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Masterclass Ticketing 210203
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Masterclass Ticketing 210203 Presentation Transcript

  • 1. Co-operation is exciting and inevitable Presentation for Master class Ticketing Jaap Kooij Eugene Westerink Brussels, February 21st 2003 Kooij Consultancy & Project Management
  • 2. Content Co-operation models Market & Trends Our solution
  • 3. Marketplace realities… Industry Drivers
    • Increasing demand of promoters
    • Oversupply of venue capacity
    • Live-entertainment one option – among increasing choices- for paying customers in a small market
    • Powerful competitors
    Impact on Ticketing
    • Ticketing often perceived as ‘necessary and expensive evil’
    • Downward pressure on margins
    • ‘ Maintain’ access through every distribution channel
    • Market share often marginal or unprofitable
    Plan Ahead. It wasn’t raining when Noah built the ark
  • 4. These days, customers require multi channel access in customer contacts
    • Internet : Real-time bookings in ticketing system and information
    • Telephone : Exclusively for information, reservations and changes (+ referring to the Internet site)
    • E-mail : Reservations en questions (route description, date/time, location, changes, etc)
    • SMS : Confirming reservation with a code (last handling at the direct sales point) last minutes and extra information
    • Mail : Complaints, questions, reservations, route description, confirmation, etc
    • IVR : Questions, with a link to the Call Centre operator
    • Fulfilment and Payment are linked to each other via the database and no fulfilment without payment
    • Collecting / Direct debt/Credit card/Mobile : Via operator, web and kiosk
  • 5. Promoters are seeking increasing insurance that they will ‘sell-out’
    • They will by-pass venues in promotion or distribution to increase sales
      • Disregarding venues vintage customers
      • Ordering them to use distribution systems if necessary
    • In Holland the big promoters are selling through their own channels
      • Mojo sells mainly through their own channel, ‘Ticket Service Nederland’
      • Stage Holding through De Reserveerlijn
    • Also smaller promoters are seeking deals with specialized distributors for reasons of:
      • Added-value in co-promotion and (direct) marketing efforts to sell that last ticket
      • It’s where the customer shops, so it pays to have your merchandise on display there
      • Quality of reporting gives on-line real-time insight in actual sales (and earnings…)
  • 6. Individual venues are re-thinking the importance of their distribution and whether system or internet partners are enough…
    • None but a few venues can offer multi-channel customer contacts on their own; they need partnerships to really satisfy their customers
      • Currently mainly box-office sales and minimal telephone and mail reservations
      • Internet sales is hardly on-line real-time; if it is, it is delivered by distributors
      • No funds for adapting new technologies like kiosk, SMS, etceteras
    • Marketing data is often ‘limited’ to the scope of own customer-base; tapping into other data (f.i. on a regional level) can improve sales
      • Cross-over data is difficult or expensive to obtain (For instance Theatre-Theatre or Theatre-Museum)
      • How do you target customers for DM actions if you don’t know what they visited in the past
      • They are little help to a promoter in selling that last ticket…
  • 7. Our solution: Establishes a central Ticketing Platform on a regional or national level ‘ Ticketing Platform’ System & ICT Ticketing & Info Services ‘ Brand’ Internet Call Centre Kiosk Printed matter Marketing, Promotion and Sales Centrally organized System ICT infrastructure (network & HW) Maintenance & Support Standard reporting Centrally OR Individually organized Call Centre Services Fulfilment Services Support & Services Information Services Payment Services Additional Services Individually Organized (Direct) Marketing Website/Portal Sales (B2C/B2B/B2E) B2C B2B B2E
  • 8. Business Model 1: Information aggregation
    • Basic principle: Aggregates all information under one ‘Look and Feel’
    • Every participant delivers it’s individual ‘menu’
    • Every participant delivers it’s own services (the pizza)
    • Every participant has it’s own distribution system and channels
    • Platform organizes and coordinates the client contact to the Ticket portal only
  • 9. Business Model 2: White labelling
    • Basic principle: every content provider keeps his own ‘Look and Feel’, the platform is no consumer brand
    • Every participant manages his own information
    • Every participant uses the central (distribution) system and channels of the Platform
    • The platform executes the client contact as if it where the participant
    • Every participant has individual control over his tickets and on-line real-time management information
  • 10. Business Model 3: Integration
    • Basic principle: Aggregating all information under one ‘Look and Feel’
    • The Platform builds an independent brand
    • Every participant uses the central (distribution) system and channels of the Platform
    • The platform is responsible for customer contact under it’s own brand name
    • Every participant has control over it’s tickets and online real-time management information
  • 11. And remember The stone age did not end because of a shortage of stones Sheik Jamani Former Saudi minister of Oil
  • 12. More information…
    • Eugène Westerink:
      • T: 0297- 351 404
      • E: [email_address] nl
      • W: www.reserveerlijn.nl
    • Jaap Kooij
      • T: 06 – 51 522 588
      • E: [email_address]
      • W: www.kooij.org