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 Bauer
Director of Sales & Marketing
Rockhouse Partners
#TheSoundboard

Who is this guy?
Moved to Nashville in 2012
#TheSoundboard

Who is this guy?
Third-generation drummer
#TheSoundboard

Who is this guy?
I love my dog.
#TheSoundboard

Who is this guy?
I hate coffee.
#TheSoundboard

Who is this guy?
I met this guy once.
#TheSoundboard

What would you say you do here?
#TheSoundboard

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.
#TheSoundboard
Rockhouse Partners

#TheSoundboard
Some of the 100+ entertainment brands we call
friends
Rockhouse Partners

#TheSoundboard
1. Help entertainment properties sell more
tickets.

#TheSoundboard
tickets.
2. Capture data on prospective ticket buyers.

#TheSoundboard
tickets.
3. Generate buzz & awareness about events.

#TheSoundboard
tickets.
3. Generate buzz & awareness about events.
4. Increase the value of sponsorships.

What’s in this for YOU?!
#TheSoundboard
6 Cases of Strategies & Tactics
You Can Use For Your Own Events

Optimize Website for Sales
#TheSoundboard
Your website is your storefront.

#TheSoundboard
HOMEPAGE
100% of Audience With Intent to
Purchase
0% of Audience Lost

#TheSoundboard
HOMEPAGE
Purchase
34% of Audience Lost CLICK 2
66% of Audience with
Intent to Purchase
0% of Audience Lost

#TheSoundboard
HOMEPAGE
Purchase
34% of Audience Lost
CLICK 2
Intent to Purchase
CLICK 3
Intent to Purchase
0% of Audience Lost

#TheSoundboard
HOMEPAGE
Purchase
CLICK 2
Intent to Purchase
BUY TIX
CLICK 3
Intent to Purchase
CLICK 4
29% of Audience
0% of Audience Lost

#TheSoundboard
CASE STUDY #1: Jam Productions

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

#TheSoundboard
Solutions:
Strong Calls-to-Action
- Visually striking and consistent CTAs
- No more than two clicks away from buying a ticket

#TheSoundboard
Email Collection on Every Page
- One field entry process quickly captures subscribers
Solutions:

#TheSoundboard
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:

#TheSoundboard
Mobile Friendly
Over 20% of traffic to
JamUSA.com is from a mobile
device and growing!
Solutions:

#TheSoundboard
4 Sites In 1
- Each venue lives as interior pages within JamUSA.com
Solutions:

#TheSoundboard
Results:
1. Visits increased by over 264%
2. Google Traffic increased by 961%
3. Traffic to ticket purchase pages increased by 15%

#TheSoundboard
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

Grow Quality Email Database
#TheSoundboard
Email has a higher ROI
than all other forms of push marketing.

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

#TheSoundboard
CASE STUDY #2: X Games Austin

#TheSoundboard
Challenge:
Quickly grow an
email database of
qualified prospects.

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

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

#TheSoundboard
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

#TheSoundboard
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:

#TheSoundboard
CASE STUDY #3: Music City Bowl
Monetize Email Database

#TheSoundboard
Challenge:
Sell expensive VIP
packages.

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

#TheSoundboard
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

Generate Awareness on Social
#TheSoundboard
Build buzz with compelling content!

#TheSoundboard
CASE STUDY #4: Wisconsin Beer Lover’s Festival

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

#TheSoundboard
Solution:
Memes and Fill-
in-the-Blanks

#TheSoundboard
Solution:
Like vs. Share
and
RT vs. Favorite

#TheSoundboard
Solution: Behind-the-Scenes Photos

#TheSoundboard
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

#TheSoundboard
CASE STUDY #5: Circuit of The Americas
Manage Reputation & Customers

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

#TheSoundboard
 120,000x

#TheSoundboard
Solution:
Act quickly and
proactively!

#TheSoundboard
Results:

#TheSoundboard
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

#TheSoundboard
CASE STUDY #6: Headliners Music Hall
The Afterglow

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

#TheSoundboard
The Afterglow
Solution:

#TheSoundboard
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

hello@rockhousepartners.com
631 2nd Avenue South
Suite 2R
Nashville, TN 37210
twitter.com/rhpartners

The Soundboard: Rockhouse Partners Case Studies

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The Soundboard: Rockhouse Partners Case Studies