TransMend secondary ticket market analysis

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Secondary ticket market analysis for sporting events and concerts.

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TransMend secondary ticket market analysis

  1. 1. © 2008 TransMend I2, Inc. All Rights Reserved.TransMend I2Internet Intelligence (I2) Applications
  2. 2. © 2008 TransMend I2, Inc. All Rights Reserved.Today’s Agenda• Quick TransMend Overview• The Secondary Market Impact• Ticket Goals and Challenges• TransView Solution• Maximizing Ticket Revenue• Next Steps
  3. 3. © 2008 TransMend I2, Inc. All Rights Reserved.3TransMend TransView: Retail Overview• Provides customers actionable internetintelligence in:― Secondary Online Markets― Competitive Intelligence― Reseller Compliance― Counterfeit and Fraud Prevention• In use by:― Retail companies― Sports teams and leagues― Entertainment venues• Application in used by top brands:― Atlanta Spirit (NBA Hawks and NHLThrashers)― Houston Rockets and Toyota Center― Minnesota Wild/Entertainment― Derby County― Research for GAP, Madison SquareGarden, NFL, etc.― SanDisk― Chico’s
  4. 4. © 2008 TransMend I2, Inc. All Rights Reserved.The Problem: Lost Ticket RevenueBCS National Championship Bowl GamePrimary Ticket Market– Avg ticket price: $212– Volume: 72,968 (not suites)– Revenue: $13.3M (not suites)$13M$13.3MPrimaryTicketMarketRevenue$13.3MPrimaryRevenueTicket VolumePrimary: 72,968Secondary: 7,778$24MSecondaryTicketMarketRevenueSecondary Online Ticket Market– Volume: 11% of total tickets– Avg ticket price: $3100– Total Online Revenue: $24M
  5. 5. © 2008 TransMend I2, Inc. All Rights Reserved.Check In: Ticket Goals and Challenges• Organization Changes? What will effect ticket revenuefor ‘08-’09?• Primary Ticket Market Goals?• Secondary Ticket Market Impact and Insight?• Secondary Market Channel Strategy? Partners?• Metro Competition for Ticket Dollars?• Marketing and Sales Planning?• Event Staffing?
  6. 6. © 2008 TransMend I2, Inc. All Rights Reserved.Leveraging the Data: New Ticketing Strategies– Ticket Staging:• Staging ticket releases• Ticket holding for prime seats– Market Pricing: Pricing face value to better reflect demand– Dynamic Pricing: Variable pricing for during the season,advanced purchases, etc.– Direct to Consumer: Help tickets searchers find best prices,drive them to select partners, and promote suite use.– Secondary Market Partnerships: Choosing a select number ofpartners in the ticket “value chain”.– Secondary as Primary: Using secondary market as primarymarket– Channel Management: right channel for maximum revenue.5
  7. 7. © 2008 TransMend I2, Inc. All Rights Reserved.Intelligence You Need to Maximize Ticket RevenueCode B Face Value$200Ave Sales Price $300Total Tickets Sold1000Code C Face Value$90Ave Sales Price $175Total Tickets Sold600Code D Face Value$150Ave Sales Price $280Total Tickets Sold2400Code E Face Value$75Ave Sales Price $100Total Tickets Sold900Code A Face Value$200Ave Sales Price $400Total Tickets Sold900Code J Face Value$140Ave Sales Price $200Total Tickets Sold5000Code I Face Value$100Ave Sales Price $180Total Tickets Sold1600Code G Face Value$60Ave Sales Price $90Total Tickets Sold1200Code F Face Value$80Ave Sales Price $120Total Tickets Sold1500Code H Face Value$95Ave Sales Price $165Total Tickets Sold4000
  8. 8. © 2008 TransMend I2, Inc. All Rights Reserved.Intelligence You Need to Maximize Ticket Revenue
  9. 9. © 2008 TransMend I2, Inc. All Rights Reserved.Intelligence You Need to Maximize Ticket Revenue
  10. 10. © 2008 TransMend I2, Inc. All Rights Reserved.Intelligence You Need to Maximize Ticket Revenue
  11. 11. © 2008 TransMend I2, Inc. All Rights Reserved.Turning Unstructured Internet Datainto Actionable IntelligenceTransView:Compiles all secondary ticket listings on all sites intocomprehensive viewStructures Unstructured DataExtracts only relevant listingsLeverages patent pending algorithms to resolve multiplelistings and determine ticket salesCross-site comparisonsIndentifies input errorsFilters data into listings, packages, parking, etc.Customized RulesData becomes even more reliable combinedwith arena mapping, primary ticket data,partner ticket site data.
  12. 12. © 2008 TransMend I2, Inc. All Rights Reserved.12TransView Capabilities• Monitors any or all secondary ticket sites in real time• Allows users to incorporate business rules that can do thefollowing:o Alert when volumes reach a pre-determined amount.o Particular sections of tickets go on saleo Pre-determined sales prices limits are met• Provides a comprehensive, continual and historic view of ticketsales, volumes and prices• Generates customized reports• Provides communication capabilities within or outside theorganization• Provide final sales price for auctioned tickets

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