Pittsburgh Riverhounds Market Strategy
By: Conlan O’Donoghue
As the Pittsburgh Riverhounds SC aims to expand its fan base and boost ticket sales, the focus turns to marketing strategies that resonate with soccer enthusiasts within a 50-mile radius of Pittsburgh. With the right tactics, the Riverhounds can draw in fans who haven't yet experienced the excitement of a live match at Highmark Stadium. Here are strategies that will solve that:
The Pittsburgh Riverhounds celebrate a win over the MLS Columbus Crew with the Steel Army
Engage Local Communities
The key to attracting new fans lies in engaging with local communities. Hosting events such as youth soccer clinics, meet-and-greets with players, and watch parties for away games can help build connections and create a sense of belonging among local soccer enthusiasts. By actively participating in community events and partnering with local businesses and organizations, the Riverhounds can increase their visibility and attract new fans.
According to a study by Nielsen Sports, community engagement initiatives can significantly impact fan loyalty and attendance at sporting events. It was found that 52% of U.S. sports fans consider themselves more loyal to a team or brand when they see it supporting community causes (Nielsen Sports, 2018). By becoming actively involved in the communities within their fan base, the Riverhounds can create lasting relationships with potential ticket buyers.
Enhanced Fan Experience
Pittsburgh Riverhounds fans cheer on the team during a match
Improving the overall fan experience is crucial for attracting and retaining fans. From the moment they arrive at Highmark Stadium, fans should feel excited and engaged. Offering pre-game activities, such as tailgating, live music, and interactive fan zones, can create a vibrant atmosphere and make attending a Riverhounds match a memorable experience for both new and existing fans.
Research conducted by Oracle found that 86% of consumers are willing to pay more for a better customer experience. Additionally, 49% of buyers have made impulse purchases after receiving a more personalized experience (Oracle, 2019). By focusing on enhancing the fan experience, the Riverhounds can increase ticket sales and foster greater fan loyalty.
Targeted Digital Marketing
Harnessing the power of digital marketing is essential for reaching potential fans in today's connected world. By utilizing targeted advertising on social media platforms such as Facebook, Instagram, and Twitter, the Riverhounds can reach soccer fans within a 50-mile radius of Pittsburgh and promote upcoming matches and special events.
According to a report by Statista, 73% of U.S. adults use social media, making it a powerful tool for reaching a large and diverse audience. Social media platforms allow the Riverhounds to target specific demographics, interests, and locations, ensuring that their marketing messages reach the right audience (Statista, 2021). By investing in targeted digital marketing campaigns, the Riverhounds can increase brand awareness and drive ticket sales among local soccer fans.
Strategic Partnerships
Forming strategic partnerships with local businesses and organizations can help the Riverhounds expand their reach and attract new fans. By collaborating with sports bars, restaurants, and other entertainment venues, the Riverhounds can cross-promote their matches and special events to a broader audience.
A study by IEG found that 84% of sponsors believe that partnerships with sports properties are effective in achieving their marketing objectives. Strategic partnerships not only increase the visibility of the Riverhounds but also provide fans with added value through special promotions and discounts (IEG, 2020). By leveraging strategic partnerships, the Riverhounds can increase their visibility and attract new fans from within their local community.
Targeted Promotions and Discounts
Offering promotions and discounts is an effective way to incentivize fans to attend matches. By offering special discounts for local residents, families, and youth soccer teams, the Riverhounds can make attending a match at Highmark Stadium more accessible and affordable for potential fans.
According to a survey by Ticketmaster, 77% of fans say that discounts and promotions influence their decision to attend live events. Additionally, 59% of fans say that finding a good deal is the most important factor when purchasing tickets (Ticketmaster, 2020). By offering targeted promotions and discounts, the Riverhounds can attract new fans and increase ticket sales for their matches.
The Pittsburgh Riverhounds unveil new kits for the 2024 season
Conclusion
By implementing these marketing strategies, the Pittsburgh Riverhounds SC can attract new fans and increase ticket sales among soccer enthusiasts within a 50-mile radius of Pittsburgh. By engaging with local communities, enhancing the fan experience, leveraging digital marketing, forming strategic partnerships, and offering targeted promotions and discounts, the Riverhounds can expand its fan base and create a vibrant and passionate soccer community in Pittsburgh.
Stay connected with the Riverhounds on all socials!
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Stay connected with the Riverhounds on all socials! 〰️
References:
Nielsen Sports. (2018). The Power of Community in Sports. Retrieved from https://nielsensports.com/power-community-sports/
Oracle. (2019). Modern Consumer Experience. Retrieved from https://www.oracle.com/a/ocom/docs/dc/em/wbem100046852-ww-ww-modern-consumer-experience-oc11687.pdf
Statista. (2021). Share of U.S. adults who use social media. Retrieved from https://www.statista.com/statistics/273476/percentage-of-us-population-with-a-social-network-profile/
IEG. (2020). IEG Sponsorship Decision-Makers Survey. Retrieved from https://www.sponsorship.com/iegsurvey/2020
Ticketmaster. (2020). Ticketmaster 2020 State of Play Report. Retrieved from https://discover.ticketmaster.com/wp-content/uploads/2020/02/TM_2020-State-of-Play_Report.pdf