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The Soundboard: Rockhouse Partners Case Studies

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Sell More Tickets! Strategies & Tactics You Can Use For Marketing Your Own Events.

Sell More Tickets! Strategies & Tactics You Can Use For Marketing Your Own Events.

Published in: Marketing, Technology, Business

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  • 1. CREATE. MANAGE. MEASURE. ACTIVATE 4.1.14 | The Soundboard Selling More Tickets: Case Studies
  • 2. Who is this guy? Brian Bauer Director of Sales & Marketing Rockhouse Partners #TheSoundboard
  • 3. Who is this guy? Moved to Nashville in 2012 #TheSoundboard
  • 4. Who is this guy? Third-generation drummer #TheSoundboard
  • 5. Who is this guy? I love my dog. #TheSoundboard
  • 6. Who is this guy? I hate coffee. #TheSoundboard
  • 7. Who is this guy? I met this guy once. #TheSoundboard
  • 8. What would you say you do here? #TheSoundboard
  • 9. We’re a technology-based entertainment agency fundamentally changing the way entertainment properties engage and activate fans. Music. Sports. Live events. Data focused, dollar driven. Period. #TheSoundboard Rockhouse Partners
  • 10. #TheSoundboard Some of the 100+ entertainment brands we call friends Rockhouse Partners
  • 11. What would you say you do here? #TheSoundboard 1. Help entertainment properties sell more tickets.
  • 12. What would you say you do here? #TheSoundboard 1. Help entertainment properties sell more tickets. 2. Capture data on prospective ticket buyers.
  • 13. What would you say you do here? #TheSoundboard 1. Help entertainment properties sell more tickets. 2. Capture data on prospective ticket buyers. 3. Generate buzz & awareness about events.
  • 14. What would you say you do here? #TheSoundboard 1. Help entertainment properties sell more tickets. 2. Capture data on prospective ticket buyers. 3. Generate buzz & awareness about events. 4. Increase the value of sponsorships.
  • 15. What’s in this for YOU?! #TheSoundboard 6 Cases of Strategies & Tactics You Can Use For Your Own Events
  • 16. Optimize Website for Sales #TheSoundboard Your website is your storefront.
  • 17. Optimize Website for Sales #TheSoundboard Your website is your storefront.
  • 18. Optimize Website for Sales #TheSoundboard HOMEPAGE 100% of Audience With Intent to Purchase 0% of Audience Lost
  • 19. #TheSoundboard HOMEPAGE 100% of Audience With Intent to Purchase 34% of Audience Lost CLICK 2 66% of Audience with Intent to Purchase 0% of Audience Lost Optimize Website for Sales
  • 20. #TheSoundboard HOMEPAGE 100% of Audience With Intent to Purchase 34% of Audience Lost 56% of Audience Lost CLICK 2 66% of Audience with Intent to Purchase CLICK 3 44% of Audience with Intent to Purchase 0% of Audience Lost Optimize Website for Sales
  • 21. #TheSoundboard HOMEPAGE 100% of Audience With Intent to Purchase 34% of Audience Lost 56% of Audience Lost 71% of Audience Lost CLICK 2 66% of Audience with Intent to Purchase BUY TIX CLICK 3 44% of Audience with Intent to Purchase CLICK 4 29% of Audience 0% of Audience Lost Optimize Website for Sales
  • 22. #TheSoundboard CASE STUDY #1: Jam Productions Optimize Website for Sales
  • 23. #TheSoundboard CASE STUDY #1: Jam Productions Challenge: Display a ton of shows from many different venues. Optimize Website for Sales
  • 24. #TheSoundboard CASE STUDY #1: Jam Productions Solutions: Strong Calls-to-Action - Visually striking and consistent CTAs - No more than two clicks away from buying a ticket Optimize Website for Sales
  • 25. #TheSoundboard CASE STUDY #1: Jam Productions Email Collection on Every Page - One field entry process quickly captures subscribers Solutions: Optimize Website for Sales
  • 26. #TheSoundboard CASE STUDY #1: Jam Productions Socially Connected - Social profile links are at the top of every page - Fans can share or RSVP to specific shows through virtually any social media platform. Solutions: Optimize Website for Sales
  • 27. #TheSoundboard CASE STUDY #1: Jam Productions Mobile Friendly Over 20% of traffic to JamUSA.com is from a mobile device and growing! Optimize Website for Sales Solutions:
  • 28. #TheSoundboard CASE STUDY #1: Jam Productions 4 Sites In 1 - Each venue lives as interior pages within JamUSA.com Optimize Website for Sales Solutions:
  • 29. Optimize Website for Sales #TheSoundboard CASE STUDY #1: Jam Productions Results: 1. Visits increased by over 264% 2. Google Traffic increased by 961% 3. Traffic to ticket purchase pages increased by 15%
  • 30. Optimize Website for Sales #TheSoundboard CASE STUDY #1: Jam Productions Takeaways: 1. Clear and easy calls-to-action. Reduce clicks required to buy! 2. One field email entry form. 3. Make your site content socially shareable. 4. Take note of growing mobile site use. 5. Create a seamless user experience between event
  • 31. Grow Quality Email Database #TheSoundboard Email has a higher ROI than all other forms of push marketing.
  • 32. #TheSoundboard Average order is 2.7 tickets. “The Unknown Ticket Buyer” Grow Quality Email Database
  • 33. #TheSoundboard CASE STUDY #2: X Games Austin Grow Quality Email Database
  • 34. #TheSoundboard Challenge: Quickly grow an email database of qualified prospects. CASE STUDY #2: X Games Austin Grow Quality Email Database
  • 35. #TheSoundboard CASE STUDY #2: X Games Austin Solution: Simple-to-enter form with social sharing functionality. Grow Quality Email Database
  • 36. #TheSoundboard CASE STUDY #2: X Games Austin Solution: Pull emails off of social. Stop renting fans! Grow Quality Email Database
  • 37. #TheSoundboard CASE STUDY #2: X Games Austin Results: 1. 5,400 entries in the first 24 hours 2. 9,266 total contest entries 3. Sold out of upgrade ticket product within 48-hours of onsale Grow Quality Email Database
  • 38. #TheSoundboard CASE STUDY #2: X Games Austin 1. Use contesting platforms like Wufoo that integrate well with social 2. Don’t require too many fields for entrants to fill out 3. Offer compelling and unique prizes 4. Consider messaging contest losers with a consolation prize Takeaways: Grow Quality Email Database
  • 39. #TheSoundboard CASE STUDY #3: Music City Bowl Monetize Email Database
  • 40. #TheSoundboard Challenge: Sell expensive VIP packages. CASE STUDY #3: Music City Bowl Monetize Email Database
  • 41. #TheSoundboard CASE STUDY #3: Music City Bowl Solution: Segmented email database to identify superfans. Followed up with personalized messaging. Monetize Email Database
  • 42. #TheSoundboard Results: 1. 169% more clicks to buy tickets than in 2012 2. Sold out of VIP packages CASE STUDY #3: Music City Bowl Takeaways: 1. Offer prior buyers an exclusive opportunity to purchase early 2. Identify and tag email list members for future Monetize Email Database
  • 43. Generate Awareness on Social #TheSoundboard Build buzz with compelling content!
  • 44. Generate Awareness on Social #TheSoundboard CASE STUDY #4: Wisconsin Beer Lover’s Festival
  • 45. Generate Awareness on Social #TheSoundboard CASE STUDY #4: Wisconsin Beer Lover’s Festival Challenge: Creatively engage with fans before, during, and after the event.
  • 46. Generate Awareness on Social #TheSoundboard CASE STUDY #4: Wisconsin Beer Lover’s Festival Solution: Memes and Fill- in-the-Blanks
  • 47. Generate Awareness on Social #TheSoundboard CASE STUDY #4: Wisconsin Beer Lover’s Festival Solution: Like vs. Share and RT vs. Favorite
  • 48. Generate Awareness on Social #TheSoundboard CASE STUDY #4: Wisconsin Beer Lover’s Festival Solution: Behind-the-Scenes Photos
  • 49. #TheSoundboard Results: 1. 8,000+ unique visitors to the website 2. 67% increase in online ticket sales compared to 2012 Takeaways: 1. Ask yourself before posting, “Is this shareable content?” 2. Photos are the most shared content on social media 3. Don’t be afraid to include “Buy Tickets” links to help make social sell CASE STUDY #4: Wisconsin Beer Lover’s Festival Generate Awareness on Social
  • 50. #TheSoundboard CASE STUDY #5: Circuit of The Americas Manage Reputation & Customers
  • 51. #TheSoundboard CASE STUDY #5: Circuit of The Americas Manage Reputation & Customers Challenge: Manage COTA’s reputation and communicate with unhappy fans.
  • 52. #TheSoundboard CASE STUDY #5: Circuit of The Americas Manage Reputation & Customers  120,000x
  • 53. #TheSoundboard CASE STUDY #5: Circuit of The Americas Manage Reputation & Customers Solution: Act quickly and proactively!
  • 54. #TheSoundboard CASE STUDY #5: Circuit of The Americas Manage Reputation & Customers Results:
  • 55. #TheSoundboard CASE STUDY #5: Circuit of The Americas Manage Reputation & Customers Takeaways: 1. Listen and acknowledge 2. Move the conversation to a one-on-one 3. Be human 4. Fix the problem 5. Know when to move on
  • 56. #TheSoundboard CASE STUDY #6: Headliners Music Hall The Afterglow
  • 57. #TheSoundboard CASE STUDY #6: Headliners Music Hall The Afterglow Challenge: Leverage Afterglow to gain insight on customers’ buying habits.
  • 58. #TheSoundboard CASE STUDY #6: Headliners Music Hall The Afterglow Solution:
  • 59. #TheSoundboard CASE STUDY #6: Headliners Music Hall The Afterglow - 22.1% open rate (14% industry avg) - 7.1% click rate (2% industry avg) - Tons of actionable feedback! Results: Takeaways: - Send surveys within 48-hours of your event - Consider issuing a Ticket Alert signup - Post fan photo galleries to social media
  • 60. #TheSoundboard Thank You!
  • 61. hello@rockhousepartners.com 631 2nd Avenue South Suite 2R Nashville, TN 37210 twitter.com/rhpartners