As a representative of Turnkey Intelligence, I was recently given the wonderful opportunity to attend the 2016 INTIX Conference in Anaheim, CA. Prior to joining Turnkey, I spent 12 years on the property and event side, giving me a chance to experience this year’s conference from multiple perspectives.
Here are three of the most enlightening takeaways from INTIX 2016 from my point of view:
#1 – Fans and event attendees want to access more experiences via mobile devices.
I left INTIX convinced that the teams and venues who offer paid upgrade opportunities and unique experiences via mobile devices prior to AND during their events are maximizing their revenue most effectively.
Beyond the obvious (seat location), there are so many options for upgrades: premium food/drink sales, on-court experiences, meet-and-greets with characters, etc. It’s been my experience that fans will often bypass purchasing such upgrades prior to an event for cost reasons. Once they get on-site, however, they typically are more willing to spend the money, thus making one-click “push” upgrades a huge potential day-of revenue source.
Turnkey often conducts research on behalf of our clients to help identify what upgrades fans most want, and how they value those upgrades, for this purpose. We are also frequently asked to enhance “upgraded” customers’ records with demographic, behavioral and lifestyle data, making them true, complete leads that can be turned over to ticket sales teams.
#2 – Effective change takes testing and time, especially when it is technologically based.
Implementing digital-only season ticket distribution and exchange programs was another hot topic at INTIX. However, while taking season tickets digital may seem obvious (and critically important) to the average millennial, it is in fact an incredibly difficult task in practice. Though sales and marketing teams are feeling pressure to go digital NOW, the process must be taken slowly, and all related functionality thoroughly tested before it gets rolled out.
Rutgers University recently tested digital-only tickets on their student tickets for football, knowing that most students would have no trouble adapting. It went well, so they are now planning for a slow roll-out to the rest of their season ticket base.
#3 – Large-scale ticket resellers can be highly beneficial to some organizations.
Besides the obvious revenue benefit, there are other plusses for teams who sell blocks of season tickets to large-scale resellers, especially the ability to attract new customers (due to resellers having a slightly different reach/target buyer type) and turn them into leads for their ticket sales department.
In addition, the best resellers know their markets so well that they can advise teams and venues on ticket pricing. Others can actually offer teams’ access to analytics that they otherwise wouldn’t be able to get their hands on. Overall, the best property/reseller relationships are cooperative, and involve two organizations both focused on maximizing the benefit of working together.
What did you learn at INTIX? Let Bob know – he’d love to hear your top takeaways!