The great work our son’s team did was mentioned in Forbes!

Marketing team that is!

Huge congratulations to our son Daniel Marrett, Senior Director of Marketing of the New York Red Bulls MLS team. Dan and his marketing team changed the way the #NYRB approached renewing season’s tickets. Instead of just selling season’s tickets, they turned it into a membership experience.

Along with other benefits, NYRB Members receive an exclusive jacket along with their ticket for the season. This jacket is the same one worn by members of the team when they come out onto the field before a game!

End result? The New York Red Bulls easily broke their season ticket holder renewal goals (sorry, NYRB Member renewal goals) this year … and added many new Members also!

Other results included several articles in sports management publications about their success, as well as being mentioned in Robert Tuchman’s Forbes column on October 8. Selected quotes follow…

From Why Sports Teams Still Selling Season Tickets Are Doomed, by Robert Tuchman (2015.10.08):

The smart teams are working towards giving their fans something more than just a ticket. This is a must for any team hoping to have their own fans purchase tickets through their platform. Many teams and organizations are experimenting with fan loyalty programs for season ticket holders that incentivize the experience and ensure that those paying top dollar are getting their money’s worth. Many teams are attempting these programs, however few of them have emerged with the right formula.

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The New York Red Bulls, a member of the American soccer league MLS, has removed the term “Season Ticket Holder” from their vocabulary in favor of “Red Member.” The reasoning behind this change  was to make fans feel more included in the Red Bull organization and eliminate the transactional nature of the fan to team relationship. “Red Membership,” provides fans with exclusive perks and access that enhances the experience of being a season ticket holder. Red Members receive benefits such as invitations to private practices, members-only merchandise, and preliminary access to other events happening at Red Bull Arena. The Red Bulls understand what is at stake and realize what they need to do to maximize the season ticket holder experience.

As the 2015 MLS season was coming to a close, the Red Bulls began their 2016 Early Bird Renewal campaign. All fans who renewed their so called “Red Member” season tickets were given an exclusive Red Bulls red jacket only worn by the players. Thanks to the campaign, the Red Bulls surpassed their 2016 Red Members renewal goal before the 2015 calendar year ended. The Red Bulls are using their ability to offer “inside access” and experiential opportunities for “Red Members” that no ticket reseller can compete with. Inside access through high touch experiences will be the key component for how teams recapture the dollars they have lost in ticketing.

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Unless teams are able to bring fans something more valuable and rewarding than just a seat at the game, season ticket sales will continue on this downward spiral. Teams like the Nationals and Red Bulls are on the right track and several other organizations like the Washington Redskins and New York Jets have put together season ticket holder loyalty programs (I have seen it firsthand with the Jets as I am a season ticket holder). The entire concept is a burgeoning one and teams must go beyond loyalty programs in the coming years if they are going to regain the profits they are losing. StubHub and other similar services will continue to grow and gain popularity among consumers. People are still attending games in record numbers so teams have the opportunity to revamp this archaic process in favor of one that increases sales by bettering the entire experience for their fans.

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So the marketing team did their job extremely well … and so did the team: the New York Red Bulls closed out the season winning the Supporters’ Shield — they were the top team in the MLS!

On to the playoffs: the New York Red Bulls play the DC United in the Eastern Conference Semifinals this afternoon! Our hometown team, the Montreal Impact, ended the season in third place in the Eastern Conference and are also in the playoffs, playing Columbus this evening. But, with our son working in the front office of the NYRB, Impact fans that I know (as well as family and friends all over Canada and the US) understand why I support the New York Red Bulls!

? John Marrett 2015

About me

I’ve been in sales, marketing and CRM consulting for over 20 years. I write occasional articles and suggestions about issues I have found in LinkedIn.

Thanks very much for reading this article. I welcome your comments. If you find this article very useful, please share it with other members of your LinkedIn network.

You may be interested in reading some of my other articles on LinkedIn:

A LinkedIn Suggestion: User Feedback (aka Using User Suggestions to Improve LinkedIn!)
A LinkedIn Suggestion: Fake Profiles on LinkedIn
How to turn off LinkedIn Video Autorun
Do you need to manage and configure thousands of network devices?
A LinkedIn Suggestion: Notifications
Great Post!
A LION in the house? Say it ain’t so John!
LinkedIn Spam? How do You Handle It?

And here's a link to my LinkedIn Author Page

All articles ? John Marrett 2016 or 2015