This week, I’d like to mix show-and-tell and hone in on that second theme of relevance.
I phoned a friend (and neighbor) to bring a few big ideas to life. Felix Oliha is a talented designer who is worth following and considering for freelance projects of any nature (branded experiences, websites, email design systems, etc.).
Here are two additions that we felt could be game-changers for relevancy that will also compound the potential to drive more joy and trust:
We are adding a preference capture step to the registration flow and onboarding experience that comes after a user account is created.
The goal is to capture more explicit preference data to aid with dynamic content blocks and targeted segmentation.
Technically, it is an optional step as users can bounce, but the goal would be to get as high a conversion rate as possible. Similar to how you onboard at streaming giants like Netflix and Hulu.
Additionally, you will be able to connect your Spotify account to 100x possibilities for more granular targeting, partnerships, etc.
The second idea is to launch a unique but simple Rewards Program. One that is not so much about improving LTV as its main goal, although that’s certainly a part of it. More so, it’s about showing you understand why people go to live shows in the first place and what fandom is all about. Not to mention, it’s about understanding that these are high-priced events, and a rewards program can go a long way to creating more affinity.
In other words, Ticketmaster can start to become a little more like Wonka and a little less like Scrooge.
The concept: Many tentpole Ticketmaster events have VIP Packages but are too expensive for the average customer.
However, all customers deserve a chance at a once-in-a-lifetime fan experience.
So, we mocked up the concept below…which would be shown just after the preference data is captured above. The program & your individual rewards progress would be reinforced over and over again in retention and engagement efforts.
The ideas above are directional and certainly not flawless or fully vetted. But the point with big bets is that they are scalable and can act like product features and difference makers on both the business result side as well as the qualitative/sentiment side.
What would your big bet idea be for Ticketmaster? Let me know in the comment section below.
Heading to Activate in San Jose ✈️
If any of you are going to Iterable’s Activate conference next week and want to grab a cup of coffee and talk shop (or anything, really), send me a DM on Linkedin.
My goal for this conference is to have a good time and meet as many lifecycle/retention leads as possible so that I can keep a finger on the pulse of what you all care about.