Southampton FC

Southampton FC were keen to re-engage with business and fans who had not renewed their corporate hospitality or season tickets.

We chose a dedicated team of passionate football fans for the purpose of this campaign.  Training was given on site at Southampton FC and sales tactics identified to bring businesses and supporters back on board.  A tour of the stadium followed and an open discussion forum was held with the Sales Director at Southampton FC to learn even more about the club’s culture and key focus areas for opportunities for these campaigns.

Southampton FC were keen to ensure that all supporters were bought up to date with changes within the club including player acquisition, stadium developments, hospitality offerings and season ticket offers.  Southampton FC were also keen to understand the reasons for the decisions being made by businesses and supporters to use the insight for future strategies. This information was captured on Impact’s purpose-built survey software and delivered to Southampton FC in an informative reporting format.

The campaign’s purpose was to win-back these supporters and businesses by phone and use sales tactics to bring them back onboard.

Impact implemented different dialling strategies for the two key campaign areas of corporate business and supporters season tickets.

These strategies, alongside the partnership and the training, ensured that the campaign delivered excellent connection rates.  The conversions exceeded the target across both campaigns, supporters re-engaged and a significant number of previous season ticket holders and corporate business were won back.

Further projects during the season focussing on specific match tickets and hospitality sales were also undertaken on the back of the pre-season campaigns.