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Small Business Makeover: Finding the Ticket to Smarter Marketing

Wednesday, July 3, 2013   (0 Comments)
Miami Herald (06/04/13) Laviolette, Julie Landry

Florida-based Complete Ticket Solutions has won lucrative contracts to handle ticketing operations for about 65 to 80 events annually. The company's clients include the National Football League, the University of Miami, and the Homestead Speedway. Despite such growth, company president Danny Katz maintains that "we don’t know how to properly market ourselves to our own clients," relying primarily on word-of-mouth referrals to attract business. To address this issue, the nonprofit mentoring organization Broward SCORE was called in. A major challenge for Complete Ticket Solutions was the lack of a clear grip on its target market, and it was the SCORE team's recommendation that the company identify this market by determining how much of the $6.4 billion per year U.S. event industry they wanted to capture. Katz says they have learned to think more strategically, weighing the worth of out-of-town events, which are big sources of revenue, with less profitable but prestige events such as the NFL Experience. The next step the SCORE team advised was reassessing the marketing budget from a return-on-investment perspective, and adding public relations to the marketing effort. Another SCORE team suggestion was the use of pre- and post-event surveys to gain insights about customer needs, identify opportunities to cross-sell, and promote other services.

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