecture 2: Customer Relationship Management, Escalator
8 Nov 2017
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Inbound sales - contact organi ation directly as a fan for tickets/services. Mini plan - 10 game passes, different packages. Season - team tries to sell these more. Premium - club level, courtside, extra packages. Game day pass - bud light + chiefs, 10 games in leftover seating. Must balance engagement, revenue, excitement vs. legitimacy and tradition. Sort out different types of fans (cid:840)ex. hardocre, benefit-driven, casual, one-time. Consumer escalator attendees, emotion-driven(cid:841) and cater to needs/ads for them. Benefit-selling: cheap giveaways, no commitment, lowest level. After-selling: upsell, encourage more buying with deals, remind about. Fanatics: hardcore fans, guaranteed tickets positive experience. Transformative upgrades, access, swag, ku points out, improving school, making difference, ex. iptay (cid:840)i pay ten a year(cid:841) Want intangible and internal satisfaction through helping. Many organi ations take a (cid:873)big business(cid:874) approach to fundraising to attract as. Donors with transformative intentions need much more attention than those.
