I understood your point but I disagree with it.
By that logic nobody is ever attending games for the first time.
It is not inefficient, it is a very simple way to entice potential supporters by making them members from their first game, with the hope of upgrading them in the future.
Even if they already had their data from attending games previously, they may not have ever considered becoming a member, this gives them a taste and a small sense of being stakeholders in their club.
That's a different value proposition to what you offered in your first rebuttals and whilst I still don't necessarily agree with the logic it at least make sense. I don't think access to one game and a few fringe benefits gives a supporter the experience of being a member, it just gives them a game day experience.
Like I said earlier 1 game memberships is just poor and lazy marketing and something NRL Clubs really need to step up and progress from. Think outside the box and provide a game day experience that will actually change your target markets opinion on attending games or provide a non-game day experience that will entice people of the local community to engage with their local club. These are the types of experiences customers should be receiving when looking to build membership bases.
I hate it when we applaud lazy marketing like 1 game memberships because it "gains data", there's far more proven and cheaper ways of gaining data it's not cost effective or efficient. In fact the whole 2015 membership campaign has actually been very disappointing so far, my club included. Recycled ideas and a lack of effort game wide.
