Selling a ticket is easy. Getting the person to come back is the whole point. The difference between a one-off buyer and a loyal member comes down to what happens after the sale.
The ticket is only a way in
Most organisers stop at the payment. Yet that is precisely where the relationship begins. Every ticket sold is a contact you can turn into a regular — provided you do not lose them along the way.
1. Capture the contact, properly
- Un account and a wallet where the spectator finds their tickets, season passes and products.
- Un clear consent to write to them afterwards: GDPR requires it, but above all it is a matter of trust.
2. Stay present, without pestering
- Push notifications for the moments that matter: sales opening, day-before reminder, result, something new.
- News feed in the app, which gathers your updates without depending on social media algorithms.
Your social media belongs to the platforms. Your app and your contact base belong to you.
3. Give a real reason to come back
Loyalty is built on regular appointments. Prize quizzes in your partners' colours, challenges, leaderboards, a loyalty programme: all of them reasons to reopen the app between two events, and not only on the day itself.
4. Turning the buyer into a member
- Season pass and self-service renewal for the regulars.
- Membership and patronage for those who want to commit further.
That is the shift from a simple transaction to genuine belonging.
5. Measure what works
Renewal rate, share of spectators who return, engagement in the app: a handful of indicators is enough to tell whether the relationship is building — or fading.
Key points
- The real work begins after the sale, not before.
- Capture the contact through the account, wallet and consent.
- Stay present with useful notifications and a news feed.
- Create appointments between events (quizzes, challenges, loyalty).
- Move people up the ladder: season ticket, membership, patronage.