Ticket Marketplace
Blueprint Program
Business Challenge
Introducing new technology and new product offerings to your patrons
presents a unique type of challenge. Venues are faced with creating
awareness, educating patrons how to use the new technology and eventually
achieving wide-spread adoption.
Several universities are rolling out a new technology this fall,
Ticket Marketplace, to enable their best fans to sell unused premium
seats that would otherwise go unused. By allowing fans to sell unused
tickets through Ticket Marketplace, venues retain season ticket
holders, reduce no-shows, capture incremental revenues and gather
data on future premium tickets buyers.
With these goals in mind, universities implementing Ticket Marketplace
for football 2005 were tasked with a successful product rollout
plan.
Solution
To assist a successful launch of Ticket Marketplace, Paciolan is
working with a pilot group of three universities to create a customized
E-Commerce Blueprint program. The universities participating in
this pilot program include Fresno State University, Texas Tech University
and the U.S. Naval Academy. The goal of the program is to create
a customized launch plan tailored to the unique needs of each university
to drive success.
Keys to Success
- Create awareness and articulate the value proposition to season
ticket holders.
- Ensure that season ticket holders are comfortable with the process
of selling tickets online.
- Build demand (buyers) for the marketplace to sell posted tickets.
Highlights of the E-Commerce Blueprint Program
By working with each participating university and mapping efforts
to their current marketing program, a tailored launch and game-by-game
strategy was created. Clients within the ticketing and marketing
departments have teamed up with Paciolan to bring the E-Commerce
Blueprint Program to fruition.
Highlights leveraged across each participating school include:
Launch Tactics
- Press release
- Media relations
- Tagging current advertising
- Letter to season ticket holders
- Newsletter
- Splash page/web advertising
- Search engine marketing
- Blog strategy
Game-by-Game Tactics
- Buy side emails
- Sell side emails
- Video board
- In-game announcements
- Hand outs/seat backs
Benefits of the Ticket Marketplace Blueprint Program
Increase season ticket holder retention
Ticket Marketplace provides powerful features to valued
season ticket holders that may increase renewal rates in the following
season. Additionally, this value added feature can be used as a
sell-in tool for prospective season ticket holders by enabling them
to recoup their costs if they cannot attend a game.
Drive Incremental Revenue
- Increase per cap revenues through parking, concession and merchandise
sales.
- In some states, drive sales above face value in an auction style
bid.
- Potentially increase revenues by implementing membership programs.
Expand Email Database
By enabling new buyers to purchase season tickets, you increase
your fan database and create prospects to up-sell packages including
season tickets.
Increase Awareness Within the Development Office
By enabling season ticket holders to realize donation credit, schools
are in a position to drive athletics-based donations.
Tracking Results
Results of the program will be captured and distilled into a Blueprint
Document for general consumption. Paciolan will distribute the Blueprint
document and results of the program to all clients interested in
implementing Ticket Marketplace in the future.
Paciolan extends our most sincere thanks to Texas Tech, Fresno
State and Navy for participating in this pilot program.
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