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Published byChana Timmerman Modified over 8 years ago
UK Groups / Corporate Sales Department An overview of the market and customer management
Background to the Department Set up in 1990 for the sale and management of bulk ticket orders –Main activity centred around theatre clients who had a tradition of selling tickets to organised groups –Discounts offered to group organisers for the purchase of volume orders –Most purchasers were volunteer / social group organisers Interest groups Employee organised trips
Current Department set-up 12 staff –8 sales agents –2 administrators, 1 marketing executive, 1 manager Over.6m tickets sold per year 30% of tickets sold for West End theatre events World Class Service –Quality Assurance adapted for the groups environment Host group client evenings at least once a week Manage all bookings, reservations, invoicing and requests for additional seats
Current UK Market Complicated –Fragmented market - not system dominated Allocation venues with other system providers allocating to Ticketmaster Groups Ticketmaster system venues allocating to other group ticketing organisations Heavy competition with the market –Cross-over mainly within the theatre ticketing area –Some cross-over within sectors of the group customer market
Current UK Groups Market TM UK Special Interest Clubs Schools Tour Operators Travel Agents Sports & Social Coach Packagers Hotel Packagers The group travel market within the UK is valued at around £180m The total group leisure industry for the UK including overseas is calculated at £2b
Current Groups’ event clients Theatre Events dominate –Long running events can benefit from regular group business Reserve then pay Exhibition / Special Events –British Music Experience –Houses of Parliament Reserve then pay Sport –Athletics –Netball championships Reserve then pay
Current Groups’ event clients Music Events –Just beginning to filter to the market –Mainly slower selling events with specific target market –Ticket limits can create issues –Tickets cannot be reserved must be confirmed immediately –Target customer mainly not for profit Sports and Social Special Interest
Groups customer management Three main customer groups within in TM –Client accounts Regular bookers who are able to pay on monthly invoice for tickets purchased. Each has an account manager assigned –Remote agencies Organisations with the TM ticketing system in their customer service centres –Irregular bookers No account facilities Hold tickets for set period and then pay by cheque or credit card
UK Market segment differences Profit making –Packagers Make their money from the margin given within each element of the package –Ticket –Travel / Accommodation Event choice determined by consumer preference –Travel Trade See event ticketing as additional service with small revenue options Event choice determined by consumer preference
Packagers Packager events based on consumer demands Plans marketing to consumers Put tickets on hold with ticket supplier Packages advertised Manage reservation with ticket supplier Confirm packages sold to ticket supplier Pay for tickets Distribute all package elements to consumers Go to the show
UK Market segment differences Non-profit –Sports & Social Clubs Run by HR departments within national companies for the benefit of staff –Special Interest Groups Regular bookers but voluntary organisers and choice of event is seldom repeat –Schools Must be educational content
Non profit organisers Organiser selects event date with group Organiser calls ticket supplier to select event Put tickets on hold with ticket supplier Tickets advertised with group Manage reservation with ticket supplier Confirm tickets required to ticket supplier Pay for tickets via cheque or credit card Have tickets sent for distribution Go to the show
Marketing Channels Channels to customers –Groups Guide sent every 2 months –Groups website Updated weekly with new rates and events – online booking form –Weekly groups e-shot Targeted to groups clients by event purchase or type –Direct Mail and solus emails Client printed material / HTML targeted to selected groups clients
Success metrics Abandonment rate of calls –Under 10% Quality Assurance stats –95% satisfaction Conversion from emails to booking form –2.4% Tickets sold –650k for 2010
Future Developments Payment online for reservations –Increased functionality for group organiser CRM function for customer records –Data management Sale or return –Payment of small fee to return tickets without charge
Ticketmaster UK Groups Thank you for listening Any questions?
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