Marketing / 02.26.18
March Marketing Maneuvers: Fan Experiences, Live Video and ‘Hamilton’ Scams
Emma Frey
What innovative marketing efforts are happening in the entertainment ticketing sphere? Fan experience, live video, data measurement and “Hamilton” scams. Get inspired by these creative, forward-thinking initiatives.
Utes Focus on Fan Experience for Women’s Sports
The University of Utah women’s gymnastics shows are known for their high energy and high attendance. Utah’s average attendance topped 15,000 last season, and the school attributes its success to a consistent focus on positive fan experience. The Utes’ current goal is to up sales for women’s teams, like basketball.
Utah’s “40-year Greg Marsden” marketing plan includes tactics like free attendance for fans wearing specific colors, giveaways and signs pushing fans to sit in row 15 or lower. All of these efforts are designed to cultivate a positive fan experience and Utes loyalty. The school’s hope is that fans will start to enjoy the women’s basketball stadium experience as much as they do the women’s gymnastics.
Live Video Drives Live Event Attendance
Facebook Live and other live streaming services work to drive higher live event attendance. B. Alan Bourgeois, founder and producer of seven book festivals around Texas, uses Facebook Live to show prospective attendees what they’re missing; this increases festival attendance in the following years. After fans see the videos live, the videos are then posted to the website and promoted by event host and vendors alike. It’s the gift that keeps on giving.
Live video broadens reach and communicates a live event’s value. As mdg President Kimberly Hardcastle-Geddes says, “Video allows us to better engage the senses of our prospects and share stories that will entertain, educate, nurture and ultimately drive attendance.”
GES Measurement & Insights Analyzes Event Data to Enhance Performance
GES, a global full-service provider for live events, announced the launch of GES Measurement & Insights, a methodology that analyzes four key metrics from event data: anticipated pipeline impact, brand impact, customer retention and quality of experience.
GES partners with Mary Kay, Spring Fair Birmingham, MAGIC, CONEXPO-CON/AGG and IFPE and more.
Theaters Get the Word Out About 'Hamilton’ Scams
Across the nation, theaters are getting the word out about “Hamilton” ticket scams. Tickets for Denver’s “Hamilton” run officially went on sale on Jan. 22, but prior to that date, the theater released information warning soon-to-be buyers about the various ways they could get scammed.
Charlotte’s “Hamilton” run released similar warnings prior to tickets going on sale. Blumenthal Performing Arts has even gone so far as to release a PSA-style video to help theater- and concert-goers buy tickets wisely. These proactive press initiatives fall in line with the broader battle against bots and scalpers. Efforts against bots include the contemplation of paperless ticketing and waiting to release ticket sales.
As Blumenthal CEO Tom Gabbard says, “It’s a lot of effort... but we’re serious-minded about wanting to preserve those affordable tickets, and that’s why we’ll go to that extra effort to do that.”
Stay tuned for more Marketing Maneuvers in the future so you can stay up to date on the latest, most innovative marketing efforts in the entertainment ticketing industry.
Want news like this delivered to your inbox weekly? Subscribe to the Access Weekly newsletter, your ticket to industry excellence.
Tags: Sports , Live-Streaming , Theater , Reselling , News , Arts , Facebook , Musicals , Secondary Ticketing