I think you've shot yourself in the foot here. I agree. The true, hard core fans will want a 12 match pass regardless. Its the casual market you're trying to tap in to. There a literally thousands of examples were businesses offer cheaper alternatives. Coles offer their "You'll love Coles" brand AND a basic Coles "No Frills" style brand. And they offer the same products. Just last night I was buying Chicken Kiev, and you could have Ingham for $6.99, You'll love Coles for $6.09 or Coles no frills for $3.99. All were the same 500g 2 pc chicken kiev.
What about Foxtel? Do they only offer a premium package where you must buy every single channel, or can you buy the basic package, sports package, movie package, kids package etc?
Mobile phones...how many differnt plans can you go on depending on your needs?
People will buy if it is value for money for what they are likely to use. At the moment most clubs are only tapping in to their core 5-6,000 that go to 10-12 games per year. That won't change...95% of people are not going to think "sweet, i'm gonna buy a 6 game pass (which isnt as good value per game as the 12 game pass) and then pay full price for the other 4...they'd come out behind and lose the opportunity to attend 2 games. It wouldn't happen.
What do you think the renewal rate is per year. I can bet you it isn't 100%. Maybe 85-90%?? Why do those people stop renewing. Sure, there might be on or off field reasons, but what about the ones who have a new baby and can't go every 2nd week this year? Or who are extending the house and have to tighten the belt? From a business point of view, dont you think it makes sense to have a "step down" package to offer these people rather than lose them completely? The same theory could be used as to why people dont start up memberships. Hmmm...is it really that good? What is it like getting the weekly emails, the member only events, the cap, etc? Do i want to spend $400 to find out?
