This document provides case studies and strategies for increasing ticket sales and engagement. It discusses optimizing websites for sales, growing email databases, generating social media awareness, managing customer reputation, and leveraging post-event surveys. Specific case studies outline how companies increased ticket sales by updating their websites, running email contests, personalizing outreach to top fans, sharing behind-the-scenes content, and quickly addressing customer complaints. The goal is to help entertainment properties activate fans and sell more tickets through data-driven marketing tactics.

1. CREATE. MANAGE. MEASURE.
ACTIVATE
4.1.14 | The Soundboard
Selling More Tickets: Case Studies

2. Who is this guy?
Brian Bauer
Director of Sales & Marketing
Rockhouse Partners
#TheSoundboard

3. Who is this guy?
Moved to Nashville in 2012
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4. Who is this guy?
Third-generation drummer
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5. Who is this guy?
I love my dog.
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6. Who is this guy?
I hate coffee.
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7. Who is this guy?
I met this guy once.
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8. What would you say you do here?
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9. We’re a technology-based entertainment
agency fundamentally changing the way
entertainment properties engage and activate
fans.
Music. Sports. Live events.
Data focused, dollar driven. Period.
#TheSoundboard
Rockhouse Partners

10. #TheSoundboard
Some of the 100+ entertainment brands we call
friends
Rockhouse Partners

11. What would you say you do here?
#TheSoundboard
1. Help entertainment properties sell more
tickets.

12. What would you say you do here?
#TheSoundboard
1. Help entertainment properties sell more
tickets.
2. Capture data on prospective ticket buyers.

13. What would you say you do here?
#TheSoundboard
1. Help entertainment properties sell more
tickets.
2. Capture data on prospective ticket buyers.
3. Generate buzz & awareness about events.

14. What would you say you do here?
#TheSoundboard
1. Help entertainment properties sell more
tickets.
2. Capture data on prospective ticket buyers.
3. Generate buzz & awareness about events.
4. Increase the value of sponsorships.

15. What’s in this for YOU?!
#TheSoundboard
6 Cases of Strategies & Tactics
You Can Use For Your Own Events

16. Optimize Website for Sales
#TheSoundboard
Your website is your storefront.

17. Optimize Website for Sales
#TheSoundboard
Your website is your storefront.

18. Optimize Website for Sales
#TheSoundboard
HOMEPAGE
100% of Audience With Intent to
Purchase
0% of Audience Lost

19. #TheSoundboard
HOMEPAGE
100% of Audience With Intent to
Purchase
34% of Audience Lost CLICK 2
66% of Audience with
Intent to Purchase
0% of Audience Lost
Optimize Website for Sales

20. #TheSoundboard
HOMEPAGE
100% of Audience With Intent to
Purchase
34% of Audience Lost
56% of Audience Lost
CLICK 2
66% of Audience with
Intent to Purchase
CLICK 3
44% of Audience with
Intent to Purchase
0% of Audience Lost
Optimize Website for Sales

21. #TheSoundboard
HOMEPAGE
100% of Audience With Intent to
Purchase
34% of Audience Lost
56% of Audience Lost
71% of Audience Lost
CLICK 2
66% of Audience with
Intent to Purchase
BUY TIX
CLICK 3
44% of Audience with
Intent to Purchase
CLICK 4
29% of Audience
0% of Audience Lost
Optimize Website for Sales

22. #TheSoundboard
CASE STUDY #1: Jam Productions
Optimize Website for Sales

23. #TheSoundboard
CASE STUDY #1: Jam Productions
Challenge:
Display a ton of shows
from many different
venues.
Optimize Website for Sales

24. #TheSoundboard
CASE STUDY #1: Jam Productions
Solutions:
Strong Calls-to-Action
- Visually striking and consistent CTAs
- No more than two clicks away from buying a ticket
Optimize Website for Sales

25. #TheSoundboard
CASE STUDY #1: Jam Productions
Email Collection on Every Page
- One field entry process quickly captures subscribers
Solutions:
Optimize Website for Sales

26. #TheSoundboard
CASE STUDY #1: Jam Productions
Socially Connected
- Social profile links are at the top of every page
- Fans can share or RSVP to specific shows through
virtually any
social media platform.
Solutions:
Optimize Website for Sales

27. #TheSoundboard
CASE STUDY #1: Jam Productions
Mobile Friendly
Over 20% of traffic to
JamUSA.com is from a mobile
device and growing!
Optimize Website for Sales
Solutions:

28. #TheSoundboard
CASE STUDY #1: Jam Productions
4 Sites In 1
- Each venue lives as interior pages within JamUSA.com
Optimize Website for Sales
Solutions:

29. Optimize Website for Sales
#TheSoundboard
CASE STUDY #1: Jam Productions
Results:
1. Visits increased by over 264%
2. Google Traffic increased by 961%
3. Traffic to ticket purchase pages increased by 15%

30. Optimize Website for Sales
#TheSoundboard
CASE STUDY #1: Jam Productions
Takeaways:
1. Clear and easy calls-to-action. Reduce clicks required
to buy!
2. One field email entry form.
3. Make your site content socially shareable.
4. Take note of growing mobile site use.
5. Create a seamless user experience between event

31. Grow Quality Email Database
#TheSoundboard
Email has a higher ROI
than all other forms of push marketing.

32. #TheSoundboard
Average order is 2.7 tickets.
“The Unknown Ticket Buyer”
Grow Quality Email Database

33. #TheSoundboard
CASE STUDY #2: X Games Austin
Grow Quality Email Database

34. #TheSoundboard
Challenge:
Quickly grow an
email database of
qualified prospects.
CASE STUDY #2: X Games Austin
Grow Quality Email Database

35. #TheSoundboard
CASE STUDY #2: X Games Austin
Solution: Simple-to-enter form with social
sharing functionality.
Grow Quality Email Database

36. #TheSoundboard
CASE STUDY #2: X Games Austin
Solution: Pull emails off of social. Stop
renting fans!
Grow Quality Email Database

37. #TheSoundboard
CASE STUDY #2: X Games Austin
Results:
1. 5,400 entries in the first 24 hours
2. 9,266 total contest entries
3. Sold out of upgrade ticket product within 48-hours
of onsale
Grow Quality Email Database

38. #TheSoundboard
CASE STUDY #2: X Games Austin
1. Use contesting platforms like Wufoo that integrate well
with social
2. Don’t require too many fields for entrants to fill out
3. Offer compelling and unique prizes
4. Consider messaging contest losers with a consolation
prize
Takeaways:
Grow Quality Email Database

39. #TheSoundboard
CASE STUDY #3: Music City Bowl
Monetize Email Database

40. #TheSoundboard
Challenge:
Sell expensive VIP
packages.
CASE STUDY #3: Music City Bowl
Monetize Email Database

41. #TheSoundboard
CASE STUDY #3: Music City Bowl
Solution:
Segmented email
database to identify
superfans. Followed up
with personalized
messaging.
Monetize Email Database

42. #TheSoundboard
Results:
1. 169% more clicks to buy tickets than in 2012
2. Sold out of VIP packages
CASE STUDY #3: Music City Bowl
Takeaways:
1. Offer prior buyers an exclusive opportunity to
purchase early
2. Identify and tag email list members for future
Monetize Email Database

43. Generate Awareness on Social
#TheSoundboard
Build buzz with compelling content!

44. Generate Awareness on Social
#TheSoundboard
CASE STUDY #4: Wisconsin Beer Lover’s Festival

45. Generate Awareness on Social
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CASE STUDY #4: Wisconsin Beer Lover’s Festival
Challenge: Creatively
engage with fans
before, during, and
after the event.

46. Generate Awareness on Social
#TheSoundboard
CASE STUDY #4: Wisconsin Beer Lover’s Festival
Solution:
Memes and Fill-
in-the-Blanks

47. Generate Awareness on Social
#TheSoundboard
CASE STUDY #4: Wisconsin Beer Lover’s Festival
Solution:
Like vs. Share
and
RT vs. Favorite

48. Generate Awareness on Social
#TheSoundboard
CASE STUDY #4: Wisconsin Beer Lover’s Festival
Solution: Behind-the-Scenes Photos

49. #TheSoundboard
Results:
1. 8,000+ unique visitors to the website
2. 67% increase in online ticket sales compared to 2012
Takeaways:
1. Ask yourself before posting, “Is this shareable content?”
2. Photos are the most shared content on social media
3. Don’t be afraid to include “Buy Tickets” links to help make
social sell
CASE STUDY #4: Wisconsin Beer Lover’s Festival
Generate Awareness on Social

50. #TheSoundboard
CASE STUDY #5: Circuit of The Americas
Manage Reputation & Customers

51. #TheSoundboard
CASE STUDY #5: Circuit of The Americas
Manage Reputation & Customers
Challenge: Manage COTA’s
reputation and communicate with
unhappy fans.

52. #TheSoundboard
CASE STUDY #5: Circuit of The Americas
Manage Reputation & Customers
 120,000x

53. #TheSoundboard
CASE STUDY #5: Circuit of The Americas
Manage Reputation & Customers
Solution:
Act quickly and
proactively!

54. #TheSoundboard
CASE STUDY #5: Circuit of The Americas
Manage Reputation & Customers
Results:

55. #TheSoundboard
CASE STUDY #5: Circuit of The Americas
Manage Reputation & Customers
Takeaways:
1. Listen and acknowledge
2. Move the conversation to a one-on-one
3. Be human
4. Fix the problem
5. Know when to move on

56. #TheSoundboard
CASE STUDY #6: Headliners Music Hall
The Afterglow

57. #TheSoundboard
CASE STUDY #6: Headliners Music Hall
The Afterglow
Challenge:
Leverage
Afterglow to gain
insight on
customers’ buying
habits.

58. #TheSoundboard
CASE STUDY #6: Headliners Music Hall
The Afterglow
Solution:

59. #TheSoundboard
CASE STUDY #6: Headliners Music Hall
The Afterglow
- 22.1% open rate (14% industry avg)
- 7.1% click rate (2% industry avg)
- Tons of actionable feedback!
Results:
Takeaways:
- Send surveys within 48-hours of your event
- Consider issuing a Ticket Alert signup
- Post fan photo galleries to social media

60. #TheSoundboard
Thank You!

61. hello@rockhousepartners.com
631 2nd Avenue South
Suite 2R
Nashville, TN 37210
twitter.com/rhpartners