Do you know how many tickets came through marketing?
We believe that when most people think of marketing, they are thinking of brand marketing. Which in the right circumstance, can have a tremendous impact on driving ticket sales.
However, we find that too often Brand Marketing falls short of driving tangible results, particularly for smaller properties (e.g. Startups, minor league teams, local Performing Arts organizations, etc.). Sure the videos looked cool, but did anyone buy a ticket as a direct result?
That’s why we’ve created Ticket Marketing: an application of marketing techniques designed to drive ticket sales, be measurable, and support your sales team.
Tickets are unlike other e-commerce products:
Consistent ebb and flow to the calendar year means marketing efforts need to ramp up and cool down
Once the game has passed, the revenue opportunity is gone
People buy emotionally and justify rationally. Sports are emotional purchases, therefore ticket messaging needs to tap into that emotion
Due to high fixed costs of sports teams, marketing efforts need to show results quickly and have immediate impacts on revenue
The way people are buying tickets is changing:
FULL SEASON EQUIVALENTS (FSE) = 16%
GROUP SALES = 64%
CASUAL BUYERS = 16%
Fewer people are buying season tickets and more people are attending as part of groups.
This means that your sales team needs to focus more of their time on group leaders who are unlikely to purchase online. This leaves your marketing efforts for the ends of the curve.
Organizing your database around fan attributes as well as their purchase history with your organization.
Building a strategy to tap into the network effect, unlocking the contacts of your most passionate fans.
Aligning the goals of the sales and marketing teams so both teams are working together.
Uncovering the media channels that are best suited to your Fan Personas.
Strategizing content ideas designed to keep your fans engaged, entertained and informed.
Building the infrastructure needed to measure your marketing efforts.
Creating a media and content plan around a specific product (e.g. Season Ticket Renewals).
Writing content for your website designed to be friendly to search engines, and with keywords in mind, that will help attract new fans.
Leveraging video to tell stories about the experiences that can be had at your event.
Capturing people’s attention in the split second we have to encourage them to learn more.
Designing landing pages focused on generating leads or encouraging next steps.
Mapping funnels, identifying poor performing steps, and opening the flood gates.
Qualifying and scoring leads by encouraging those who are most interested to take further action.
Utilizing a database as the hub for all marketing activity. Scoring leads so that the sales team can focus their time on the most qualified prospects, and marketing can nurture the right fans.
Earning credible media impressions through third party outlets that align with your fan personas.
Reaching people where they are most likely to engage: their phone.
If you think we could help your organization with marketing focused on selling tickets, we’d love to hear from you.
