Fans stream in to find their seats. Popcorn has been purchased. The game is on. But, could it have been sold-out? Why are single game tickets behind? Could we have activated a sponsor tonight? How can we attract fans to the kids club?

What is a Lead Culture?

At every game, different parts of your organization (including sponsors!) are interacting with fans—fans who love your brand and love a taste of team fever. And every time they do, there’s an opportunity to capture a lead via an email address, a name, a registration or a sign up. Fans will almost always exchange their information for a simple sports trinket, a chance to win an autographed jersey or a position on an early invitation list to a special event.

Now it’s time to enlist help with this exchange.

How to Build a Lead Culture

Make a list of all the departments interacting with fans on game day–before the game, during the game and after the game. Meet with them and talk about potential collaboration. Share what’s required for a lead and how they might help.

  1. Sponsors
    Your sponsors are famous for collecting fan data. Why not start a conversation with them about the data they collect, what you’re seeking and how your purposes overlap? They’re likely willing to share. But they won’t do it if you don’t ask.
  2. Community Relations
    Get to know the event schedule, giveaways, contests and photo booth fun. Make sure they’re collecting an email address, name, number or registration at every interaction. A Pop Warner Tournament or BBQ festival is teeming with untapped potential fans.
  3. Pep Squad
    Study their schedule for t-shirt throws, mascot dances and trivia during games. At every fan interaction, see if they’ll hand out a postcard with opportunities for a drawing or giveaway. Registration required.
  4. Newsletter Vendor
    When fans sign up for a newsletter, it’s a huge chance to collect their information, send them a discount code, start them on a nurture campaign and turn them into a lead. Is your software asking? What does the form look like? Talk to marketing and make sure you’re working together.

Don’t Forget to Follow Up

Schedule regular meetings to review and brainstorm new initiatives. Building repetition is a key to creating organizational shift in the lead capture mindset. The more employees understand how it works, the more they’ll have the ideas ready to go and the faster they’ll become part of your lead capture team.

Go Team!

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