Getting bums on seats first requires eyes on screens, and ticket agency Ticketmaster is having particular success with an ecommerce solution that focuses on local Search Engine marketing.
Ticketmaster sells thousands of tickets for sport, music, performing arts, theatre, comedy and attractions and in November 2022 to the end of January 2023 took part in a three-month trial for events held at iconic Brisbane institutions The Fortitude Music Hall and The Tivoli, and the Palais Theatre in Melbourne.
Getting bums on seats is not a new trick, and the folks at these three institutions collectively have more than 200 years’ experience in the entertainment industry. Ticketmaster knew that most people will check out an event online before they commit to purchasing a ticket, and were willing to give it a crack when the opportunity arose to try out a new Ecommerce solution from local marketing specialists HyperZone.
HyperZone director Michael MacDonald says Ticketmaster is striving to promote their clients’ attractions in an entertainment industry saturated with events, and customers facing a cost of living crisis.
Getting bums on seats first requires eyes on screens, and ticket agency Ticketmaster is having particular success with an ecommerce solution that focuses on local Search Engine marketing.
Ticketmaster sells thousands of tickets for sport, music, performing arts, theatre, comedy and attractions and in November 2022 to the end of January 2023 took part in a three-month trial for events held at iconic Brisbane institutions The Fortitude Music Hall and The Tivoli, and the Palais Theatre in Melbourne.
Getting bums on seats is not a new trick, and the folks at these three institutions collectively have more than 200 years’ experience in the entertainment industry. Ticketmaster knew that most people will check out an event online before they commit to purchasing a ticket, and were willing to give it a crack when the opportunity arose to try out a new Ecommerce solution from local marketing specialists HyperZone.
HyperZone director Michael MacDonald says Ticketmaster is striving to promote their clients’ attractions in an entertainment industry saturated with events, and customers facing a cost of living crisis.
The brief was to increase online ticket sales to events being held at The Fortitude Music Hall, The Tivoli and the Palais Theatre.
The results of the three-month trial are outstanding and HyperZone director Michael MacDonald says the key is knowing how to occupy the online space your customers are viewing.
Step One is to identify the keywords that are relevant to each venue. “There is some psychology involved here, and we sift through hundreds of keywords results to find the transactional keywords from people who want to buy a ticket right away or go to an event today or in the next few days,” Mr MacDonald says.
The HyperZone local marketing process has a focus on improving the keyword visibility and step two of the trial involved populating local directories with details about upcoming events, and also optimising the relevant Ticketmaster webpages for the events. Outside of this trial, there is also opportunity to extend the offering to optimise some of the venue web pages.
Keyword visibility is important. In the natural order of things, if someone stood outside The Fortitude Music Hall typed into their phone the keywords ‘music near me’, you would hope that the Fortitude Music Hall would pop up first. However, in the Google order of things, the nearest venue that has the best local Search Engine optimisation will come up first.
Where HyperZone comes into its own is providing future event dates alongside a confirmed address in multiple directory listings, including the local search directories Map Pack, Local Finder, Google Maps, and an organic search. So, step three is to make a direct appeal to the local search algorithm used by Google.
Mr MacDonald says local search is very powerful, because no matter how much money the competition may spend on Adwords for another event in the city, the local search algorithm will give a higher ranking to a location with directory listings that is closer to the person standing on the street searching on their mobile phone.
Keyword visibility is important. In the natural order of things, if someone stood outside The Fortitude Music Hall typed into their phone the keywords ‘music near me’, you would hope that the Fortitude Music Hall would pop up first. However, in the Google order of things, the nearest venue that has the best local Search Engine optimisation will come up first.
Where HyperZone comes into its own is providing future event dates alongside a confirmed address in multiple directory listings, including the local search directories Map Pack, Local Finder, Google Maps, and an organic search. So, step three is to make a direct appeal to the local search algorithm used by Google.
Mr MacDonald says local search is very powerful, because no matter how much money the competition may spend on Adwords for another event in the city, the local search algorithm will give a higher ranking to a location with directory listings that is closer to the person standing on the street searching on their mobile phone.
Before and after statistics for the three-month trials showed a 12 to 30 percent increase in online discovery searches, and a 7 to 39 percent increase in map views. Keyword visibility in top channels increased from 11 to 12 percent, to 25 to 39 percent. Before the trial, the three venues were generally not ranking in the top 30 search engine results pages for their keywords, and after the trial they all occupied 1st to 10th positions for their top five keywords, meaning they all showed up on the first page.
If your establishment is a golden oldie that needs to redefine its edge, or a venue with undersold tickets that should be soaring, then get in touch with Nick Hollows at [email protected] for a free demonstration on how HyperZone can give your venue a differentiated experience.
If your establishment is a golden oldie that needs to redefine its edge, or a venue with undersold tickets that should be soaring, then get in touch with Nick Hollows at [email protected] for a free demonstration on how HyperZone can give your venue a differentiated experience.
Book a Demo
If your establishment is a golden oldie that needs to redefine its edge, or a venue with undersold tickets that should be soaring, then get in touch with Nick Hollows at [email protected] for a free demonstration on how HyperZone can give your venue a differentiated experience.