Non League Daily

Kaizen offers boost for non-league clubs

Kaizen Ticketing is ushering in a new dawn as it helps boost attendances and revenue streams for several non-league clubs.

Kaizen Ticketing has fast become the go-to provider for non-league clubs looking to boost gate receipts. That is in addition to surges in other revenue streams including merchandise, hospitality and sponsorship.

The brainchild of David Lynam, an industry-leading ticketing professional with more than two decades' worth of experience, Kaizen now boasts a host of clients. King's Lynn Town FC, Gainsborough Trinity FC, Curzon Ashton FC, Basingstoke Town FC and Maidenhead United FC are all benefitting from the state-of-the-art software.

"We tailor the system to an individual club's requirements", says Lynam emphatically. "We understand what they want to achieve and help them get there."

Don't just take his word for it though. Chairmen and Managing Directors are queuing up to heap praise on the Kaizen operation, and it's not hard to see why. Gainsborough Trinity FC have sold a record number of season tickets this year.

Their Chairman, Richard Kane, explains: "We have surpassed last year's season ticket numbers quite significantly. Kaizen has played a part in that because they have made the buying experience quicker and easier for our supporters that want to buy online." Or take King's Lynn – their Chairman, Stephen Cleeve, says: "We have twice the number of season ticket holders we had last year and that's thanks to help from Kaizen."

The Kaizen team has put King's Lynn on the map, digitally. Lynam outlines the blueprint for success: "We've worked a lot with King's Lynn to make them more accessible. They will always have a core of fans that prefer to turn up and buy on the day, but we're helping them reach new fans, and families, who might otherwise have spent the afternoon at the cinema, for example."

Non-league clubs have always faced the challenge of persuading 'the uninitiated' to come to a game. Kaizen solves that. It makes it easy to find match details and buy tickets in advance, meaning upfront commitment and the potential to start a targeted marketing campaign with new and existing supporters.

Last month Kaizen oversaw ticketing for Maidenhead's game with Leyton Orient, which was watched by more than 2,500 supporters – the Magpies' largest attendance all year. Nearly 60% of fans bought through Maidenhead's ticketing portal – provided by Kaizen – and printed their tickets at home or showed them on their phones at the turnstile.

Maidenhead's CEO, Jon Adams, said: "The turnout was remarkable but what was especially pleasing was how easy fans found it to buy tickets. We scanned the tickets at the turnstiles, which meant despite a huge turnout everyone got in ahead of kick-off. We've been really happy with how quickly we can get people through the turnstiles with print at home tickets - it's much faster than taking cash."

Print-at-home match tickets are a huge pull for clubs. Not only does it show supporters the club is advancing technically, it is extremely cost efficient. Clubs don't need a complex IT infrastructure as tickets are scanned through a downloadable app provided by Kaizen.

One of the system's strength's is its flexibility. Season tickets, memberships, soccer schools, and even player sponsorship packages are all being sold online through it.

It has helped Greater Manchester-based side Curzon Aston FC to bundle their pre-season games against Oldham, Huddersfield Town and AFC Fylde into one package, which the club sold online at a reduced rate. Natalie Atkinson, the club's CEO, heralded it as: "A move that broadened our reach and made us more accessible."

It's also flexible enough to deal with sales initiatives like 'pay what you can afford' season tickets. Club merchandise is all in a day's work too – "That's where I really saw the system's pulling power!" said King's Lynn Chairman Cleeve. We launched our kit and started taking orders for replica home shirts from Canada and Australia!"

That success fits exactly into Lynam's philosophy. "We made a conscious decision to build something that worked for non-league clubs – nothing we do is arbitrary." He continues: "We want to help clubs at this level to sell shirts abroad just as much as we want them to attract the family who live up the road from the stadium but have never been before."

Lynam played in the non-league once upon-a-time, a period he credits with "making my game more intelligent and results-focused". He knows first-hand the challenges that clubs at this level face. That is why he built Kaizen – intelligent and results-focused.

For more information on Kaizen Ticketing, visit: www.kaizenticketing.com

TABLES, FIXTURES, Results, Team News & MORE