Have I told you that I’m going to Sydney for the Ticketing Professionals Australia Conference on 14th and 15th November yet?
Of course, I have.
I’m bringing Simon Mabb, CEO of Booking Protect, with me.
I’m also looking at doing a special event in Melbourne on Monday or Tuesday, 18 or 19 November built around sports marketing, ticket sales, and revenue.
You want more information, email me firstname.lastname@example.org
But as I’ve been researching the Australian ticket market, I’ve begun to see some similar opportunities and challenges in markets around the world, so I wanted to highlight 10 of them quickly.
And, I will work on expanding on them in future posts:
1. Think packages:
Pretty much everywhere in the world, we can go with some sort of package. Maybe this package includes travel, accommodations, and some sort of featured benefit.
Most travel agents and hotels do this naturally.
Because it works.
The Washington Nationals just started promoting a first pitch package.
That’s a great start. Now what else can we do?
2. Add value at every step:
Sometimes we can forget that the sales cycle is a process and that as we are working people down the sales funnel, we need to add value to keep them moving towards a purchase.
How can you add value at each step?
There are tons of things but here are a few that may make sense that are used in other industries or with other entertainment acts:
- Free downloads
- Special access
- Members-only newsletter
I’m working on a project to do a full-day sales and marketing event in New York City in January 2020 with a couple of my friends and we have been talking a lot about bundling things together.
Why are bundles valuable?
They allow you to increase the perceived value of a package or an offer without cutting the price.
Here are some ideas if you are offering a ticket:
- Add a t-shirt
- Add a drink or food
- What about a cap?
- Activate your partners in a bundle
I love partnerships.
Because they give you and your partner a chance to work together to reach a bigger audience, make an impact, and do creative stuff while generating revenues for you.
You have to look for win-win deals though.
None of this win at all cost crap. That stuff doesn’t work too well.
5. Know your marketing window:
This needs a fully fleshed-out article, but the simple explanation for this is that in sports and entertainment you have certain windows around on-sale dates, schedules, pre-seasons, and such that are big windows for marketing pushes.
You want to have a fully thought through year-round marketing calendar that gives you these dates and puts in motion campaigns that build to these points.
6. Know your sales window:
Comparable to above, but if you listened to my podcast with Jacob Lausen, you’ll know that the sales window is specific too.
You need to recognize when and why people are buying and manage that process effectively.
Like the marketing window, this needs its own special post.
7. Be creative, think about the new:
Live in the new is sort of a motto around the offices of Dave.
We are always thinking about new ways to share ideas, add value, and create opportunities for you and me!
Another way of thinking about this that might be helpful to you is to ask yourself what sacred cows you have in your organization and whether or not they should be tested or killed off.
Or, you could just keep an idea folder full of new and crazy ideas for selling and marketing your tickets.
The reality here is that consumers are inundated with marketing and sales messages, so the same-old ideas aren’t likely to get traction…so we have to be creative.
8. Combine marketing and sales:
Ian Taylor reminded me that I’m too sales driven. I need to think marketing first.
I’ve got a better reply than I used to.
I don’t think sales first or marketing first. I think both at the same time.
Because I feel like you can build a brand and get people to buy at the same time.
One challenge many of us face is that marketing may not get the credit it deserves or the emphasis it needs. And, sales may never know how best to use marketing…vice versa.
We need to tear down the silos here a lot more.
9. Improve the experience:
This does a few things.
It gives your guests a sense of excitement when they come.
Think the idea that Jesse Cole talks about with the Savannah Bananas of putting on a “show” at each game.
Also, when you offer a great experience you can create word of mouth that helps boost your marketing.
10. Focus your marketing efforts:
I think we try to think about marketing too often in terms of words that are meaningless like reach, buzz, engagement, and so on.
Let’s focus on ROI now!
You can do that by taking time to focus on the specific audiences, sectors, or personas so that you can control a market, a message, and hope to penetrate a market that is inundated with messages and asks for attention.
I’m going to work on fleshing these ideas out more in a future series of posts.
What say you?
Will we see you in Sydney or Melbourne? Let me know. Email me email@example.com and I have a special treat for you if you’ve purchased your TPCAU tickets!