Collection of ticket stubs

With streaming services and fully virtual events still ever-present, there’s a new competitive edge to the ticketed entertainment industry. Here’s what you can expect and how to leverage your live and in-person events.

Hybrid events are here to stay

Over the past three years, an unprecedented shift impacted ticketed entertainment. We now live in a world where virtual elements at live events are expected. Whether it’s a VR interactive experience or the ability to watch the entire event from your own couch.

And there’s a lot to gain from this ever-developing trend. Customer loyalty, social media sharing, better audience reviews. You name it. But what it really boils down to is audience expansion. Hybrid events allow you to nurture an entirely new audience segment and cast a wider net.

Woman using a virtual reality headset

Live-streaming livens your event

Events are all about the attendees. You have to think of the audience first. With live-streaming, interested event-goers from out-of-state gain better access. The same applies to those who may not be able to leave their homes as readily. With the addition of a virtual arena — on top of the physical one — you don’t have to worry about seat numbers. Both of these elements work in tandem to help you grow a larger audience and increase attendance rates.

Use behavior, intent, and interest data to help determine who to market to. With geography out of the way, there are endless opportunities for who might be in attendance.

More virtual “seating” means more ticket sales. And we all know more ticket sales means more money. Leaning into the streaming services or VR experiences ensures new avenues of potential.

Remember, ignoring streaming abilities won’t help your event grow.

Does streaming pose a threat?

The answer isn’t quite that simple. It’s a yes and a no.

Streaming can be a threat if you don’t add value to your in-person event. If you ignore the intricate, fun, and interactive ways to engage the audience, you risk losing in-person sales — or certain sales altogether.

On the other hand, streaming lets interested attendees dip their toes into the experience — without having to fully commit to travel or season passes. And if they enjoy the experience, they may show up in person next time. Or even tell some friends.

Tips for attendance

Live-streaming isn’t going anywhere. Especially not any time soon. It’s time to use your marketing knowledge to your advantage and start leveraging your ticketed entertainment events. Whether you’re planning on streaming it or not.

  1. Think “high funnel”: Bundle tickets (ie., Family Four-Packs), provide interactive, experience-driven opportunities, and create photo ops.
  2. Awareness over everything: Don’t simply “know your audience.” Know when to contact them, what drives them, and what will push a final sale. Tailor your marketing to your target.
  3. Be consistent: Marketing for events isn’t a one-and-done situation. Solidify your messaging, create three separate touch points, and push creative in increments as the event grows closer.
  4. Follow up for follow through: Those previous mentioned touch points? Make them creative, timely, and personalized to create a stronger push to purchase.
  5. Plan ahead: The sooner you get started on marketing, the better. Then you can dig in — strategize, segment, allocate budget, and make a killer campaign.
  6. The right platform: How do you know what platform to stream on? Go where the people are. You know your audience, follow them. Just remember to do what fits for your brand, venue, and overall event.
  7. The past helps the present: Utilize your assets. Video content that showcases past events is an awesome way to create hype. Now is the time to flaunt past successes and evoke the audience’s senses.

You’ve got the basics to start mapping out your next live ticketed event. But if you’re looking for more insight, creative ideas, or a ticket-selling campaign — MKR would be thrilled to help.