Maureen Andersen, AudienceView Ticketing. Zach Duket, University of Minnesota. Bruce Montgomery, The Denver Center for the Performing Arts

Transcription

1 Maureen Andersen, AudienceView Ticketing Zach Duket, University of Minnesota Bruce Montgomery, The Denver Center for the Performing Arts Scott Kane, Shorenstein Hays Nederlander Theatres

2 THE GOLDEN TICKET Z A C H D U K E T A S S I S T A N T D I R E C T O R O F S A L E S & S E R V I C E U N I V E R S I T Y O F M I N N E S O T A

3 The Golden Tickets: The Basics Black Friday (2012) Fun and unique holiday gift 1 tickets to all home Big Ten games as long as team keeps winning $75 per pass 81 passes sold Exposure/creativity outweighed revenue

4 The Golden Ticket: How it Worked How it Worked Customers received a creative, unique pass with all games pre-loaded Team keeps winning, pass stays active If they attend a loss, pass de-activated Chance to re-activate pass 71 of 81 customers re-activated

5 The Golden Ticket: Success Story Not huge $, but good exposure/creativity Fan vs. Michigan State story (1 st game) Phoenix Coyotes GOALden Ticket/other projects

6 The Golden Ticket: Media Coverage Local Media Andy Katz (ESPN) Darren Rovell (ESPN) I love how this also appeals to the gambler in us all. We're gambling by going to each game we go to. It also makes me cheer harder if it's close at the end. I'm not only cheering for the team, I'm cheering for myself. The ticketing world, for the most part, is pretty dull. It's nice to see AudienceView and the Gophers energizing this space.

7 Bruce Montgomery, DCPA Director of IT 7

8 THEM & US 8

9 OUR APPROACH(ES). 9

10 DEMOGRAPHICS Income Age Age of children Marital Status Everything rolls up to a Household ID 10

11 DEMOGRAPHICS (CONT.) Experian Mosaic Psychographic information Changes how we message to our patrons Better list purchase 11

12 OUR PATRONS LOOK LIKE 12

13 13

14 WHAT DOES IT MEAN? Saturday Night Alive Sent 148,365 17,545 Unsubscribed Open rate 23.7% 32.3% Click-through.2% 1.5% No Spray & Pray Presence of Children (Jackie & Me) Standard rate Test Sent 285 Open rate 26.5% 42.2% Click-through 2% 3.2% 14

15 THE BANE OF OUR EXISTENCE 15

16 STRANDED SEAT ANALYSIS 1) Determine patrons on either side of stranded seat 2) Send personalized to patrons Bring a Friend Special Deal 16

17 TEST RESULTS 50% conversion rate to sale $14,865 in sales before stopping the test Will use process for analyzing open seats next to subscribers Seeing theatre is always better with a friend 17

18 RECOMMENDATIONS Buy data NOW! Look at ways you can creatively use the data you currently have Change your messaging based on demographics 18

19 Scott Kane CMO SHN Scott 19

20 THE 64 BIT QUESTION 20

21 . Our strategy focuses on BIG DATA and an IMMERSIVE EXPERIENCE, enabling our DIGITAL efforts to become CUSTOMER FOCUSED, combining the complexities of SOCIAL MEDIA ENGAGEMENT and VIRAL marketing to create a SYNERGISTIC TWO- WAY CONVERSATION resulting in above average CLICKABILITY and strong ROI. Marketers everywhere 21

22 BUTTS IN SEATS 22

23 WHAT RHYMES WITH INTIX? The Blurred Line between marketing and ticketing. 23

24 . 24

25 PEOPLE, WHO NEED PEOPLE People who buy our tickets. People we desperately want to buy our tickets. 25

26 Leverage live Be mobile Be social Tell your story and control it Strangers-friends customers-sales people 26

27 GOIN MOBILE 55% of population has smart phone Half of U.S population uses smartphones while watching TV everyday First screen experience Source: emarketer/2013/google 27

28 CONSUMPTION SUMPTION, WHAT S YOUR FUNCTION? TV: 38% 4% Online: 20% 6% Mobile: 20% 6% Radio: 12% 2% Print 4% 2% Emarketer 2013/google 28

29 ... 29

30 THE TRUTH 30% access shnsf.com via mobile 60% read SHN s on mobile phone 65% use theatre 7,500 SHN app downloads 30

31 AND NOTHING BUT SHN Visitors 60% Desktop 30% Mobile 10% Tablet Transactions 90% 3% 7% 31

32 HEY,U UP? WANNA C A SHOW? 32

33 SEARCH IT S GOOD TO BE THE CONVERSION KING $150,000 spent $2.2M revenue $1.00 Cost per click 33

34 CONVERSION KING, TOO Don t ignore Mobile friendly $200K-$1M Sales 34

35 OWN YOUR STORY Create Own Amplify 35

36 . 36

37 . 3 million impressions 4,000 clicks $60,000 in direct sales $947 spent 37

38 THE HILLS ARE A LIVE 38

39 .. 39

40 THE TONY FOR MOST OBVIOUS PARTNERSHIP 40

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46 TEACH ME HOW TO DOOGIE 46

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48 WE RE SO VAIN 4 million media impressions 1,000 new twitter followers 500 new FB followers 1100 Likes, 700+ retweets. 48

49 HUMBLE BRAG 1,500 new memberships $750,000 in revenue 10% from Social media 49

50 Questions?