Pro Sports Teams Want ‘Big Data’ and Targeted Deals in Ticket Marketing | Mobile Marketing Watch
Just because teams try to 'go it alone' without a formal relationship with third party resellers like StubHub, it won't make these outside resellers go away. StubHub et.al. will continue to provide platforms for the reselling of tickets and teams will find themselves active participants in the confusing of their own customers. Last year the Yankees were partners with StubHub, this year with Ticketmaster. Last year StubHub was safe and approved, but this year only Ticketmaster is 'safe' (per Yankees marketing info)? How disingenuous can you be with your own customers?
Big Data, CRM, and dynamic pricing are only the latest tools designed to extract the most amount of cash as possible from fans. They do nothing to broaden the market or help to develop, maintain and grow the prospective customer base.
Since the financial meltdown of 2007-2008, the national economy has been roiled, unemployment has risen to long lasting and dangerous levels, and the entertainment industry has distinguished itself by trying to squeeze every last penny from it's already stressed constituencies. The result has been stagnancy and lately, a wide and pervasive drop in attendance from MLB to the Metropolitan Opera, to Broadway. Is it any coincidence that these trends coincide with the rise of dynamic pricing?
Charging more for less may be a recipe for short term increase in revenue, but it is a recipe for disaster for the long term.
Just because teams try to 'go it alone' without a formal relationship with third party resellers like StubHub, it won't make these outside resellers go away. StubHub et.al. will continue to provide platforms for the reselling of tickets and teams will find themselves active participants in the confusing of their own customers. Last year the Yankees were partners with StubHub, this year with Ticketmaster. Last year StubHub was safe and approved, but this year only Ticketmaster is 'safe' (per Yankees marketing info)? How disingenuous can you be with your own customers?
Big Data, CRM, and dynamic pricing are only the latest tools designed to extract the most amount of cash as possible from fans. They do nothing to broaden the market or help to develop, maintain and grow the prospective customer base.
Since the financial meltdown of 2007-2008, the national economy has been roiled, unemployment has risen to long lasting and dangerous levels, and the entertainment industry has distinguished itself by trying to squeeze every last penny from it's already stressed constituencies. The result has been stagnancy and lately, a wide and pervasive drop in attendance from MLB to the Metropolitan Opera, to Broadway. Is it any coincidence that these trends coincide with the rise of dynamic pricing?
Charging more for less may be a recipe for short term increase in revenue, but it is a recipe for disaster for the long term.
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