Berlin – November 2024
How can a basketball club like the Frankfurt Skyliners better understand how fans perceive ticket prices – and make smarter, data-driven pricing decisions?
Our recent price sensitivity analysis shows how a targeted survey of season ticket holders and casual fans can help review current pricing structures and uncover opportunities for improvement.
Following their success on the court, the Skyliners also wanted to set new standards off the court – particularly when it comes to ticketing. In partnership with Smart Pricer, the newly promoted team launched an analysis project to review their existing pricing model and lay the groundwork for a fair, sustainable ticket strategy.
UNDERSTANDING FANS: THE ROLE OF THE SURVEY
At the heart of the project was a comprehensive fan survey, designed to gather meaningful insights into price perception and key purchasing drivers. The goal wasn’t to push fans to their maximum willingness to pay, but rather to evaluate and refine the club’s current pricing approach – with a focus on fairness and market alignment.
The survey didn’t just explore how fans feel about pricing, but also looked at what truly drives their decisions – especially among season ticket holders versus casual attendees. This approach also highlighted opportunities for more targeted marketing and promotional efforts.
PRICE ANALYSIS: METHODOLOGY AND KEY LEARNINGS
To generate these insights, we created a tailored survey and distributed it across different fan groups. The approach combined proven pricing techniques such as:
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- Gabor-Granger Analysis
- Price Sensitivity Meter
- MaxDiff Analysis
These were complemented by additional, targeted questions. The survey included different game scenarios, seating categories, and pricing options to build a clear picture of fan preferences
We paid special attention to how fans respond to different seat categories, and how variables like matchday and opponent affect price acceptance. We also compared responses across distinct customer segments – average fans, casual attendees, and loyal supporters – allowing us to understand the key drivers of price perception in each group. These insights help shape a more nuanced pricing strategy, tailored to the expectations of each fan type.
KEY TAKEAWAYS
- High Price Sensitivity: Ticket prices are a key factor in purchasing decisions. Even small changes can significantly affect demand, especially in certain categories.
- What Fans Care About: For casual fans, price and timing (weekday, time of day) are top priorities. Loyal fans, on the other hand, are more influenced by sporting performance.
- Solid Base Pricing: Lower-priced categories were seen as fair and reasonable, confirming the club’s strategic approach.
- Early Booking Habits: Across all fan groups, fans tend to book tickets well in advance. Combined with high price sensitivity, this suggests that well-timed promotions for select games can boost demand in premium areas while keeping a stable base occupancy.
Our analysis shows how data can lead to smarter pricing and stronger fan engagement. But every club is different – with its own challenges and opportunities. Curious what’s possible for your organization? Let’s talk. In a no-obligation initial consultation, we’ll explore tailored solutions that can support better decision-making and long-term success.
Questions, ideas, or feedback? Feel free to get in touch – we’d love to hear from you!