Ticketmaster is a world ticket gross sales and distribution firm. Its success relies on its prospects shopping for tickets to varied occasions equivalent to live shows and sporting occasions. Buyer consciousness of such occasions is among the situations for ticket gross sales. Ticketmaster has quite a few advertising and marketing ways in its arsenal. It wished so as to add one other channel to its advertising and marketing combine that may enable the corporate to ship extremely focused internet push notifications to its current in addition to new prospects.
Mission
Improve gross sales utilising Pushly as a brand new advertising and marketing channel by concentrating on Ticketmaster’s current prospects, primarily based on their earlier behaviours and new customers who had by no means purchased from Ticketmaster earlier than.
Problem
Ticketmaster is an apparent juggernaut, serving a excessive variety of prospects. The present constructions and processes of the web site wanted to be taken under consideration. Particularly, the brand new advertising and marketing platform needed to combine properly with Ticketmaster’s advertising and marketing tech stack, which does embody proprietary software program along with different tech companions. Moreover, Pushly must coordinate with completely different groups to realize easy integration, together with the technical advertising and marketing workforce, product workforce, CRM workforce, and extra.
Technical integration
Pushly took on the heavy lifting when it got here to technical features of integrating its platform into the present workflow of Ticketmaster. This allowed Ticketmaster’s groups to proceed working with out interruptions, having the choice to become involved extra closely when wanted.
Marketing campaign set-up
Net push notifications have been set to reach to customers’ units. The messages have been extremely customised, concentrating on two various kinds of audiences: current prospects and new prospects.
For current prospects, Pushly, utilising first-party information supplied by Ticketmaster, arrange campaigns with the next options:
- Net push messages that may match the consumer’s earlier pursuits primarily based on artist/workforce, venue location, and extra.
- Quite a lot of completely different campaigns are consistently being executed inclusive of A/B testing together with/however not restricted to retargeting primarily based on customers’ web site searching behaviour, abandoned-cart reminders, tour date releases, customized artist choices, venue choices, and bespoke sponsor choices.
Information monitoring
Pushly supplied Ticketmaster with automated studies primarily based on customised parameters. It eradicated the necessity for Ticketmaster’s workforce to achieve out to Pushly and request the info manually. The information has been fed immediately into their dashboards.
Some parameters Pushly set to trace are:
- Time of buy
- LTV of customers who did or didn’t go into particular campaigns, feeding into Ticketmaster’s different advertising and marketing channels.
- A/B testing with completely different photos and duplicate for campaigns.
Outcomes
Because of Pushly’s integration into Ticketmaster’s workflow, Ticketmaster now had a brand new acquisition channel for brand new prospects. Additional, the adoption of Pushly resulted within the following metrics:
- Elevated opt-in charges to obtain internet push notifications exceeded expectations and preliminary modelling
- CTR on campaigns, together with cart abandonment, exceeded related campaigns in different channels
- Inside the first 6 months, Pushly has exceeded all of Ticketmaster’s expectations in serving to to make new first-party connections, driving materials incremental Gross Merchandise Worth, and driving new buyer acquisition.
Backside line is, Pushly has grow to be a well-integrated addition to Ticketmaster’s current advertising and marketing technique, providing internet push notifications to its customers. Because of this, Ticketmaster’s gross sales noticed a cloth improve, assembly the mission’s goal.
