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Writer's pictureAndrew O'Loughlin

What is your next best offer?

My last post was on endings. But it doesn't end there. Every 'finish' in sport should be the start of something next.


Image: Netflix


𝗦𝗼 𝘄𝗵𝗮𝘁 𝗶𝘀 𝘆𝗼𝘂𝗿 '𝗡𝗲𝘅𝘁 𝗲𝗽𝗶𝘀𝗼𝗱𝗲'?


Every successful company has an upsell. The ‘Next Best Offer’ in their customer journey. All the good brands, membership platforms and subscription apps have realised they need to give us something else to think about and act on... as soon as one experience is concluding.


𝘓𝘪𝘬𝘦 𝘩𝘰𝘸 𝘺𝘰𝘶 𝘯𝘦𝘦𝘥 𝘵𝘰 𝘳𝘦𝘢𝘤𝘩 𝘧𝘰𝘳 𝘵𝘩𝘦 𝘳𝘦𝘮𝘰𝘵𝘦 𝘱𝘳𝘦𝘵𝘵𝘺 𝘲𝘶𝘪𝘤𝘬𝘭𝘺 𝘣𝘦𝘧𝘰𝘳𝘦 𝘵𝘩𝘦 𝘯𝘦𝘹𝘵 𝘦𝘱 𝘱𝘭𝘢𝘺𝘴 𝘰𝘯 𝘕𝘦𝘵𝘧𝘭𝘪𝘹, 𝘢𝘯𝘥 𝘚𝘱𝘰𝘵𝘪𝘧𝘺 𝘯𝘦𝘷𝘦𝘳 𝘴𝘵𝘰𝘱𝘴... 𝘕𝘪𝘬𝘦 𝘢𝘯𝘥 𝘈𝘮𝘢𝘻𝘰𝘯 𝘳𝘦𝘤𝘰𝘮𝘮𝘦𝘯𝘥 ‘𝘺𝘰𝘶 𝘮𝘪𝘨𝘩𝘵 𝘭𝘪𝘬𝘦 𝘵𝘩𝘦𝘴𝘦’, 𝘢𝘯𝘥 𝘢𝘭𝘭 𝘵𝘩𝘰𝘴𝘦 𝘤𝘶𝘯𝘯𝘪𝘯𝘨 𝘢𝘱𝘱𝘴 𝘩𝘢𝘷𝘦 𝘢𝘭𝘭 𝘵𝘩𝘦 𝘯𝘦𝘹𝘵 𝘴𝘵𝘦𝘱𝘴 𝘣𝘶𝘪𝘭𝘵 𝘪𝘯. 𝘠𝘰𝘶 𝘣𝘦𝘵𝘵𝘦𝘳 𝘣𝘦𝘵 𝘵𝘩𝘦𝘳𝘦 𝘪𝘴 𝘈𝘓𝘞𝘈𝘠𝘚 𝘵𝘩𝘦 𝘯𝘦𝘹𝘵 𝘦𝘷𝘦𝘯𝘵 𝘵𝘰 𝘣𝘦𝘵 𝘰𝘯, 𝘳𝘪𝘨𝘩𝘵 𝘯𝘰𝘸, 𝘢𝘯𝘥 𝘷𝘪𝘥𝘦𝘰 𝘨𝘢𝘮𝘦𝘴 𝘈𝘓𝘞𝘈𝘠𝘚 𝘩𝘢𝘷𝘦 𝘵𝘩𝘦 𝘯𝘦𝘹𝘵 𝘭𝘦𝘷𝘦𝘭 𝘵𝘰 𝘱𝘭𝘢𝘺.


𝗜𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗯𝗲 𝘁𝗵𝗲 𝘀𝗮𝗺𝗲 𝗶𝗻 𝘀𝗽𝗼𝗿𝘁


Because when they finish our events, if it meets their expectations, they will be thinking about what’s next.


Imaginations have been captured, and a world of possibilities opens up.


𝘐𝘧, 𝘢𝘯 𝘰𝘱𝘵𝘪𝘰𝘯 𝘪𝘴 𝘱𝘶𝘵 𝘪𝘯 𝘧𝘳𝘰𝘯𝘵 𝘰𝘧 𝘵𝘩𝘦𝘮.


So that’s what we need to be thinking about.


Before they do.


Because they are more likely to take on that next session, run, ride, game, tournament, event or season membership if we sign them up there and then.


𝗪𝗵𝗮𝘁’𝘀 𝘆𝗼𝘂𝗿 '𝗡𝗕𝗔'?


‘Next Best Actions’ or 'NBEs' (next best experiences) offer interactions with customers based on their historical preferences and recent behaviours.


Netflix and Spotify do it, so do Nike, and everyone else. This leads to a more personalized and relevant experience, ultimately increasing customer satisfaction, and the strength and length of the relationship.


So, don't let it finish there. Instead of letting the end of an event, a program, or a season be the end, turn it into a springboard for what's next.


Whether it's informing participants about upcoming events or enticing them with new opportunities, keep the momentum going.


𝗬𝗼𝘂𝗿 𝘁𝗶𝗺𝗲 𝗮𝗻𝗱 𝗿𝗲𝘀𝗼𝘂𝗿𝗰𝗲𝘀 𝗮𝗿𝗲 𝘀𝗰𝗮𝗿𝗰𝗲, 𝘀𝗼 𝗶𝘁'𝘀 𝗰𝗿𝘂𝗰𝗶𝗮𝗹 𝘁𝗼 𝗶𝗻𝘃𝗲𝘀𝘁 𝗶𝗻 𝗲𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲𝘀 𝘁𝗵𝗮𝘁 𝗺𝗮𝘁𝘁𝗲𝗿, 𝗮𝗻𝗱, 𝘄𝗲 𝗸𝗻𝗼𝘄 𝗿𝗲𝘁𝗲𝗻𝘁𝗶𝗼𝗻 𝗶𝘀 𝗮 𝗰𝗵𝗲𝗮𝗽𝗲𝗿 𝘄𝗮𝘆 𝘁𝗼 𝗴𝗲𝘁 𝗽𝗲𝗼𝗽𝗹𝗲 𝘁𝗵𝗮𝗻 𝗰𝗼𝗻𝘀𝘁𝗮𝗻𝘁 𝗿𝗲𝗰𝗿𝘂𝗶𝘁𝗺𝗲𝗻𝘁.


So, next time you're planning an event or activity, what's the NBE???


Because the last dance should just be the start of the next! 😁



𝘐’𝘮 𝘩𝘦𝘭𝘱𝘪𝘯𝘨 𝘴𝘱𝘰𝘳𝘵𝘴 𝘨𝘦𝘵 𝘮𝘰𝘳𝘦 𝘱𝘦𝘰𝘱𝘭𝘦 𝘮𝘰𝘳𝘦 𝘪𝘯𝘷𝘰𝘭𝘷𝘦𝘥 - 𝘧𝘰𝘳 𝘭𝘰𝘯𝘨𝘦𝘳.


🎾 🏀 🏐 🏑 ⚽ 🏉 ⚾ 🏏


𝗜𝗳 𝘆𝗼𝘂 𝗻𝗲𝗲𝗱 𝘀𝗼𝗺𝗲 𝗵𝗲𝗹𝗽 𝘄𝗶𝘁𝗵 𝘁𝗵𝗮𝘁 𝗽𝗹𝗲𝗮𝘀𝗲 𝗹𝗲𝘁 𝗺𝗲 𝗸𝗻𝗼𝘄.

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