How many silver linings have you found through the Covid-19 pandemic?
One benefit is that it has resulted in a huge technology accelerator across industries, and especially for online ticket sales for venues.
During COVID, venues that could open were requiring 100% of their tickets to be purchased pre-arrival and online. Pre-COVID, our estimates seemed more like 30-50% of overall ticket sales. Once things return to normal – or as normal as they are going to get, we believe that around 70% of purchases will continue to be online.
So how can we leverage that data to increase visitation and per caps through digital engagement and personalization?
By using our 4-Step framework, we can build actionable programs/tactics that align with the venue's core priorities.
Recency: Provide a reason to book now
Frequency: Drive repeat visitation
Duration: Increase length of stay
Spend: Spend/Give more per visit