02 Jul Venues: should you outsource some of your marketing to resellers?
Should some of the marketing be done by resellers?
When drafting your marketing strategy, smart ticketing policies are paramount. As the entertainment industry is facing digital transformations at a fast pace, distribution channels get even more instrumental to secure your business. The question then is: should you outsource your ticketing services to online platforms and other resellers?
Ticketing in or out?
At an early stage, event venues might need to rely on ticket resellers and their strong networks to provide greater services to spectators. Online ticketing marketplaces used to be a prime example in that regard. But time is up! Nowadays 90% of event venues offer online ticketing services on their websites.
The rise of online ticketing
As more and more players come into play, outsourcing online ticketing services seems easier. The rise of online ticketing has brought new ways of doing so. From global companies to cultural events to niche experts, a wide range of options is available. Thus, important questions should be asked such as: is online ticketing a sales booster or a supply-demand troublemaker?
The Covid-19 turning point
Furthermore, the Covid-19 crisis has shed some light on the financial issues that event venues need to keep in check. Revenue management has become extremely sensitive, and with this control over ticketing sales. So this brings other matters into consideration: should you keep outsourcing part of your ticketing services to specialized resellers?
- If so, how do you choose the right one and retain control over the average ticket value and branding?
- If not, should you lean towards greater autonomy and self-sufficiency with higher in-house sales?
Outsourcing ticketing with benefits
Market wise, some resellers hold strategic positions that can be difficult to overtake. Thanks to large databases, powerful marketing channels and a great reputation, they already welcome your spectators as customers. But that can play in your favour under certain circumstances :
Reaching wider audiences with limited resources:
The more, the merrier. For tight budgets, partnering with resellers is worth the try. That way you join a network able to reach audiences wider than your contacts list.Amongst other benefits, you can hope for communication push with your events being highlighted in:
- digital communications, including popular newsletters,
- on-site promotion on the walls of ticketing outlets,
- and various print communication features.
Targeting other audiences out of your scope:
In addition, new spectators that you usually are not able to reach can be targeted to attend your events. That’s why it might be interesting for you to work with resellers proving you have:
- a strong territorial anchoragethrough a network of physical stores,
- tailor-made offersthat deliver unique experiences to audiences with specific needs.
For example, you might want to check what kind of package your local tourism agency recommends to coach operators building cultural tours.
How to choose your ticketing reseller?
Outsourcing part of your ticketing sales to resellers should always be the result of a well thought-out strategy. Make sure to share common objectives by finding more about:
- their position on the market and branding,
- their customers base and the audiences they usually reach,
- their communication tools and online presence,
- the quality of their customer service.
Once you’ve made up your mind, don't forget to monitor and analyse your sales by distribution channel. Tools like Arenametrix can help you to create useful categories and to overview your results in a few clicks.
Reaching wider audiences with limited resources:
The more, the merrier. For tight budgets, partnering with resellers is worth the try. That way you join a network able to reach audiences wider than your contacts list. Amongst other benefits, you can hope for communication push with your events being highlighted in:
- digital communications, including popular newsletters,
- on-site promotion on the walls of ticketing outlets,
- and various print communication features.
Targeting other audiences out of your scope:In addition, new spectators that you usually are not able to reach can be targeted to attend your events. That’s why it might be interesting for you to work with resellers proving you have:
- a strong territorial anchorage through a network of physical stores,
- tailor-made offers that deliver unique experiences to audiences with specific needs.
In 2021-2022, the number one marketing trend for venues will be optimising the spectator's experience thanks to a digital journey designed to improve loyalty. Arenametrix clients (Crazy Horse, Château de Versailles Spectacles, Opéra de Rennes, Maison de la Poésie, Grand Théâtre de Genève, Théâtre des Célestins, and various national stages) are already implementing these strategies by setting up welcome emails, shopping cart reminders, and pre- and post-show emails. Messages that are easy to set up thanks to the new marketing automation (automation) proposed by Arenametrix.
It is therefore important to define the right mechanisms to develop one's database by increasing one's own sales and by developing new audiences. Arenametrix provides solutions to these two issues through a powerful analysis and activation tool, and through working sessions with our clients such as our thematic workshop "Increase your own sales and develop new audiences with packaging strategies”.
Do not hesitate to contact us for more information!
When drafting your marketing strategy, smart ticketing policies are paramount. As the entertainment industry is facing fast paced digital transformations, distribution channels get even more instrumental to secure your business. The question then is: should you outsource your ticketing services to online platforms and other resellers?
Ticketing in or out?
The Covid-19 turning point
Furthermore, the Covid-19 crisis put some light on the financial issues that event venues need to keep in check. Revenue management has become extremely sensitive, as well as control over ticketing sales. This brings other matters for consideration: should you keep outsourcing part of your ticketing services to specialized resellers?
- If so, how to select the right one and retain control over the average ticket value and branding?
- If not, should you lean towards greater autonomy and self-sufficiency with higher in-house sales?
Outsourcing ticketing with benefits
Reaching wider audiences with limited resources:
The more, the merrier. For tight budgets, partnering with resellers is worth the try. That way you join a network able to reach audiences wider than your contacts list. Among other benefits, you can hope for communication push with your events being highlighted in:
- digital communications, including popular newsletters,
- on-site promotion on the walls of ticketing outlets,
- and various print communication features.
In addition, new spectators that you usually are not able to reach can be targeted to attend your events. That's why it might be interesting for you to work with resellers proving to have:
- a strong territorial anchorage through a network of physical stores,
- tailor-made offers that deliver unique experiences to audiences with specific needs.
For example, you might want to check what kind of package your local tourism agency recommends to coach operators building cultural tours.
How to choose your ticketing reseller ?
Outsourcing part of your ticketing sales to resellers should always be the result of a well thought-out strategy. Make sure to share common objectives and values by finding more about:
- their position on the market and branding,
- their customer base and the audiences they usually reach,
- their communication tools and online presence,
- the quality of their customer service.
Once you've made up your mind, don't forget to monitor and analyse your sales for each distribution channel. Tools like Arenametrix can help you to create useful categories and to overview your results in a few clicks.
Outsourcing ticketing and its limits
Beware of hidden fees!
Working with resellers means extra costs as you need to fairly compensate them. Two direct costs can be identified at that point :
- resellers' commissions (for example 6€ on a ticket sold at 30€);
- advertising costs.
Indeed, you will often be asked to allocate an ad budget to guarantee good visibility for your events. Whether there are ad displays on the website or in-store. A whole new business is being developed to monetize the communication benefits mentioned above. Consequently, you need to take into account your margins so they don't drop by more than what you actually paid.
Protect your image
Branding is everything! It tells us about your artistic vision. That's how your spectators will pick one of your events over your competitors'. But branding takes time. Key elements to strengthen your image in the public eyes include pricing and customer service. It requires great communication and business management.
As working with resellers will always have an impact on your branding, here are the rules to protect your image:
- choose resellers whose standards match yours,
- give priority to quality over quantity
That last part is essential. Handling ticketing partners is time and resources consuming. Your team will have to deal with contract negotiations that cover pricing, accounting, sales and marketing rights, tech integration and so on. So take the time to think calmly about your marketing strategy.
Remain in control of your pricing
Pricing is a particularly important aspect of your marketing strategy and should not be neglected. Sometimes resellers will ask you to lower your average ticket value so they can offer more discounts. Such practices can have positive impacts on your sales in the short-term.
However they will change the pricing expectations of your spectators in the long run. It's no coincidence that the average theatre ticket value has fallen in recent years. Once spectators get accustomed to finding low-priced tickets on a regular basis, it's hard to go backwards.
Spectator data are a goldmine
Data is the gold of the 21st Century. Sellers have understood the importance of capitalising on the data of their buyers. As a result, they don't share this data with you, whether it is contact information or behavioral data that allows you to have a better understanding of your audience.
With outsourced sales accounting for up to 70% of the global ticketing revenues in some cultural institutions, that sounds like we need to talk about it. Selling tickets through resellers often leads you to give up on your gold mine: your spectator data.
At Arenametrix, we support over 130 sports and cultural organisations to regain control of their data. Here are 3 takeaways we are happy to share with you:
#1 Engage your audience
Individuals buying tickets from your resellers are spectators for which you don't collect data. You can not contact them or have a proper knowledge of their profile. They are not part of your community and retaining them is then difficult.
-they will not have access to your amazing content: newsletters with interviews or backstage videos, etc.
- worse, they will not benefit from the services in which you invested a lot: powerful website, online ticketing services with exclusive benefits such as unique sitting choices and or better commercial policies.
Why would you invest time and energy in your content and tools, if not for your spectators? Make sure to be the one engaging them. Starting with in-house ticketing and owning your spectators' data.
#2 Build the perfect spectator journey
As performing arts and concert venues, your job is to make spectators feel something special - emotions. On the other hand, resellers' main purpose is to sell tickets. Therefore you're more likely to know how to build the right customer experience for your spectators. That means taking care of every touchpoint on your spectators' journey.
In 2021-2022, the number one marketing trend for venues will be to optimize the spectator's experience thanks to a digital journey designed to improve loyalty. Arenametrix clients (Crazy Horse, Château de Versailles Spectacles, Opéra de Rennes, Maison de la Poésie, Grand Théâtre de Genève, Théâtre des Célestins, and various national stages) are already implementing new strategies by setting up:
- welcome emails,
- shopping cart reminders,
- pre- and post-show emails.
Thanks to marketing automationit's easy and time-efficient.
#3 Develop new audiences and additional revenues
It is therefore important to define the right mechanisms to develop one's database by increasing one's in-house sales and by developing new audiences. Arenametrix provides solutions to these two issues thanks to powerful tools and experience.
Do not hesitate to contact us for more information!
Solène Jimenez
Would you like to carry out a data & CDP diagnosis of your organisation? Take advantage of 30 minutes of free consulting by reserving your slot.
Apolline Locquet
Would you like to carry out a data & CDP diagnosis of your organisation? Take advantage of 30 minutes of free consulting by reserving your slot.
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