2. VP wants to be the best selling platform for live
experiences in Scandinavia
VENUEPOINT VISION
We create the best terms for buying and selling
live experiences through development and
maintenance of systems, marketplaces and
services.
VENUEPOINT MISSION
3. The best marketplace sells more for less and
provides:
• Knowledge about where, who and how many potential
ticket buyers there are to a given event
• Access to these buyers for ticket sellers
Strategy for the marketplace
4. The Event Customer Life Cycle
Awareness Interest Purchase Evaluation
♫
B
Event
A
Event
Consumption
C
Event
B
AwarenessEvaluation
“On average 30% would
have bought tickets if they
knew the show was on”
“A majority uses 2
weeks to decide
before they purchase
event tickets”
Video has the biggest
influence in buy decision,
be sure to use it
Strongest moment of
purchase intent is
shortly after the
event is consumed
Recommendations from
family and friends is by far
the strongest influential
source and doubles runners
up – reviews. Your audience
is your best salespeople
1 out of 3
who want to go out,
don´t know what to see
64% prefers to search for
live entertainment online
Source:
5. Relevance – right message to rightaudience
Awareness Interest Purchase Evaluation
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Affinity model
Communication/marketing channels
Event
Consumption
1
4
2
3
Affinity
Retrieve data from touch points
6. Report and analytical tools
Awareness Interest Purchase Evaluation
♫
Event
Consumption
Retrieve data from touch pointsAnalytics
– tools and reports
Event report is one pager reporting tool with the
most important data.
Google Analytics is great to measurer to analyze
where the conversions ticket sales come from. Via
Google Tag Manager , it is also possible to analyze
individual campaigns, events or organizers.
7. Reporting and analytical tools – Consumer Insight
Awareness Interest Purchase Evaluation
♫
Event Consumption
Analytics and deep
dive:
- Demographics
- Focus on genres
- Segment size
- Attitudes
- Behavior
- Interests
- Buying
preferences
- Media usage
- Trends/tendencies
- Traffic sources
- Pricing
8. Right tool and message for right purpose
Awareness Interest Purchase Evaluation
♫
Event
Consumption
Awareness media
• Above The Line, TV, print etc.
• Easy to identify message for target group, focus on awareness
• Call-to-action should activate audience, not necessarily prompt a
buy.
• Competition, sign-up activities etc
• Segmented Marketing Automation
• Same message, but different tone-of-voice
• Same call-to-action, focus on activate with possibility to buy
• Re-Targeting
• Focus on communication rather than sell “lead “nudging”
• Call to action, focus on activation of audience
• Social Media
• Lead nudging
• Call to action => engage audience, share prompting
9. Right tool and message for right purpose
Awareness Interest Purchase Evaluation
♫
Interest and purchase
Event
Consumption
• Marketing Automation.
• Mailflows creating interest through interaction, let audience
“taste” the experience through usage of multimedia
• Creation of FOMO and SoU in audience
• Call-to-action should push towards a buy
• Competition, share activities etc
• Re-Targeting
• Push people to get more of the event on your site or the ticketing
site through engaging content
• Possibility of creating FOMO and SoU, “eary bird”, “few tickets” if
the message is perceived strong
• Social Media
• Create FOMO and SoU
• Push toward buy
• Call-to-action => share
10. Right tool and message for right purpose
Awareness Interest Purchase Evaluation
♫
Excitement and Evaluation
Event Consumption
• Marketing Automation.
• Start the event now and let it last thru video and sound
• Make it easy and important to share, competition with ALL goers,
not only tic purchaser
• Survey
• Upsell opportunities
• More tics to same event
• Complementary products
• More tics to next events
• Social Media
• Dialogue, viral, share
• Share and win
• JibJab´s, customize and invite to participate
11. Peer-to-Peer phase
Awareness Interest Purchase Evaluation
♫
Peer-to-Peer
Event
Consumption
Your audience is your strongest sale channel
• Recipients are faithful to the messenger – social ties
• Communicators will mission their message – culture spending is identity building
• Give your audience the stories you want them to tell
• Less monologue, more dialogue
• Engage your audience in all possible touchpoint
Old news but strong in culture,
Herbalife, Tupperware, Pyramide biz
Give people stories to tell about you
12. Too many choices
“On average we see 3550
marketing impressions a day,
but only pay attention to 1%
of them”
13. Price as a demand driver?
Awareness Interest Purchase Evaluation
♫
Event
Consumption
• Quick sell – good for liquidity
• Maximum revenue, bigger risk
• Full house – good for marketing and sponsors
• Loyalty creator – reward good clients
• Revenue management
• Several price tiers and monitoring floating price zones
according to demand maximizes revenue
• Orange and Gold tickets
• Discounts as driver, “early bird” “late sale”etc
• Discounts should always be limited in target, time and
extension => perception “a good deal” requires exclusivity
Strategy –Choose one
Tactics
14. “Intensity and emotions
needed in ticketing sites –
bring the vibe from live
acts into ticketing sites”
Jacques Kuif, Commercial Director
Stage Entertainment
New Billettportalen.no website
Awareness Interest Purchase Evaluation
♫
• 75% know what event to look for
• 25% are looking for inspiration
• New website offers engaging opportunities, video,
pictures and sound and hosts specialized
recommender
Event
Consumption
Engage and inspire
15. “The experience is more
than the ticket and your
audience hasn´t bought
their last ticket – meet the
demand for more”
Upsale opportunities
Awareness Interest Purchase Evaluation
♫
Event
Consumption
Use all your touch points to maximize revenue
• Complementary products
• Food & Beverage
• Merchandise
• Accommodation
• Transport & parking
• Tickets to family & friends
• Tickets to other shows
Maximise revenue
