Had the pleasure of being a guest on the twitter chat #social4tixsales tonight. In case you missed it, here’s the Q&A. Keep in mind, this is Twitter, so i didn’t have alot of characters to expand upon.
Q1A What % of your marketing mix are focused on tickets? 75-80%. We do a little branding to kick off the season but then it’s all about selling tickets.
Q1B And to take that a step further, what % do you focus on single game? Season? Partial? Group? Premium?Usually about 60-70% is single game and the rest is packages.
Q2. How closely do you work with the ticket sales department when developing concepts/ideas?We work together on everything. Tons of pre-season planning & we have weekly meetings to know what the sales focus is.
Q3A Do you believe in direct mail? & what are a few keys to using it well?Yes! I believe in targeted direct mail. Now, more than before as getting “mail” these days is actually a novelty. The right message to the right people can have a huge impact.
Q3B How do you determine the investment per direct mail piece versus the cost of the package you are selling? In general we try to get a 4:1 return on direct mail. We also do a lot of sample testing to make sure we have the right mix.
Q4A How much emphasize do you put on using social media? Social media is incorporated into everything that we do. It’s always part of the marketing mix on all sales initiatives.
Q4B How do you think sales reps can use social media better to develop leads and sell more tickets? Like anything else, YOU are a brand. Form relationships and soft sell when you can. Or set up groups of like minded people you can network with.
Q5: What are your top 5 marketing channels relating to ticket sales, in order please? Some of this is hard to measure so a lot of this is my gut feeling but…
Digital, TV, Email, Social, Direct Mail.
Keeping an eye on Mobile. Our creative is strong so i like channels that can “show our sport” through video.
Q6: When launching a specific sales effort, how many channels & touches do you need on average before making a sale? I’m not sure this applies anymore. I used to hear 7x to get them to buy. I’m more interested in what medium made them take action and hitting them up in multiple channels with the same message.