We have a lot of love for season ticket holders.
Since 1998, Authentic has successfully helped the Minnesota Twins improve season ticket holder retention year over year. First by identifying season ticket holder wants and needs, segmenting them by value, driving and measuring their engagement so they can better understand their differences but also their buying behavior. As a result, our marketing and sales efforts to date have helped the Twins prove that more engaged season ticket holders renew their season tickets at a higher percentage than those who are less engaged. We’ve developed processes and systems to help them better allocate scarce benefits and resources. We’ve increased the value proposition to season ticket holders through rewards, recognition and discounts that add value to their Twins experience beyond the play on the field. And we’ve helped the Twins organization understand the lifetime value that season ticket holders bring to the company’s bottom line. Authentic has also helped the Twins grow revenue among season ticket holders in a way that adds to margin, enhances the guest experience at Target Field and strengthens the relationship season ticket holders have with the Twins brand.
Retention Strategy • Loyalty Program Design & Management • Creative • Analytics • Employee Engagement
Minnesota Twins Season Ticket Holder Retention Marketing Strategy
Authentic worked with the Minnesota Twins to streamline and operationalize their retention marketing efforts—making it work and be well-executed among staff, vendors and partners. The Twins are better able to track season ticket holder behavior, including non-ticket spend, and better understand individual behavior patterns inside the ballpark and within an account. With this, the Twins have the increased ability to segment season ticket holders on needs and value dimensions, as well as address at-risk behaviors and predict renewal rates.
Sweet Spot Loyalty Program
Authentic helped the Twins with the branding and packaging of Sweet Spot as a recognizable loyalty program value proposition among Season Ticket Holders. The program includes an online Top 10 Benefits Wish List to make benefits more relevant to season ticket holders while helping the Twins effectively distribute highly desired and scarce benefits.
A passion for Sweet Spot Season Ticket Holder Benefits
Authentic helps the Twins capture and share the genuine experiences Season Ticket Holders enjoy when receiving Sweet Spot benefits in increasingly authentic and memorable ways.
