Masterclass Ticketing 210203


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Masterclass Ticketing 210203

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