Capturing and holding the customer Customer Relationship Management and the role of on-line ticketing.

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Presentation transcript:

Capturing and holding the customer Customer Relationship Management and the role of on-line ticketing

Christopher Goodhart President, International Group Tickets.com

The General Association of International Sports Federations (GAISF) estimates that global ticketing revenues exceed those derived from broadcast rights by $7 billion

 In house solutions  Outsourced solutions and distribution  Internet  Ticketing, marketing, CRM, access control  Presence in 28 countries around the world  Olympics in Atlanta, Sydney and Salt Lake City  FIFA World Cup in Paris  Major League Baseball Tickets.com

Case study 1 – major events  Salt Lake 2002 sold more tickets than any Olympic Winter Games in history  Salt Lake 2002 sold a greater percentage of the available tickets than for any previous Olympic Games (Winter or Summer)  Over 740,000 tickets sold on-line in the USA  The 2002 Olympic Winter Games in Salt Lake City achieved unparalleled ticketing success

Case study 2 - federations  20 out of 30 MLB teams using Tickets.com internet solution  First time that multiple back-end solutions have been able to sell through middleware  1 million tickets sold in 2003 before the first ball struck

CRM

you

Brand Loyalty Touchpoints Internet Customer relations 1 to 1 marketing Access control Revenue

Brand  Team(s) / event  Results  Venue  Marketing  Merchandising  Customer experience

Customer relations  Customer details  Customer preferences  Do they have children?  Do they have a summer address?  Do they have a link to a school?  Do they have a link to a business?  What other relationships ……

Loyalty  Building loyalty  Loyalty schemes  Impact of loyalty  Rewarding loyalty

One to One Marketing  No wasted money on printed brochures  No wasted money on pointless advertising  Pin-point accuracy  Mail, fax, , SMS  High response rates

Touchpoints  Loyal customers  Name and address  Customer history  Buying patterns  Repeat business

Access Control  Part of the customer experience  Security and health and safety  Protecting revenue  VIP  Customer records

Revenue  Tickets & Season tickets  Secondary market  Suites  Food and drink  Car parking  Accommodation  Merchandise

Internet  Always open, never closed, always on  Your own web site  Buy buttons  Direct links in real time  campaigns  Protected sales  Season renewals

Harnessing technology  Olympics  San Francisco Giants, MLB  Inter  NZ Rugby  Buffalo Sabres, NHL  Lowe's Motor Speedway  the future

Summary  It’s not about the technology  It’s about a philosophy  It’s about the customer  It’s about your organisation  Our job is to help you deliver!

Thank you