Analysis by Margo Savage in KIN 501
Tickets that never expire? Sounds like something that only Disney could pull off, but now the Milwaukee Brewers have joined the ranks of other everlasting tickets. According to an article published by the USA Today, the Milwaukee Brewers Organization had released a “Timeless Ticket” that has no expiration date attached to it. The article explains that the ticket costs $1,000 and is only available to the first 1,000 purchasers. The ticket was, originally, released in October, but it was not until January that the organization publically marketed the ticket. The tickets are good for any 10 future games, including one opening day or World Series game. Additionally, these Timeless Ticket Holders are able to purchase three additional tickets for the same game, if they are available.
As someone who works in marketing, I think that this is an innovative idea, and something that can bring added value to an organization. The concept of a timeless ticket has tangible financial value that fans will be able to see over the years. For the Brewer’s marketing team, just the fact that people are talking about them is positive for everyone involved. The more than people in the sports world are talking about a specific team or promotion, the more publicity it is bringing to the organization. I think that this promotion was targeted at life-long “die hard” fans, but I think that the buzz it is creating will bring other people to look at Brewer’s tickets. With this promotion, it is evident that the company wants in invest in the future of the team and help show the success that the team is striving for.
Additionally, with the purchase of the Timeless Ticket, fans receive a brass ticket that is engraved with their name and exclusive ticket number. This will sit on their desk, or somewhere in their house, and be a constant reminder of the investment they have taken part in. I think that it will also spawn questions from other people, and that will, in turn, bring more publicity to the Brewers. As this promotion continues, it will bring more lifelong fans and help people to invest in the Brewer’s organization as a whole. I think that the ticket will help the “most enthusiastic” Brewers fans share their love for the game with others, and aid in the building of the fan base in Milwaukee. Finally, I think that fans will see the value in this promotion because of the exclusivity associated with the tickets. There will only be 1,000 ticket sold which, in the grand scheme of the 41.900 seat stadium, is not that many. This ticket can also prove its worth simply if the Brewers make the World Series and host Game 7.
Brewer’s fans now have an opportunity to invest in their hometown baseball team and be a part of history if they ever go back to the World Series. By having a Timeless Ticket, they are able to attend any 10 games that they want during their lifetime, including a World Series game and a home opener. It provides an opportunity for people to talk about the Milwaukee organization and to bring publicity to their tickets. It also gives the organization an opportunity to break into the field with a promotion that hasn’t been seen before in the baseball world. I think that this promotion will definitely be one that other teams will take on in the future and it will bring a new and exciting element to the game for baseball fans across the country.
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