A look at how the interaction with customers has changed over the past twenty years and what we could expect in the future. How are companies coping with higher customer expectations for speedier gratification at the press of a button. The session will focus on: - The ever changing live event ticketing industry - International Brand Marketing - Cost of convenience and customer satisfaction

1. The Evolution Of Customer Journey At Feld Entertainment
Steven Armstrong
Vice President - Europe, Middle East, Africa

3. Managing brands around the world

4. Past, Present and Future
▪ Where were we a few years back
▪ Where are we in 2018
▪ Where could we be soon

5. 1999 customer journey
▪ Customers saw TV and heard radio
spots
▪ They investigated in the newspaper
▪ They bought tickets at the box office
▪ They then went to the show
▪ ..and hopefully repeated the process
the next year

6. The Customer journey starts much earlier
nowadays
It starts even before they have arrived:
▪ Post-purchase but pre-arrival
▪ Brand-warm audience
▪ Receptive to your message
▪ Foster relationships
▪ Build engagement
▪ Create excitement
▪ Be seamless, be consistent

7. Their journey has
changed forever

8. Ticketing systems then vs now
Then:
▪ Box Office Sales in Arena only
▪ Occasional Telephone sales
▪ Low flexibility on scaling
Now:
▪ Various per market but mostly online sales
▪ Multiple ticketing systems
▪ Flexibility on seating
▪ Seat options like with airplane
▪ Upsell opportunities
▪ Some Box Office Sales
▪ Telephone sales only for special needs
▪ high flexibility on scaling and increasing ATP
▪ Dynamic pricing
▪ Issues with secondary pricing

10. Creative thinking outside the box in this industry?

11. Pay Per Laugh | Teatreneu club, Barcelona | The Cyranos McCann

12. ...clearly the internet changed
everything
...a new generation of potential
customers who have never lived
without the internet
…and they love their smartphones

13. DRINK SEX
CARS FRIENDS

14. Interest and desire to use new mobile technology for premium servicing, upgrades and
replacing paper-based services continues to rise giving venues and brands huge revenue
opportunities.
Smart phone useage in-venue at live events
46% are interested in
upgrading their seats
(3% already have)Upgrade
32% are interested in ordering
merchandise and having it delivered (3%
already have)
42% are interested in ordering
food/drinks and having them delivered
(5% already have)
46% are interested in scanning
their event ticket (e-ticket)
(22% already have)Scan
51% are interested in
receiving discounts on food and
merchandising (11% already have)
Discount

15. 71%
buy tickets
84%
of live event
goers have a
smartphone
93%
search for tickets
on a smartphone
54%
share on facebook
20%
tweet about it
56%
use mobile web
to find venue
information
81%
take photos
or videos
37%
want apps that
provide venue
and event info
46 %
want to use
mobile
eTickets
46%
want seat or
experience
upgrades
Smart phones and live events customers

16. Now we have a new connected customer lifecycle
The new
(digital)
customer
journey
Discover
Consider
Purchase
Extend
Share
Contribute
DISCOVER
Make my life easier, better, simpler
CONSIDER
Shape the experience around me
PURCHASE
Offer me everything I’m entitled to
EXTEND
Nurture me beyond selling
SHARE
Enhance our networks together
CONTRIBUTE
More than just reviews & comments

17. The Role of TV in today’s advertising
1979
Buggles released “Video killed
the radio star” – Radio still
exists but the role is different..
Will Internet kill TV?
Change
Fake
News
Trustworthy & Reliable
If event is on TV it is more credible
Multiple screens
Additional medium for sending
the message
TV
iPad
Phone

18. Changes in TV advertising
Netflix saves children from an average of
150 hours of commercials every year.
82% of kids in Netflix only homes don’t
know what commercials are while
38% of kids in regular television homes
don’t know what commercials are
Rapid changes in digital

19. So what it means for the advertiser?

20. Shift in spend on advertising

21. Perfect mix of Digital and traditional media
▪ Digital needs to assume the responsibility and cost of brand
safety
▪ To provide advertisers with more control, visibility, and the
assurance that they are being positioned appropriately
▪ 2018 could see more and more brands come back to or
increasing investments in TV.

22. So what will future bring?

23. Future starts today
Start
today!
“The journey of a thousand miles starts with a single step” (Laozi).
Shoot for
the moon
“The greatest danger for most of us is not that our aim is too high and we
miss it but that it is too low and we reach it” (Michelangelo)..
Baby steps
“No one ever got to the top of a mountain in one giant jump” (Doe
Zantamata).
Get
organised
“I can do things you cannot, you can do things I cannot; together we can do
great things” (Mother Theresa)
Change
your
mindset
“If you don’t like change, you’re going to like irrelevance even less” (General
Eric Shinseki)

24. Put simply
Know your audience
Don’t be afraid to adapt to the customer
Think ahead

25. Thank you
Steven Armstrong
Vice President - Europe, Middle East, Africa