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RPTM EXAM 3
Terms in this set (73)
What are the two types of public assembly marketing?
Facility and Event
What is sales?
Selling commercial rights and tickets
3 parts of marketing an event
Advertising the facility and its events
Publicity & promotion
What is the primary (administrative) purpose of any public assembly facility?
to book the facility
What is the primary (event management) purpose of every pc assembly facility?
the safety and security of customers...
What is the key to successfully booking events?
established industry relationships
Parts of a marketing plan? (7)
Figure out the benefit to the consumer
Define your position in the marketplace (How many arenas or theaters?)
Who is your target market?
Create an advertising strategy
What is your budget? (dictated by promoter, part of expenses of event)
Channels of media buying
Measures radio listening across the country
Radio stations depend on the radio ratings to decide what to put on the air (Busiest times - drive times - Advertisers know it, prices jacked up)
#1 radio show
The Howard Stern Show
Provides television audience estimates for broadcast and cable networks, television stations, national syndicates, regional cable television systems, satellite providers, advertisers and advertising agencies
o Based on ratings, will tell how much will cost to advertise on network
o Median age of broadcast viewers has increased from 41 to 54
Newspaper & magazines number of copies distributed per day
This number is the primary factors in determining advertising rates
most expensive print ad?
Designated Market Area (DMA)
Codes ranked in numerical order based upon the number of households within the geographical area designated by the Bureau of the Census
o 001 - NYC
o103 - State College, Altoona, Johnstown
Importance of impressons
The more times people see an ad, the more likely it is to have an impact. The optical number seems to change based on the industry and creative effectiveness, but results seem to indicate that a frequency of five impressions per target is the most efficient
How many impressions per target is most efficient?
You can't improve what you don't measure
Who are your visitors?
Where are they coming from?
Retargeting ads to follow you from search engines
Cost per Impression (CPI)
Applied to web banners, text links, e-mail spam, opt-in email advertising, pop-up flash & video advertising
Cost per Click Through (CPC)
Advertisers only pay when a user clicks on an advertisement to view the page
What is national awareness?
Managers of public assembly facilities seek to book attractions that appeal to one or more segments of their population base
What is public relations?
Creating goodwill for a person or institution
Public relations helps an organization and its clients adapt mutually to each other
What is research? (for PR)
determining attitudes and behaviors of the public in order to plan, implement and measure activities to influence or change the attitudes and behaviors
What are the key components for publicity?
What is a press release?
The official announcement from the public assembly facility
Journalists love having a few articles ready for publication with minumum effort on their part. In fact, they are frequently asked to provide a few lines at short notice. So write your press release keeping in mind that news is featured by the 5 W's: Who, what, why, where, when
Why is media relations important?
Favorable exposure in the media to bolster the perceptions of your targeted audiences
Publishers, news ,arts & sports editors, program directors, writers, sales reps
Best for generating stunts
kids and animals
What is publicity?
disseminating planned messages through selected media without payment to further an organization's interests
What is public participation?
stimulating an interest in an organization or event by means of a focused "happening". Also, activities designed to enable an organization to listen to and interact with the public
How PR helps a facility?
Paves the way for the sale of an event
Provides a facility with new opportunities (the people involved in PR interact with more internal and external audiences than anyone else in the organization)
Help protect the present position when a facility is under attack
What is issues management?
identifying and addressing issues of public concern in which an organization is, or should be concerned
What is primary ticketing?
sold through venue
What is secondary ticketing?
resale market, primary scalpers (through sometimes promoter/artist)
What is ancillary income?
upsell opportunities in conjunction with the artist through VIP experience, fan club, platinum sales, post-sale holds, etc.
• Parking, etc. are kept with the building and not shared with artist
What was a big step for ticketing?
1972 - Arizona State University & Select a Seat debuts
o first computerized ticketing platform in the nation
o only printed on demand as a ticket was sold
o big step for ticketing
When was a service charge added (by who)?
• 1974 - Bay Area Seating Service - added a $0.50 service charge
o took tickets to different places to sell, allow patrons to buy tickets at other places than the venue
o service charge for bringing the tickets all over (shipping charges, gas)
What happened in 1975?
computicket technology allows box office and retail outlets to sell ALL inventory from same system
When and how did ticketmaster debut?
1983 with the US Festival
Why has ticket master been the dominant technology since the 90s?
Lock up buildings/ promoters in exclusivity contracts
• If you sign up with ticketmaster, you can only use ticketmaster to sell your tickets
Live Nation developed its own ticketing system in 2005 - Phish onsale in 2009
• Servers couldn't handle the volume, crashed
Bought by Live Nation in 2010 with approval from DoJ
specific section, row seat assured for event. Majority of arena/ stadiums/theaters use this model
general admission, standing room only (typically) festivals, clubs and sometimes arenas
% or number of tickets available at each price level, helps promoters to determine Gross potential for a show
Artist/ Team popularity determines what the promoter/GM can set ticket prices at
What are flex sections?
sections not initially onsale that can be priced later based on strength of sale
What are some scheduling/ pricing discounts?
Offering % of tickets at cheaper price early in the onsale or presale period
Day of show pricing (Jacking up price the day of show - encourage people to purchase early - lets promoters see how much they will make before the day of show)
Family shows in particular - multiple discounts, offers, special pricing (military, youth/ senior, sponsors, etc.)
Typically spelled out in a tour's ticketing instruction letter for artist, support, promoter, sponsor, marketing, house, fan club, record company, etc.
These holds can be processed as comps or CODs (charged on delivery)
Comps will impact Gross Potential
Offered to fan clubs, sponsors, promoter/ venue distribution lists
Usually password protected, with 10-90% of the house available through presale
Most major tours offer multiple presales, track able through sales codes to determine effectiveness
per ticket fee structure
composed of base "convenience fee" and can include credit card fees, promoter bump, artist bump
Who gets base convenience fee?
usually split between venue and ticketing provider, other fees to venue/ promoter/ artist
What is per order fee structure? Who is it split between?
one time charge to offset box office expenses. Split between venue and ticketing provider.
can be assessed even if patron chooses to print at home, mobile delivery or will call
What type of fees are typically built into the ticket price and negotiated with promoter?
facility fees and taxes
What is a facility fee?
charge from the building to offset maintenance, wear & tear, operations
Taxes (3 kinds)
state and/or local "impact fee", assessed at a flat rate, percentage or sliding scale ($0.50/$10.00 increment in ticket price - BJC)
Reality of brokers
organized and networked
Rely heavily on the internet and often work from home
o Many do have physical office locations
Primarily valid tickets sold - barcoded tickets helped to prevent fraud and also makes transferring tickets easier
Use ticketing knowledge as a primary means of securing seats
Are broker actions legal?
Yes - Laws vary from state to state on resale, depending on where the TRANSACTION occurs
What is speculative ticketing?
Listing tickets for sale not in your possession at high prices in the hopes of finding someone to buy
Descriptions promise exact seats or better
Inflated price to account for ticket purchase (potentially from another broker) and profit
Once sale is made, broker secures and forwards tickets
How to join ticket scalpers?
Ticket exchange, post sales, VIP Ticketing
Good source of ancillary revenue, allowing tours to offer enhanced customer experiences/ scalp their own tickets
Preshow - way to connect with fans
TM purchased TicketsNow, broker site in 2009
TM+ - resell through primary ticketing site (Ticketmaster)
Post Sale - inventory held for patrons to purchase
How to fight ticket scalpers?
Don't do presale, unless you've got an established fan club you can manage
Issue paperless tickets
Ticket limits, OTL (Over the Limit) sweeps
• Delivery delay after you go on sale - allows ticketing company to review order and make sure no one ordered more than limit allows
Will call only
What is spin doctoring?
stressing positive points of an inquiry that can be used negatively
What are are two basic types of revenue for a building ?
Primary revenue (rent)
What are the three types of ancillary revenue?
What are the two types of promoter related ancillary income?
What are the four types of customer related ancillary income?
food and beverage service
What has become one of the most significant forms of ancillary revenue in a public assembly facility ?
premium and fan club seating
Why are food and beverage services so important?
Most of ticket money goes to team or artist, have to charge high prices for food and drinks to make money
What is the avg. spending at BJC at concessions?
What is the average for buildings that sell alcohol?
What are the two primary options when it comes to the management of the food service operation?
In-house and contract
advantages of self-operation
Ability to retain control
Ability to retain flexibility
advantages of private contractors (3)
Capital investment management
Use of proven systems and personnel
Provides liability protection
What are the three basic types of merchandise contract agreements?
• More work - cannot determine till after show starts
Percentage of sales
• More fair
What is sponsorship?
to support an event, activity, person or organization financially or through the provisions of products and services
What are three additional revenue streams (of sponsors)?
Why do companies become partners with venues?
Shape Consumer Attitudes
Communicate commitment to a particular lifestyle
• Redbull - Xgames, Xtreme sports
Showcase product attributes
Combat larger ad budgets of competitors
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