Improve Conversion & Grow Your Ticket Sales
Ticket Sales are the financial backbone of any event, whether it be sport, film, theater or other.
Tickets sales generate significant revenue and also directly impact concessions, sponsorship, merchandise and parking revenues. This is the subject of the panel I participated on at the 2016 Sport Events Congress in Ottawa.
Sporting events face significant competition for the discretionary ‘entertainment’ dollar. Out of the home, consumers can choose from live theater, restaurants, movies, live music, or consumer shows. Even inside the home, the allure of first-run movies and the best television content ever produced, streamed on multiple devices, make staying in for the night a convenient and competitive reality. With all this competition, getting your consumers to convert is critical.
Complicating the situation is the fact that the consumer’s path to a sale has changed dramatically. Purchasing a ticket to a sporting event used to be a straight forward transaction a decade or so ago. Today, the customer travels through a purchase funnel that is influenced by a myriad of factors. Enter the power of social media.
For TO2015, Facebook proved to be the most effective channel used to break through the clutter and improve conversion to sell tickets. Not just any ticket, the ‘hard to sell’ (less popular, far flung and preliminary round) tickets (here’s the proof). Conversion along the path to a sale improved because of its incredible reach and targeting ability. Here’s how:
1. Insightful and well targeted personas
You start by identifying the right targeted audience (i.e. buyer personas). Locate individuals who are likely interested in your event. Targeting factors include age, gender, location, profession, lifestyle, and social class, interest in specific sports, media choices and hobbies. In our experience, Facebook’s advertising platform provides the most robust targeting available today.
2. Multiple variations of creative message
You have 2 seconds to grab somebody’s attention on social media. To run a successful campaign on Facebook, you need to produce a variety of creative messages that speak to your targeted personas. Have your creative team design your messages with variations to the copy and images, then see how they perform.
3. Optimize Performance
Or hyper-optimization as we call it. This is the key to successfully selling your tickets. What’s the benefit of optimizing in real time? You select only the top performing creative messages to run the length of your campaign and discard rest. It all gets tracked so you can accurately measure ROI.
Remember, effectively growing ticket revenues require a singular focus on the objective – to drive your target audiences to an online ticketing destination (e.g. Ticketmaster or Eventbrite). The right combination of targeting, creative voice, media strategy and hyper-optimization will ensure your audience will get there.