• Loading stock data...
Tuesday, April 16, 2024
  • -
  • -
  • -
  • -

How a New Ticketing Technology Helped Troy Athletics Break Attendance Records

Related image

Photo via: Troy.edu

With commerce skewing towards the mobile mind, college athletic departments have had to change the way they do business. The cold calls are still there of course, but less frequent. Instead, they are replaced with timely emails, fan profiles, and mobile sites that need to be streamlined in order to sequester a transaction. One misstep in the foundation of the mobile purchasing process, and a would-be sale will crumble in an instant.

Brent Jones, Deputy Athletic Director of External Affairs at Troy University, is well aware of this reality, and that is why he leans on the technology and support provided to him by AudienceView.

“AudienceView has helped with data mining and website aesthetics. We need to make sure that the buying experience mirrors the best marketplaces,” Jones told Front Office Sports. “We have been able to reduce the amount of clicks and reduce the amount of pages. You need to have a strong eCommerce site with a strong support team to go along with that.”

Precision and efficiency are common themes that athletic executives harp on whether their focus lies on the field or off the field. In the sales world, athletic departments are becoming more privy to understanding the purchasing preferences of their fans, as well as their general make up. In the past, a poor sales staff member without a lead would have to call a household with little to no information in their holster about the interests of the person on the other side of the line.

In today’s world, Troy’s sales staff is much more prepared when taking their athletic events to market. Thanks to business intelligence technology provided by AudienceView, Jones and the rest of his team are armed with customer profiles that capture and store information to assist with selecting a strategy to target a group or subset of fans.

“By building out fan profiles with AudienceView, we have made the buying process much more precise. A fan comes online to buy a single ticket, but it may make more sense for them to buy a flex plan – so we have a pop-up ad. They have helped tremendously with that.”

One taxing issue that will shuffle the brain of any man in Jones’ position is deciding when to market tickets for a prospective bowl game featuring their football team. There are cases when a team will play a bowl game a full month after the conclusion of their final regular season game, and executives are wary of infiltrating their fan base’s inbox with ticket offers prematurely.

“This past season we set an attendance record for Troy football, averaging about 25,000 fans a game. We knew we were going to a bowl game, but we were thinking ‘How do we make the (purchasing) process as streamlined as possible?’ We pushed our fans to go online to purchase our tickets, and we had the peace of mind to know that AudienceView had the site built out for us. They allowed us to best serve our fans.”

(Jones was being a bit modest there…The football team averaged nearly 25,000 fans a game despite residing in a town of only 19,000 people!)

Serving is a two way street with AudienceView’s business intelligence technology. When Troy upset heralded LSU in football this past September, Jones relied on the resources he had at his disposal to capitalize on the euphoric state of his fan base instantaneously.

“Through their business intelligence system, we were able to send out an email to our fans right after we beat LSU. It’s about being able to capture the moments to capitalize on those moments. We have to balance the way we communicate with fans and minimize solicitation. AudienceView has the tools that allow us to be successful.”

*AudienceView is a Proud Partner of Front Office Sports

Copy Link
Link Copied
Link Copied

What to Read

Women’s Basketball Finally Has a TV Deal to Match the Excitement. Now What?

A lucrative new media-rights contract could rectify problems of the past, but the future of March Madness media rights is anyone’s guess.
Mar 16, 2024; Washington, D.C., USA; North Carolina State Wolfpack forward DJ Burns Jr. (30) cuts the net after defeating the North Carolina Tar Heels for the ACC Conference Championship at Capital One Arena.

How Two College Seniors Helped DJ Burns Cash In on a Final Four Run

Two college seniors are facilitating deals for NC State’s big man.
Mar 31, 2024; Portland, OR, USA; NCAA officials measure the three point line while coaches from the Texas Longhorns and NC State Wolfpack watch with referees in the finals of the Portland Regional of the NCAA Tournament at the Moda Center center.

NCAA Has No One to Blame for Latest Women’s March Madness Transgressions

NCAA is still making avoidable mistakes three years after a complete overhaul.
Nov 16, 2015; Bloomington, IN, USA; General view of the championship banners at Assembly Hall prior to the game between Austin Peay and Indiana.

How to Make It in Basketball: Become a Manager at Indiana

Inside the Hoosiers’ unglamorous, profoundly rewarding incubator for basketball’s biggest names.
podcast thumbnail mobile
Front Office Sports Today

Inside the Most-Hyped WNBA Draft in History


Featured Today

Mar 19, 2021; West Lafayette, Indiana, USA; Oral Roberts Golden Eagles forward Kevin Obanor (0) and guard Carlos Jurgens (11) and guard Max Abmas (3) and forward Francis Lacis (22) celebrate after an overtime victory over the Ohio State Buckeyes in the first round of the 2021 NCAA Tournament at Mackey Arena.

Cinderella Runs Are Great in the Moment. Then Things Can Get Messy

Sustaining success can arguably be more challenging than beating Goliath.
Mar 10, 2024; Las Vegas, NV, USA; Southern California Trojans guard JuJu Watkins (12) cuts the net after the Pac-12 Tournament women's championship game against the Stanford Cardinal at MGM Grand Garden Arena.
March 28, 2024

The Pac-12 Built a Women’s Basketball Powerhouse. Then Realignment Hit

The breakup is happening at the worst time for the sport.
March 22, 2024, Brooklyn, NY, USA; Northwestern Wildcats guard Brooks Barnhizer (13) and Northwestern Wildcats guard Boo Buie (0) react in overtime against the Florida Atlantic Owls in the first round of the 2024 NCAA Tournament at the Barclays Center.
March 27, 2024

‘An Expensive Game’: March Madness and NIL Collectives Are Intertwined

At schools nationwide, collectives are fueling NCAA tournament runs and vice versa.
Iowa’s Caitlin Clark (22) waits to be announced in the starting lineup against West Virginia in a NCAA Tournament round of 32 game Monday, March 25, 2024 at Carver-Hawkeye Arena in Iowa City, Iowa.
March 26, 2024

The Women’s Trading Card Market Is Overlooked. Can Caitlin Clark Change That?

Traditionally, women’s sports cards have been a marginal part of collectibles.


Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Multiple - USA Careers
Multiple - USA Careers
Dunham's Sports
Multiple - USA Careers

‘Nothing Is Off the Table’: New AAC Commissioner Isn’t Afraid of the Controversial Ideas

Tim Pernetti told reporters he’s specifically interested in private equity—and didn’t rule out athlete employment or unionization models.
April 10, 2024

Stanford’s Tara VanDerveer Retires With ACC Move Looming

She set the all-time coaching record with 1,216 wins.
April 10, 2024

Deion Sanders: NFL Teams Manipulate Draft Positions

Coach Prime joined ‘Front Office Sports Today’ to discuss the state of college football.

Rapid Returns: How Technology Is Getting You Back to Your Seat

How Oracle’s POS technology is helping fans get back to their seats faster.
April 9, 2024

John Calipari’s Kentucky Exit Is As Slow and Awkward As a Dog in a Stroller

Calipari steps away from Kentucky with the Arkansas deal still unofficial.
April 9, 2024

Simultaneous Final Fours: An Untenable Logistical Conundrum

The women’s Final Four has gotten much too big to take place at the exact same time—in a different location—as its men’s counterpart.
April 8, 2024

With Back-To-Back Titles, UConn Proves Basketball Is About More Than Power

Unlike in FBS football, a non-Power 5 basketball school can dominate.
April 8, 2024

South Carolina’s Title Win Smashes Ratings Records in Caitlin Clark’s Finale

The NCAA title game became the most-watched women’s college basketball game.