As technology influences the buying habits of future audiences, effective pricing for different patrons becomes critical for supporting existing patrons and growing your patron base. How can you cater to all audiences? How do you offer pricing that increases your revenue while still building your audience? Topics we discussed were: - Segmenting and pricing to different audiences - Tips on making it easier for patrons to subscribe to your season - Simplifying the purchasing process for patrons - Growing your revenue through effective pricing

1. #PricetoGrow
Webinar:
Pricing for Today’s
Audience

2. #PricetoGrow
@Vendini
Join the Conversation:
Facebook.com/vendini.inc
LinkedIn.com/company/vendini.inc
For more info:
www.vendini.com
(800) 901-7173

3. Keith Goldberg
Vice President of Marketing
Presenter
Jesse Schmohl
Product Manager
Co-Presenter
#PricetoPromote
#PricetoGrow
Meet the Presenters

4. Agenda
1. Background
2. Ticketing Today
3. Technology’s Influence On Buying Decisions
4. How to Simplify the Purchase for Your Patron
5. Segmenting Your Patrons
6. Pricing for Each Patron
#PricetoGrow

5. Ticketing over the years
#PricetoGrow

6. ANCIENT ROME:
Their need? Getting Patrons through the doors of the coliseum.
Their Solution? Tessera coins to help distribute Patrons through different entrances.
#PricetoGrow

7. ELIZABETHEN THEATRE:
Their concern? Fitting Patrons in the theatre.
Their Solution? First-come, first-serve Basis.
#PricetoGrow

8. #PricetoGrow
MID-1900’s:
Needs? Gather ticketing requests, accommodating patron needs, & winning over patrons.
The Solution? Mail-in Subscriptions, Seat Ownership, & Static Box Office Staff.

9. TICKETING TODAY
#PricetoGrow

10. We had to wait for seat
info and hold inventory
until we received a
response.
#PricetoGrow

11. Now we have faster
communication and
still relying on older
methods.
#PricetoGrow

12. The Risks of Classic Subscription Models
Missing out on the advancements of technology.
#PricetoGrow
Alienating younger patron groups we want to target.

13. Today’s Patron
......
......
......
......
#PricetoGrow

14. Simplicity is key.
#PricetoGrow

15. #PricetoGrow

16. Now that it’s simple, who is it simple for?
#PricetoGrow

17. 1 Seat 2 Shows
at half price
2 Shows
every week
4 Shows
for the season
3 Seats
for the season
How do you tell what kind of subscriber a patron is?
#PricetoGrow

18. So let’s think. What kinds of advocates are sitting in your seats?
#PricetoGrow

19. Let’s break down your audience.
#PricetoGrow

20. Advocates
What’s most important:
« Special Recognition
« Personal Engagement
« Full Support
Purchases:
« Venue’s Website
« Memberships
« Subscriptions
« VIP Packages
#PricetoGrow

21. Advocates
Strategy:
« Move Almost-Advocates to True Advocates
« Highlight benefits and ease of signing up
« Offer personal recognition with your
Memberships.
How to Simplify for this Patron:
« Know how they want to be reached out to.
« Special Sections.
« Segment your patron database with returning
patrons.
#PricetoGrow

22. The Bargain Hunters
What’s most important:
« Discounted tickets
« Flexibility
Purchases:
« Couponing
« Goldstar
« Groupon
« TKTS
« Discount Tickets
#PricetoGrow

23. The Bargain Hunters
Strategy:
« Take it slow with these patrons. Slowly
introduce them to benefits of being an
advocate.
« Control your pricing. Make sure to fluctuate
your prices according to your inventory.
« Make your own Goldstar channel.
How to Simplify for this Patron:
« Rush tickets
« ½ price
« Segment & sell to them
#PricetoGrow

24. Last-Minute Buyers
What’s most important:
« Searching on the go
« Flexibility
« One-click
Purchases:
« SEO/SEM
« Venue’s Mobile Website
« 36% of online ticket sales are made from
smartphones
« 44% of marketing emails are opened on
smart phones
#PricetoGrow

25. Last-Minute Buyers
Strategy:
« Get on their radar, don’t miss the
opportunity!
« Show your performance’s value up front
« Show ticket purchase’s flexibility
How to Simplify for this Patron:
« Mobile optimized site
« Get on Social Media
« SEO optimized
#PricetoGrow

26. Students
What’s most important:
« Entertainment
« Last minute purchases
« Discounts
Purchases:
« Stub hub
« Groupon
« Facebook Ticket Apps
(last-minute half price tickets)
« Website via Social Media Posts
« Consumers are 71% more likely to
make a purchase based on social
media referrals
#PricetoGrow

27. Students
Strategy:
« Create a life-time advocate
« Get on social media
« Get on mobile. How is your
website looking?
« Make sure to offer a clear student
discount rate.
How to Simplify for this Patron:
« Facebook Ticket Sales App
« Ensure your website is mobile
friendly
#PricetoGrow

28. Young Families
What is important for them?
« Investing in their community
« Flexibility
« Adult socialization
Purchases:
« Venue’s Website
« Packages
#PricetoGrow

29. Young Families
Strategy:
« Offer flexibility
« Exchanges
« Flex Passes
« Show your performance as an
opportunity for a night out
« Friend-to-Friend ticketing
#PricetoGrow

30. ADVOCATES
YOUNG FAMILIES
LAST MINUTE BUYERS
BARGAIN HUNTERS & STUDENTS
#PricetoGrow

31. Ways to Target Different Patrons
ü Landing Pages
ü Email Marketing
ü QR Codes on Ads
ü SEM
ü Analytics to find the right design
ü Short URL’s for social media
#PricetoGrow

32. Take Control of Your Ticketing.
Operate your business in the way that will make you most successful.
Keep it simple.
Use technology to help you discover ticketing trends and buying behaviors.
Maintain Tracking.
Don’t guess who your patrons are. Know it. Use technology to help you
discover who your advocates are and where they are coming from.
Segmenting Patron Database.
Discover what type of buyer your audience is and work towards making them
an advocate.
What do you need to do next?
#PricetoGrow

33. Keep the Conversation
Going:
Keith Goldberg
Vice President of Marketing
kgoldberg@vendini.com
Jesse Schmohl
Product Manager
jschmohl@vendini.com
#PricetoGrow
@Vendini
Facebook.com/vendini.inc
LinkedIn.com/company/vendini.inc
For more info:
www.vendini.com
(800) 901-7173