TheMarketingSite.com

Feria Ticket

Description

PRODUCT OR SERVICE
Feria Ticket is a ticket sales service to any type of event. We developed the campaign with the aim of launching and creating awareness of this new service to all entertainment and sports events production houses.

Feria Ticket is a system that benefits the production house, the brand, and client.

DEFINITION OF AUDIENCE
Production houses for events, shows, concerts, and sports events were invited to the launch. The goal was to present the benefits of this new concept, as much for them as organizers, as for their clients.

TARGET AUDIENCE SIZE
under 1,000

COUNTRY WHERE CAMPAIGN RAN
Santiago, Chile

Strategy

MARKETPLACE CHALLENGE
Before then, Ticketmaster was a monopoly in this category, and the advantage of Feria Ticket is that all transactions can be conducted online, securely and comfortably. Additionally, the production house can monitor its sales results online and in real time. Clients can choose the location, and receive tickets comfortably wherever they choose.

MARKETING STRATEGY
The strategy  was to invite them and communicate the benefits of this new service at once. They received part of the invitation by hand, and the second part was to be found in a Web site. In this way we showed them that we would be the first company capable of selling all type of tickets, 100% online. The event itself began with a small concert, where we conveyed to them that in the same easy way they got there, their clients would arrive at the different events.

MARKETING TACTICS
We developed a campaign launch event, to which we invited key production houses, to which we were interested in communicating the new service. A small concert was organized and we presented the new service and all its benefits. We sent the first part of the invitation two weeks before the event, and people accessed the Web site to view the second part. We then used telemarketing for confirmation.

CREATIVE STRATEGY
FERIA DEL DISCO
Feria ticket is a concert ticket provider. Tickets can be purchased at Feria del Disco stores or by Internet, which is easier, faster, and more comfortable.

We were asked to communicate these attributes in the invitation for the launch event. To achieve this we focused on the process being so easy that we even tear the ticket for you. Invitees to the launch event received half an invitation. They then had to enter the Feria Ticket site to find the where, date, place information for the event, giving them the opportunity to experience the site and how to buy tickets on the Web.The creative strategy consisted of making evident how slow the process of going to the store, and queuing and wasting time was. Therefore, through the invitation itself the target experienced the benefits of this new service.



Results

RESULTS
Out of 350 invitees,  240 came. Feria Ticket began operating, adding various events, equivalent to 10% of the ongoing events. Additionally, it sold tickets to one of the most important tennis tournaments in Chile and numerous other events.

TOTAL COST
  • Test
  • under $50,000
PRODUCTION COST INFORMATION
The production of the event cost $9,800.
The production and mailing of the invitation cost $700.

OTHER COST INFORMATION
There were no other costs involved.

Advertiser / Agency

Advertiser:  Feria del Disco
Contact: Hernn Gonzlez
Title: General Manager

Agency:  OgilvyOne
Contact: Diego Domingo
Title: Creative Director

Five top tips for solving staffing woes of modern retailers

Retailers face a unique blend of challenges when it comes to staffing.
In a highly distributed business environment, consisting of headquarters, distribution centres and stores - personnel turnover and seasonal fluctuations are a constant headache...read more

Vicinity Media targets rapid growth through private equity deal

Johannesburg based digital media company Business Positioning Systems (BPS) has announced a private equity deal with ex RMB heavy weights to fund the expansion of recently formed business Vicinity Media. ..read more

FNB scoops STRONGEST BRAND title

FNB was yet again named as the strongest brand in the 2014 Brand Finance South Africa Annual Survey. The bank successfully increased and further cemented its brand value in 2014. The survey sited that this contribution pushes the banks ‘help’ strategy, encouraging its customers to make a difference in the communities around them...read more

[Campaign] Centrum® Guardians living life at 100% for seven years running

The campaign for Pfizer Consumer Healthcare and Centrum®, the world’s number one multivitamin, helped achieve a 17.7% increase in sales in 2008 at the end of year one and last year contributed to a consumer off-take growth (volume) for the project period of 18%, with years of solid gains in between...read more

JWT Cape Town on the move

As JWT celebrates its 150th anniversary this year around the globe, JWT Cape Town has one more reason to commemorate 2014 as a special year in the agency’s history...read more