From The Editor's Desk

Go Ask The Market

When pricing decisions happen, do you ask the marketplace?

What about when transitioning from season tickets to membership plans? Or group rates? Or promotional nights?

Teams that ask the marketplace tend to get interesting feedback. Sometimes they learn that events or sales initiatives that they want to make have no merit whatsoever.

This can be the humbling portion of the job. Learning that what you want to do has no customer interest.

The marketplace isn’t just asking one-on-one, but surveys upon surveys. Its about dissecting who your fans are, and what they truly want.

Otherwise, you’re like a bad doctor, making recommendations for a patient that you haven’t seen, diagnosing issues that may no exist.

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