The price of anything is what you pay for. Simple.
It’s the promise you make to your fans regarding their expectations. Is what they are willing to give up for your promise.
But, have you considered what your total price for your fan is?
Imagine that this weekend is the last game of the season, at home. Your team needs the victory to win the league. You decide to give tickets for free, 0€ to get to the stadium to attend the big game.
Scenario A. Your fan, Maria, spends a lot of time booking the free ticket online. The day of the game, she refuses to go to a friend’s birthday party and buy the official shirt of the club to attend as a true supporter. Maria invites a friend to come and pays some sandwiches and drinks for them at the half-time. Not only the team loses but she feels disappointed by the poor people attending the game. Maria feels part of a “fake family”.
Scenario B. Your fan doesn’t even need a ticket to get in if it’s free. Club staff at the entrance count the total attendance without tickets. Maria gets special seats for her and his birthday friend because of his birthday. The club decides to run a social media “live” content to give away a free menu at the bar. Maria and her friend are some of the winners and enjoy two free meals. With the stadium full, the team wins and the players stay at the end of the game to share their euphoria with fans. Maria feels part of the team.
Two different examples with very different outcomes, at apparently the same price of 0€ the ticket.
Time, effort, money, opportunity cost and emotions are what we pay for what we are promised.
Let’s make sure our brand pays off a lot more than our fans pay.