THE INSIGHTS

Tell me your section and I’ll tell you WHY you attend

Can you tell something about a person from the seat they are sitting in? Well yes, it turns out. At least if the seat is in a stadium, where each section tells a lot about what experience you are looking for.

This has been the finding in FC Copenhagen, where they have been experimenting with section-based segmentation in their marketing campaigns for season cards for the coming season (or perpetuity as it were, but that’s for another blog post).

Jacob Lauesen, Director Brand Marketing & Development at the club, explains: “To boost our season card sales, we set up Facebook campaigns aimed at look-a-likes to our current season card holders, with a unified messaging. The campaign was performing very well, so we decided to experiment with further segmentation and messaging, and the results were amazing.”

From one message to segmented campaigns

Jacob Lauesen expands: “We divided the stadium into 4 different motivations, and set up corresponding campaigns by exporting the season card holders of each part of the stadium and then using those for look-a-like campaigns on Facebook. When the results came in, I didn’t believe it. We’d gone from a ROAS (return on ad spend) of approximately 11 to +20 on season card campaigns. And the campaigns continued to deliver at this level.”

What they did was: They set up specific campaigns aimed at very specific stadium experiences or attendance motivation – those sitting in the family section would be expected to be looking for a kids-friendly experience while those standing behind the goal will be looking for the shoulder-to-shoulder screaming experience. 

How can this case story help you

Understanding the motivation of your fans and patrons is key – whether you work in a sports club, a theatre or a concert hall, you should consider what the choice of seats reveal about people, and how you can use that in your segmented marketing, either through your own channels or paid media.

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