#PricetoGrow
Webinar:
Pricing for Today’s
Audience
#PricetoGrow
@Vendini
Join the Conversation:
Facebook.com/vendini.inc
LinkedIn.com/company/vendini.inc
For more info:
www....
Keith Goldberg
Vice President of Marketing
Presenter
Jesse Schmohl
Product Manager
Co-Presenter
#PricetoPromote
#PricetoGr...
Agenda
1.  Background
2.  Ticketing Today
3.  Technology’s Influence On Buying Decisions
4.  How to Simplify the Purchase f...
Ticketing over the years
#PricetoGrow
ANCIENT ROME:
Their need? Getting Patrons through the doors of the coliseum.
Their Solution? Tessera coins to help distrib...
ELIZABETHEN THEATRE:
Their concern? Fitting Patrons in the theatre.
Their Solution? First-come, first-serve Basis.
#Priceto...
#PricetoGrow
MID-1900’s:
Needs? Gather ticketing requests, accommodating patron needs, & winning over patrons.
The Solutio...
TICKETING TODAY
#PricetoGrow
We had to wait for seat
info and hold inventory
until we received a
response.
#PricetoGrow
Now we have faster
communication and
still relying on older
methods.
#PricetoGrow
The Risks of Classic Subscription Models
Missing out on the advancements of technology.
#PricetoGrow
Alienating younger pa...
Today’s Patron
......
......
......
......
#PricetoGrow
Simplicity is key.
#PricetoGrow
#PricetoGrow
Now that it’s simple, who is it simple for?
#PricetoGrow
1 Seat 2 Shows
at half price
2 Shows
every week
4 Shows
for the season
3 Seats
for the season
How do you tell what kind of...
So let’s think. What kinds of advocates are sitting in your seats?
#PricetoGrow
Let’s break down your audience.
#PricetoGrow
Advocates
What’s most important:
«  Special Recognition
«  Personal Engagement
«  Full Support
Purchases:
«  Venue’s W...
Advocates
Strategy:
«  Move Almost-Advocates to True Advocates
«  Highlight benefits and ease of signing up
«  Offer pers...
The Bargain Hunters
What’s most important:
«  Discounted tickets
«  Flexibility
Purchases:
«  Couponing
«  Goldstar
«...
The Bargain Hunters
Strategy:
«  Take it slow with these patrons. Slowly
introduce them to benefits of being an
advocate.
...
Last-Minute Buyers
What’s most important:
«  Searching on the go
«  Flexibility
«  One-click
Purchases:
«  SEO/SEM
« ...
Last-Minute Buyers
Strategy:
«  Get on their radar, don’t miss the
opportunity!
«  Show your performance’s value up fron...
Students
What’s most important:
«  Entertainment
«  Last minute purchases
«  Discounts
Purchases:
«  Stub hub
«  Grou...
Students
Strategy:
«  Create a life-time advocate
«  Get on social media
«  Get on mobile. How is your
website looking?...
Young Families
What is important for them?
«  Investing in their community
«  Flexibility
«  Adult socialization
Purcha...
Young Families
Strategy:
«  Offer flexibility
«  Exchanges
«  Flex Passes
«  Show your performance as an
opportunity for...
ADVOCATES
YOUNG FAMILIES
LAST MINUTE BUYERS
BARGAIN HUNTERS & STUDENTS
#PricetoGrow
Ways to Target Different Patrons
ü  Landing Pages
ü  Email Marketing
ü  QR Codes on Ads
ü  SEM
ü  Analytics to find the...
Take Control of Your Ticketing.
Operate your business in the way that will make you most successful.
Keep it simple.
Use t...
Keep the Conversation
Going:
Keith Goldberg
Vice President of Marketing
kgoldberg@vendini.com
Jesse Schmohl
Product Manage...
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Pricing for Today's Audience

As technology influences the buying habits of future audiences, effective pricing for different patrons becomes critical for supporting existing patrons and growing your patron base. How can you cater to all audiences? How do you offer pricing that increases your revenue while still building your audience? Topics we discussed were: - Segmenting and pricing to different audiences - Tips on making it easier for patrons to subscribe to your season - Simplifying the purchasing process for patrons - Growing your revenue through effective pricing
Published on: Mar 4, 2016
Published in: Technology      Business      
Source: www.slideshare.net


Transcripts - Pricing for Today's Audience

  • 1. #PricetoGrow Webinar: Pricing for Today’s Audience
  • 2. #PricetoGrow @Vendini Join the Conversation: Facebook.com/vendini.inc LinkedIn.com/company/vendini.inc For more info: www.vendini.com (800) 901-7173
  • 3. Keith Goldberg Vice President of Marketing Presenter Jesse Schmohl Product Manager Co-Presenter #PricetoPromote #PricetoGrow Meet the Presenters
  • 4. Agenda 1.  Background 2.  Ticketing Today 3.  Technology’s Influence On Buying Decisions 4.  How to Simplify the Purchase for Your Patron 5.  Segmenting Your Patrons 6.  Pricing for Each Patron #PricetoGrow
  • 5. Ticketing over the years #PricetoGrow
  • 6. ANCIENT ROME: Their need? Getting Patrons through the doors of the coliseum. Their Solution? Tessera coins to help distribute Patrons through different entrances. #PricetoGrow
  • 7. ELIZABETHEN THEATRE: Their concern? Fitting Patrons in the theatre. Their Solution? First-come, first-serve Basis. #PricetoGrow
  • 8. #PricetoGrow MID-1900’s: Needs? Gather ticketing requests, accommodating patron needs, & winning over patrons. The Solution? Mail-in Subscriptions, Seat Ownership, & Static Box Office Staff.
  • 9. TICKETING TODAY #PricetoGrow
  • 10. We had to wait for seat info and hold inventory until we received a response. #PricetoGrow
  • 11. Now we have faster communication and still relying on older methods. #PricetoGrow
  • 12. The Risks of Classic Subscription Models Missing out on the advancements of technology. #PricetoGrow Alienating younger patron groups we want to target.
  • 13. Today’s Patron ...... ...... ...... ...... #PricetoGrow
  • 14. Simplicity is key. #PricetoGrow
  • 15. #PricetoGrow
  • 16. Now that it’s simple, who is it simple for? #PricetoGrow
  • 17. 1 Seat 2 Shows at half price 2 Shows every week 4 Shows for the season 3 Seats for the season How do you tell what kind of subscriber a patron is? #PricetoGrow
  • 18. So let’s think. What kinds of advocates are sitting in your seats? #PricetoGrow
  • 19. Let’s break down your audience. #PricetoGrow
  • 20. Advocates What’s most important: «  Special Recognition «  Personal Engagement «  Full Support Purchases: «  Venue’s Website «  Memberships «  Subscriptions «  VIP Packages #PricetoGrow
  • 21. Advocates Strategy: «  Move Almost-Advocates to True Advocates «  Highlight benefits and ease of signing up «  Offer personal recognition with your Memberships. How to Simplify for this Patron: «  Know how they want to be reached out to. «  Special Sections. «  Segment your patron database with returning patrons. #PricetoGrow
  • 22. The Bargain Hunters What’s most important: «  Discounted tickets «  Flexibility Purchases: «  Couponing «  Goldstar «  Groupon «  TKTS «  Discount Tickets #PricetoGrow
  • 23. The Bargain Hunters Strategy: «  Take it slow with these patrons. Slowly introduce them to benefits of being an advocate. «  Control your pricing. Make sure to fluctuate your prices according to your inventory. «  Make your own Goldstar channel. How to Simplify for this Patron: «  Rush tickets «  ½ price «  Segment & sell to them #PricetoGrow
  • 24. Last-Minute Buyers What’s most important: «  Searching on the go «  Flexibility «  One-click Purchases: «  SEO/SEM «  Venue’s Mobile Website «  36% of online ticket sales are made from smartphones «  44% of marketing emails are opened on smart phones #PricetoGrow
  • 25. Last-Minute Buyers Strategy: «  Get on their radar, don’t miss the opportunity! «  Show your performance’s value up front «  Show ticket purchase’s flexibility How to Simplify for this Patron: «  Mobile optimized site «  Get on Social Media «  SEO optimized #PricetoGrow
  • 26. Students What’s most important: «  Entertainment «  Last minute purchases «  Discounts Purchases: «  Stub hub «  Groupon «  Facebook Ticket Apps (last-minute half price tickets) «  Website via Social Media Posts «  Consumers are 71% more likely to make a purchase based on social media referrals #PricetoGrow
  • 27. Students Strategy: «  Create a life-time advocate «  Get on social media «  Get on mobile. How is your website looking? «  Make sure to offer a clear student discount rate. How to Simplify for this Patron: «  Facebook Ticket Sales App «  Ensure your website is mobile friendly #PricetoGrow
  • 28. Young Families What is important for them? «  Investing in their community «  Flexibility «  Adult socialization Purchases: «  Venue’s Website «  Packages #PricetoGrow
  • 29. Young Families Strategy: «  Offer flexibility «  Exchanges «  Flex Passes «  Show your performance as an opportunity for a night out «  Friend-to-Friend ticketing #PricetoGrow
  • 30. ADVOCATES YOUNG FAMILIES LAST MINUTE BUYERS BARGAIN HUNTERS & STUDENTS #PricetoGrow
  • 31. Ways to Target Different Patrons ü  Landing Pages ü  Email Marketing ü  QR Codes on Ads ü  SEM ü  Analytics to find the right design ü  Short URL’s for social media #PricetoGrow
  • 32. Take Control of Your Ticketing. Operate your business in the way that will make you most successful. Keep it simple. Use technology to help you discover ticketing trends and buying behaviors. Maintain Tracking. Don’t guess who your patrons are. Know it. Use technology to help you discover who your advocates are and where they are coming from. Segmenting Patron Database. Discover what type of buyer your audience is and work towards making them an advocate. What do you need to do next? #PricetoGrow
  • 33. Keep the Conversation Going: Keith Goldberg Vice President of Marketing kgoldberg@vendini.com Jesse Schmohl Product Manager jschmohl@vendini.com #PricetoGrow @Vendini Facebook.com/vendini.inc LinkedIn.com/company/vendini.inc For more info: www.vendini.com (800) 901-7173

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