How Much Do You Know
About Your Best Fans?

“We wish we knew more about our super fans”.

From selling tickets and exclusive merchandise to promoting sponsors and finding the best in-stadium food vendors, teams all over the world are engaging with their fans across many touchpoints in person and online. But, what do teams really know about their fans? 

Here’s how it can help a sports team learn more about their best fans and what teams can do when they understand more about their fans by utilizing the fan experience platform from Plus.Fan

1. Fan Data Collection & Enrichment

• Unified fan profiles: Plus.Fan aggregates fan data from various sources –  ticketing, social media, merchandise, email, and more – into a single fan profile. Plus.Fan members serve as a great way to bring in more fan data from fans that aren’t local – they can’t visit the team store, live too far to buy tickets  and aren’t doing business with local sponsors.
• Behavioral insights: Tracks how fans interact across digital and physical touchpoints. Tracking engagement across digital content and behavior history (logins, comments and more) along with in-person events for attendance builds a complete profile.
• Zero-party data: Through polls, quizzes, or gated content, teams can collect self-reported data from fans (interests, preferences, favorite players, etc.). Plus.Fan makes the zero-party data management process simple and fans are able to connect via mobile app and web with real-time notifications – interaction is made easy with Plus.Fan

2. Segmentation & Identification of Best Fans

• Membership Selection:
  Assign value and interest level to fans based on the types of memberships they select and purchase. Allows teams to group fans by behavior – e.g., VIPs, superfans, international fans, dormant fans.
• Counting Out Of Market Fans
  With as much as much as 50% of fans living “out of market” and not able to purchase tickets to attend a match, there is little profile building or information gathering about those fans,
• Lifetime Value Analysis:
  By valuing subscriptions over time, especially when combined with other purchases (season tickets, merchandise), the lifetime value becomes easier to quantify. In addition, the team can also add value to fans who are not ticket buyers.

3. Actionable Insights

• Predictive Analytics
  Developing fan profiles with enhanced data, allows for basic forecasting of which fans are most likely to convert to season ticket holders, churn, or upgrade.
• Content Preferences
  Shows what types of content (videos, interviews, stats) drive the most engagement.
• Campaign Optimization
  Helps marketing teams tailor messages to the right fans at the right time based on membership type and history within Plus.Fan.

4. Fan Engagement Tools

• Personalized Experiences
  Deliver offers, messages, or experiences based on a fan’s profile targeted based on membership groups. Use data from membership profile and behavior to develop sub-segments of fans (out-of-market premium subscribers) that are more or less likely to respond to specific offers.
• Real-Time Messaging
  The Plus.Fan mobile app delivers notifications to fans in real-time – building an ongoing messaging thread that continues during game-day and beyond.
• Interactive Features
  Polls, trivia, contests – all generate more engagement and more data.

5. Monetization Opportunities

• Targeted Offers
  Sell (or provide early purchasing access) premium merchandise, exclusive content, or VIP tickets to the fans most likely to buy.
• Sponsorship
  With more profile and fan audience you can provide direct in-platform opportunities for new and existing sponsors to promote within the app and web. Sponsorship opportunities exist across team channels or individual sponsored posts.
• Premium Events
  Use membership data to improve attendance for specific games or events by targeting high-probability attendees.
• Fan-get-Fan Initiatives
  Your most loyal fans are much more likely to bring new fans to your team, whether that’s family, friends, or work colleagues. Having an incentivized Fan-Get-Fan initiative can help drive revenue growth, and fan loyalty.
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Wrapping Up

Fan experience membership, powered by Plus.Fan, allows teams to segment and group their fans based on interest, interactions and purchase history. Accurate and customized fan segmentation allows teams to create personalized interactions, promotions and content that continues to drive fan engagement and builds loyalty.