the soundboard: rockhouse partners case studies

CREATE. MANAGE. MEASURE.

ACTIVATE

4.1.14 | The Soundboard

Selling More Tickets: Case Studies

Who is this guy?

Brian BauerDirector of Sales & Marketing

Rockhouse Partners

#TheSoundboard

Who is this guy?

Moved to Nashville in 2012

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Who is this guy?

Third-generation drummer

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Who is this guy?

I love my dog.

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Who is this guy?

I hate coffee.

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Who is this guy?

I met this guy once.

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What would you say you do here?

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We’re a technology-based entertainment agency fundamentally changing the way

entertainment properties engage and activate fans.

Music. Sports. Live events.Data focused, dollar driven. Period.

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Rockhouse Partners

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Some of the 100+ entertainment brands we call friends

Rockhouse Partners


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1. Help entertainment properties sell more

tickets.


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tickets.

2. Capture data on prospective ticket buyers.


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tickets.


3. Generate buzz & awareness about events.


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tickets.


3. Generate buzz & awareness about events.

4. Increase the value of sponsorships.

What’s in this for YOU?!

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6 Cases of Strategies & Tactics You Can Use For Your Own Events

Optimize Website for Sales

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Your website is your storefront.


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HOMEPAGE

100% of Audience With Intent to Purchase

0% of Audience Lost

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HOMEPAGE


34% of Audience Lost

CLICK 266% of Audience with

Intent to Purchase

0% of Audience Lost


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HOMEPAGE





Intent to Purchase


Intent to Purchase

0% of Audience Lost


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HOMEPAGE






Intent to Purchase

BUY TIX


Intent to Purchase

CLICK 4

29% of Audience

0% of Audience Lost


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CASE STUDY #1: Jam Productions


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Challenge:Display a ton of shows from many different venues.


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Solutions:Strong Calls-to-Action- Visually striking and consistent CTAs

- No more than two clicks away from buying a ticket


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Email Collection on Every Page- One field entry process quickly captures subscribers

Solutions:


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Socially Connected- Social profile links are at the top of every page

- Fans can share or RSVP to specific shows through virtually any social media platform.

Solutions:


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Mobile FriendlyOver 20% of traffic to JamUSA.com is from a mobile device and growing!


Solutions:

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4 Sites In 1- Each venue lives as interior pages within JamUSA.com


Solutions:


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Results:1. Visits increased by over 264%

2. Google Traffic increased by 961%

3. Traffic to ticket purchase pages increased by

15%


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Takeaways:

1. Clear and easy calls-to-action. Reduce clicks required to

buy!

2. One field email entry form.

3. Make your site content socially shareable.

4. Take note of growing mobile site use.

5. Create a seamless user experience between event

properties.

Grow Quality Email Database

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Email has a higher ROI than all other forms of push marketing.

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Average order is 2.7 tickets.“The Unknown Ticket Buyer”


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CASE STUDY #2: X Games Austin


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Challenge:Quickly grow an email database of qualified prospects.



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Solution: Simple-to-enter form with social sharing functionality.


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Solution: Pull emails off of social. Stop renting fans!


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Results:

1. 5,400 entries in the first 24 hours

2. 9,266 total contest entries

3. Sold out of upgrade ticket product within 48-

hours of onsale


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1. Use contesting platforms like Wufoo that integrate well with

social

2. Don’t require too many fields for entrants to fill out

3. Offer compelling and unique prizes

4. Consider messaging contest losers with a consolation prize

Takeaways:


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CASE STUDY #3: Music City Bowl

Monetize Email Database

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Challenge:Sell expensive VIP packages.



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Solution: Segmented email database to identify superfans. Followed up with personalized messaging.


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Results:

1. 169% more clicks to buy tickets than in 2012

2. Sold out of VIP packages


Takeaways:

1. Offer prior buyers an exclusive opportunity to purchase

early

2. Identify and tag email list members for future

segmentation

3. Personalize messaging to increase engagement


Generate Awareness on Social

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Build buzz with compelling content!


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CASE STUDY #4: Wisconsin Beer Lover’s Festival


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Challenge: Creatively engage with fans before, during, and after the event.


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Solution: Memes and Fill-in-the-Blanks


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Solution: Like vs. Share and RT vs. Favorite


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Solution: Behind-the-Scenes Photos

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Results:

1. 8,000+ unique visitors to the website

2. 67% increase in online ticket sales compared to

2012 Takeaways:

1. Ask yourself before posting, “Is this shareable content?”

2. Photos are the most shared content on social media

3. Don’t be afraid to include “Buy Tickets” links to help make

social sell



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CASE STUDY #5: Circuit of The Americas

Manage Reputation & Customers

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Challenge: Manage COTA’s reputation and communicate with unhappy fans.

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120,000x

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Solution: Act quickly and proactively!

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Results:

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Takeaways:

1. Listen and acknowledge

2. Move the conversation to a one-on-one

3. Be human

4. Fix the problem

5. Know when to move on

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CASE STUDY #6: Headliners Music Hall

The Afterglow

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The Afterglow

Challenge: Leverage Afterglow to gain insight on customers’ buying habits.

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The Afterglow

Solution:

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The Afterglow

- 22.1% open rate (14% industry avg)

- 7.1% click rate (2% industry avg)

- Tons of actionable feedback!

Results:

Takeaways:

- Send surveys within 48-hours of your event

- Consider issuing a Ticket Alert signup

- Post fan photo galleries to social media

#TheSoundboard

Thank You!

[email protected]

631 2nd Avenue SouthSuite 2R

Nashville, TN 37210

twitter.com/rhpartners

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