Your Own Online Box Office System and More
Not many things in life are free. But the Internet as a distribution system is. It is well on the way to becoming the most important marketing tool. James D. Fisher, president of IdeaStar Inc., (http://www.ideastar.com) in association with Galathea STS ticketing (http://www.galatheasts.com/) of London, presented “Enhancing Your Web Marketing Channel for Increased Ticket Sales” recently during Venue Expo Europe 2006 in Munich.
Munich, Germany (PRWEB) May 16, 2006 -- Not many things in life are free. But the Internet as a distribution system is. It is well on the way to becoming the most important marketing tool.
James D. Fisher, president of IdeaStar Inc.,(http://www.ideastar.com) in association with Galathea STS (http://www.galatheasts.com/) ticketing of London, presented “Enhancing Your Web Marketing Channel for Increased Ticket Sales” recently during Venue Expo Europe 2006 (http://www.venueexpo.com/eventdetails/79/) in Munich. The conference serves as Europe’s definitive meeting for sports and entertainment professionals, focusing on stadium and entertainment facilities management.
The event unites marketers, investors, owners and operators from around the world to meet, network and become more informed about various aspects of the industry. IdeaStar is a Web development company which designs, develops, maintains and promotes interactive Web sites for the sports and performing arts entertainment industries.
Mr. Fisher's presentation concentrated on online ticketing and effective Web site use. “There is a new reality in the ticketing business because of the Web. With the Internet serving as a free distribution service, tickets can be marketed, sold and delivered online,” Mr. Fisher said. “And with that, events organizations can have their own online box office which allows them to capture the entire price of a ticket – no more fees to third party ticket systems.”
IdeaStar has built and connected e-commerce ticketing systems and marketing Web sites for The Cleveland Orchestra, the Ravinia Festival, the 2004 International Children’s Games and Cultural Festival, the Cleveland Playhouse Square Foundation, University of New Mexico and other sports and performing arts organizations. In regards to Web site design, Mr. Fisher said it is important not to make the user think. “A Web site needs to be easy-to-read, easy-to-navigate, and include useful information. Calendars are very important for venue sites. Frequently used by viewers, calendars can link to event listings, link to ticket sales, or cross sell other events,” Mr. Fisher said.
As a sales tool, a Web site needs simple and concise instructions for ticket purchasing. Anything less will lose the sale. It is also important not to include advertising on sales pages. “That tends to make the buyer lose focus,” Mr. Fisher said.
And how well can an online box office work? Mr. Fisher used the Ravinia Festival (http://www.ravinia.com) as an example. The summer home of the Chicago Symphony Orchestra uses Galathea’s ENTA Connect online ticketing system. On the organization’s first day of ticket sales in April this year, 52,000 tickets were sold, or 10 percent of its annual sales, Mr. Fisher said. “And even better, Ravinia saved fees it would have had to pay to a third party service.”
Mr. Fisher discussed the importance of including search engine marketing for an events Web site. “Many events organization Web sites are not currently search engine ready. They should be, because it draws visitors – potential customers – from outside the area,” Mr. Fisher said. “Title tags, meta tags, and the use of keywords are extremely important.” And while Flash Web sites, may be pretty, search engines don’t like them. “The goal is to be on the first page for your key words on every major search engine so potential customers can find out about events,” Mr. Fisher said.
He added the use of press releases through news wires, such as PR Web, is very useful. “Your press release will be picked up by thousands of Web sites, and link back to your Web site. The search engines love that,” Mr. Fisher said.
Other powerful tools for event and venue marketing include blogs and podcasts. “Ravinia uses them for backstage interviews, reviews, performance samples and more. Combined with the use of RSS feeds, people can sign up to receive information,” Mr. Fisher said.
View Ravinia’s blog (http://raviniafestival.blogspot.com/) and podcasts (http://www.ravinia.org/PodCast.aspx).
About IdeaStar Inc.:
IdeaStar Inc., based in Cleveland, OH, is a leader in the design, development, management and promotion of leading edge Web sites. For more information, contact Laurel Baldwin at 216-674-1600 ext. 110. Or, visit IdeaStar online. (http://www.ideastar.com)
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