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Webinar: Pricing for Today ’s

Audience

#PricetoGrow

@Vendini

Join the Conversation:

Facebook.com/vendini.inc

LinkedIn.com/company/vendini.inc

For more info: www.vendini.com (800) 901-7173

Keith Goldberg Vice President of Marketing Presenter

Jesse Schmohl Product Manager Co-Presenter

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#PricetoGrow Meet the Presenters

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

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Ticketing over the years

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ANCIENT ROME: Their need? Getting Patrons through the doors of the coliseum. Their Solution? Tessera coins to help distribute Patrons through different entrances.

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ELIZABETHEN THEATRE: Their concern? Fitting Patrons in the theatre. Their Solution? First-come, first-serve Basis.

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MID-1900’s: Needs? Gather ticketing requests, accommodating patron needs, & winning over patrons. The Solution? Mail-in Subscriptions, Seat Ownership, & Static Box Office Staff.

TICKETING TODAY

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We had to wait for seat info and hold inventory until we received a response.

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Now we have faster communication and still relying on older methods.

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The Risks of Classic Subscription Models

Missing out on the advancements of technology.

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Alienating younger patron groups we want to target.

Today’s Patron

...... ...... ...... ......

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Simplicity is key.

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Now that it’s simple, who is it simple for?

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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?

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So let’s think. What kinds of advocates are sitting in your seats?

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Let’s break down your audience.

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Advocates What’s most important: «  Special Recognition «  Personal Engagement «  Full Support Purchases: «  Venue’s Website «  Memberships «  Subscriptions «  VIP Packages

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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.

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The Bargain Hunters What’s most important: «  Discounted tickets «  Flexibility Purchases: «  Couponing «  Goldstar «  Groupon «  TKTS «  Discount Tickets

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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

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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

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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

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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

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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

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Young Families What is important for them? «  Investing in their community «  Flexibility «  Adult socialization Purchases: «  Venue’s Website «  Packages

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Young Families Strategy:

«  Offer flexibility

«  Exchanges

«  Flex Passes

«  Show your performance as an opportunity for a night out

«  Friend-to-Friend ticketing

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ADVOCATES

YOUNG FAMILIES

LAST MINUTE BUYERS

BARGAIN HUNTERS & STUDENTS

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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

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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?

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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