Event Tickets


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Contents:

Overview
Benefits
Limitations
Costs
Reach & Frequency
Impact
Examples and Stories
References

Overview:


Advertisements are all around us. We see them on television, billboards, the internet, and all other types of mass media. It is easy to forget about the nontraditional types of advertising that can have just as great of an impact as main stream forms of media. With ticket advertising, the ads are placed on a much smaller scale; however, they are able to target certain audiences and markets directly. Ticket advertising is when companies and businesses pay to place their logo or promotional coupon on ticket stubs. It is then their hope that the consumer takes notice to that small advertisement that is kept in their possession and it leads to some sort of brand loyalty or revenue. Ticket advertising is used for all sorts of events and involves design and artwork, campaign planning, printing and distribution. These ads can be found on sporting event tickets, entertainment event tickets, public transportation tickets, plane tickets as well as valet car service tickets.

Benefits:



Tickets are the most important thing to have when going to events because one will be denied access into the event without them! Therefore, an ad on a ticket insures that your company’s promotion can’t just simply be thrown away in the garbage. When we think of large sales opportunities and marketing events such as the Super Bowl, we automatically associate television commercials with the major advertising taking place. This isn’t necessarily true because there are advertisements going on well before the big game. Football fanatics and doing all but selling their own limbs to get their hands on these tickets. This is why putting your advertisement on such a valuable piece of paper is so beneficial. Every person who fills the seats of whatever venue chosen to advertise with will at least visually see your advertisement or logo. Events like the Super Bowl and FIFA’s World Cup will always carry an advantage because the level of attendance will never go down so you will never lose access to your audience (Levak, K pg 20.)

Limitations:



One of the limitations of ticket advertising is the physical size of the ad. While the consumer does initially need the ticket to enter an event, the ticket may lose its importance value after it is used at a gate or check in. This causes the consumer to be careless with the ticket and it can be easily lost or misplaced along with the advertisement. This means that the consumer is no longer engaged in the promotion.

Cost:



Many of these promotional advertisements also benefit the consumer, because they usually involve some sort of give-away or deal. In the UK, Burger King launched a “buy one whopper, get another one for free” promotional campaign with public transportation ticketing. In a distribution period of only 14 days at one bus depot, they saw nearly 7,000 people actually using their coupons in a period of 12 weeks.
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This was of little cost to them because they only paid a small amount to actually place their ads on the bus tickets. Most of the cost came from giving away the free whoppers which still was a small price to pay in exchange for consumer’s brand loyalty. Instead of going to a competitor such as McDonalds to eat, the consumers were taking advantage of Burger King’s coupon and giving them their business. Most of the cost associated with ticket advertising depends on the giveaway the advertiser is promoting.

Reach and Frequency:



With ticket advertising, one is able to hit their target audience almost dead on the nose. It is easy to segment what kind of people you want to get your message out to based on what kind of events they are attending. For example, if you wanted to reach a more upper class audience, then advertising on things like valet tickets is an effective method. Companies like ValetAds provide advertisers the chance to include almost a whole brochure of your advertisement for consumers using their valet services.
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This would cater to a wealthier audience and help reach out to your target market. The fast food chain, Taco Bell, launched a promotion with the release of “Transformers-Revenge of the Fallen” and “Public Enemies” on their movie premier tickets in hopes to attract their target audience of young, male viewers (1 Brandau, M).

Season ticket holders for all sporting and entertainment events are the ones who are constantly experiencing and engaging in ticket advertising. This is where the frequency of a ticket advertisement comes into play. If one is constantly seeing the ad on the ticket of every event, game or show they attend it assists in increasing brand awareness and frequency.

We also see the pulsing strategy with ticket advertising. There are peak months for every different type of event. The amount of advertising, as well as the timing of the advertising has a lot to do with what type of ticket you are trying to advertise on. Tickets for things such as public transportation have steady revenue, because they are used daily. On the other hand if you are only looking to advertise for a few months, then sporting events and entertainment shows are the way to go, if they are in season.


Impact of Advertising on Tickets:



Promotional advertising on tickets can impact both the advertiser as well as the venue. Some company’s do their giveaways on tickets, but they may be geared towards more loyal brand users. Advertisers may do contests where only a handful of people actually receive the benefit on the ticket; however they must actually be present at the venue to receive their prize. For example, some contests may involve scratch of tickets in which consumers are encouraged to keep buying tickets in order to win.



Examples and Stories:


After the Olympics in Beijing, London is trying really hard to up the antics for the upcoming 2012 games. They only way that they can achieve this is through promotions and increased revenue. (3 Scott, M).

Travel Company, Thomas Cook has already signed a cash deal with the 2012 Olympic Games in London. Their company will be featured directly on Olympic brochures and tickets. They will be providing people with cheaper airfare, accommodations as well as tickets to the games. With this deal, Thomas Cook will receive 3% of the tickets for the games which equals out to be 250,000 tickets that they will be giving out in travel packages all in their name. This also helps the London Game’s ticketing strategy to be sure that all the stadiums are nearly full for the games. (LEISURE) We see here that both parties are benefiting from this deal. Thomas Cook get’s their name out while the Olympics see an increase in ticket sales.

References:


Brandau, M.. (2009, August). Silver-screen ads a golden opportunity. Nation's Restaurant News, 43(29), 1,14. Retrieved November 15, 2010, from ABI/INFORM Global. (Document ID: 1843582491).


LEISURE: Thomas Cook plans major push for its Olympic tie-in. (2009, October). Marketing Week,8. Retrieved November 17, 2010, from ABI/INFORM Global. (Document ID: 1883929541).


Levack, K.. (2009, October). THE BIG TIME. Successful Meetings, 58(11), 14-16,18,20,22. Retrieved November 15, 2010, from ABI/INFORM Global. (Document ID: 1876357071).

Scott, M. (2008). London Games 2012: Lessons from Beijing. BusinessWeek Online, 12. Retrieved from Academic Search Complete database.




Ticketmedia - Burger King Folkestone Campaign. (n.d.). Ticketmedia - Home of Ticket Advertising and Marketing. Retrieved November 17, 2010, from http://www.ticketmedia.com/campaigns/our-clients/fast-food/burger-king.html