Offer Code Theme Nights Are Lazy Marketing
Not a day goes by that I do not see another franchise promoting an offer code, based on a theme night. This is the lazy promoter’s way of getting word out, especially when the theme night is… just a offer code. There is no interaction, no engagement beyond using the code and coming to the game itself. There is nothing that separates the theme night, or its offer code, other than a likely discounted ticket. And it is promoted so effectively, that it is diminishing the overall drive for an audience to ever want to pay full price for the product.
Damage is done in small ways as well as large ones. Everyone notices the nuclear blast, which decimates an area. But few people see how poisoning the water supply can cause much more lasting devastation. While the nuclear fall-out of free tickets can keep people away entirely from a radioactive product, heavily discounted tickets does just as much damage, while continuing to draw more people into continually hurting the product long-term.
The Abused Theme Night Concept
These theme nights aren’t really theme nights either. They are simplistic. “Love The Law” Night with a discount code, and three select games to a terrible opponent. What is Love The Law night? Just telling all lawyers, judges, etc… And all of the people who have ever been sued, in a legal case currently, who are parolees, members of the greater community and justice system as a whole, along with anyone who has ever paid taxes to fund the courts.
You can see how silly this entire thing is. Essentially, we just gave everyone a discount, required nothing of them, gave them nothing upon utilizing the discount, and called it a theme night. These types of offer code theme nights do nothing for the overall brand of the sports franchise, except devalue it across the board.
Let’s say that a customer takes the sports franchise up on “Love The Law” night. What then? What are you giving the customer in terms of an experience which is wholly different than any other game of the week? What makes them feel that “Love The Law” night has any possibly variation, a Can’t-Miss-Opportunity or Fear of Missing Out (FOMO) through this promotion? The answer, in short, is none. Nothing at all.
Theme Nights Must Take Effort
When you present this type of theme night, it seems fantastic because it requires nothing of the franchise executives in order to pull off. But it also requires nothing of the prospective customer, short of entering an offer code, to attend. If there is no reason, beyond the initial discount, how is this prospective customer going to be ripe for a 6-game pack upsell upon the initial phone call only two days after “Love The Law” game? Make no mistake about it, that’s where this is going. These customers are being brought in with a discounted rate, only to be prospected and pushed toward a longer-term buy.
But what makes “Love The Law” night special? Nothing. Because no one wants to do anything “cheesy” or “embarrassing.” And this type of irrational argument happens in the major league product way more than the minor league product. Specifically because the minor leagues don’t take themselves seriously. The problem is, when you create a theme night, you have to be “cheesy” or “embarrassing” because that is what marketing is. The last thing theme night marketing is, should be a trip to the dentist’s office, or a quiet session at the library.
Offer Code Theme Nights Are Lame
And this is where the offer code theme night feels like a solution. Because it has the initial idea of the original target (people who love the law!), but nothing to carry out. Therefore, it cannot be controversial, or worse yet, something original. This is why offer code theme nights tend to lack any integrity, and often fail. Because they are a weak concept to begin with, held together by flimsy logic, that result in a lack of general interest with the overall populace who receive the offer. And those who do attend simply are conditioned to now believe the discounted code is the actual price that they always pay for the sports product.
What if “Love The Law” night actually had a certification system for security guards or paralegals? What if new police officers were sworn in, on the field, prior to the game? What if each officiating ruling had a judge appear on the video board, to either confirm or “over-rule” the play? These types of ideas take effort, and they take legwork. When franchise executives, or the staffs underneath of them, don’t try, they eliminate the entire reason to have the theme night in the first place. For fun. For the experience. To create the FOMO.