Author: Kelly Pedone

FM Issue: January/February 2019

A single-use ticket is no longer simply a blind date between the consumer and a team or venue. Thanks to modern ticketing systems, it is now an invitation to a long-term relationship that benefits both parties. Teams and venues know more about each purchaser than ever before, while fans can receive greater value through unique experiences and targeted offers.

Innovations in the ticketing industry have moved to answer the demands of millions of people who use online services in their daily lives. Not only do fans want access to the best seats, but they look for personalized opportunities that help them with parking, deliver special concessions offers, or even tell them what restaurants are near the venue.

In return, venues and teams have gained access to data that generates loyalty as well as additional revenue.

“It’s all about taking advantage of the moment,” says Maureen Andersen, president and CEO of INTIX. “Innovations to ticketing systems have allowed us to develop relationships in deeper and in more profound ways.”

Customer Relation Management

Previously, the goal of selling a ticket was to move fans efficiently through the box office or phone system. While it was a live person-to-person transaction, it was rarely personal and little information about the customer was gathered. No true relationship was born. More recently, that human interaction was replaced with technology as online ticketing began to boom, again with the goal of faster service. Still, little was known about the customer beyond what events they attended. However, today’s savvy consumer and the desire to tailor experiences to deepen the connection and value requires a new level of marketing. Much of that is learned through the online or mobile purchase of a ticket, especially when paired with consumer analytics.

“All operators have data at their fingertips,” says Eric Petrusic, president of ticketing for accesso. “However, without leveraging what you know about patrons to predict what they want – perhaps before they even know themselves – data alone does not carry any value.”

Once a consumer purchases a ticket, venues and teams have the opportunity to learn their preferences by way of various platforms. Users can opt-in to programs that allow venues and teams to create personalized offers and experiences.

For example, by simply knowing what time of day or how often the patron attends an event in a specific building, an organization can market and communicate directly with them. Once in a building, information can be gathered as to the patron’s preferences for concessions. Facility managers can also learn transportation habits of patrons. The purchase of a parking pass, for example, would allow venues to send messages to help the patron find the best route to the facility, avoiding traffic congestion. And if the patron doesn’t actually attend the event, venue officials can send a personalized message to see if there was a problem. Geo-fencing, specifically, grants venues and teams the ability to make real-time offers and to push information directly to the patrons who are using their apps. Many venues will send a “welcome” message to patrons once they enter the building and send a “thank you” message after the event with a survey or a promotion for an upcoming event similar to what they had just attended.

“It’s a smart way to customize one-to-one relationships with customers,” says Gene Carr, chief innovation officer for Patron Technology. “The more you can tailor the experience, the more that buyer will feel like a valued patron of the organization.”

While some people may view this type of marketing as a little invasive – after all, it does appear that the venue is stalking its patron – the reality is that is has become a part of everyday life thanks to online services such as Amazon, Google, and other platforms. Anyone who shops or searches online has grown accustomed to various pop-up ads promoting products or services that were recently searched.

“The majority of consumers not only appreciate personalization, they expect it,” Petrusic says. “With the right technology in place, operators can cater directly to their patrons’ wants, needs, and expectations.”

Dan Archabal, director of sales for Paciolan, agrees. “It is seen as being more thoughtful,” he says. “Why wouldn’t you spice up your menu offerings if you knew the habits of your customers? If you know that that 70 percent of the people attending your event are women, you may want to reconfigure your bathroom situation.

“You have to be more thoughtful than simply providing a good show in order to get people off their couch and into your building.”

In some ways, venues and event organizers have performed these duties for decades through patron cultivation. For example, teams held data on season ticket holders and could create specific opportunities for them that may encourage them to upgrade their seat choices by way of inviting them to batting practice or a special team luncheon. A moderate donor to the opera may be contacted via personalized letter to attend a backstage wine and cheese reception in an effort to entice them to increase their giving level.

The biggest difference now is that instead of having staff pour over spreadsheets, information can be gathered on all patrons in seconds via tailored applications.

“In five minutes you can run a report then send a personalized email invitation,” Carr says.

Promoters and venue owners want to know every fan and guest entering their venue. Venue managers invest a great deal in resources to marketing shows and events, and until now they only knew the ticket purchaser. The ability to grow a relationship with that purchaser’s guests was not an option until now. With new social functions, where the purchaser can transfer tickets to their guests via mobile device, officials are able to capture the information of the friends and families of ticket purchasers, giving them an even broader audience.

Generating Revenue

Until recently, ticketing was a cost center for events that did little more than allow access to the building. Companies can now leverage ticketing to provide an end-to-end user experience to the patron. Tools like these allow for better user experiences as well as the opportunity to increase revenue. Mobile ticketing applications can offer merchandise so fans can purchase their team jersey in advance of a game, for example. They can also integrate information such as parking and concessions, so that users can book an entire experience in advance.

According to Petrusic, more than half of bookings and related purchases are made within a week of a planned activity, while only 19 percent were booked more than a month in advance. By offering patrons simple, personalized recommendations for items they will likely want to purchase in addition to their ticket, teams and venue managers can take the guess work out of the planning process.

“A single-platform system allows venue operators hassle-free access to a wealth of comprehensive data and reporting on purchase patterns, ticket availability and other insightful user behavior,” Petrusic says. “Once venue managers have access to that data, they can leverage it to drive revenue and ensure an enjoyable ticket-purchasing experience for patrons.”

Through advanced consumer analytics services, teams and venues can even offer targeted ancillary services from their marketing partners, such as car rentals, hotels, restaurants, and other entertainment. If a patron is attending a concert from out of town, why not encourage them to spend the weekend? Those types of experiences often lead to lasting relationships with patrons.

The Next Generation

As patrons and event managers become more and more accustomed to online and mobile ticketing, the need for security increases. Not only do patrons need to know that their data is safe, but facility operators want to know who is entering their buildings.

The future, Andersen says, lies in making sure event managers know who has the ticket in hand, finding ways to integrate Bitcoin and other crypto-currency, as well as identifying patrons who can skip long security lines similar to what airlines provide for frequent travelers.

Ticketing will continue to be the forefront of establishing a higher touch point with fans who increasingly are looking for the easiest, quickest, and most mobile-friendly way to purchase a ticket.

“The industry is going to see a move toward guest empowerment,” Petrusic says. “Ticketing technology shouldn’t be a barrier between the guest and the experience. It should empower patrons to connect with the experience from the get-go.”

Kelly Pedone is a freelance writer based in Charlottesville, Virginia.