In a recent episode of Dave Wakeman’s The Business of Fun podcast, SECUTIX’s Managing Director for the UK & Ireland, David Hornby, and General Manager for the Americas, Michael McDermott, delved into the pivotal role that control and technology play in elevating fan experiences and enhancing brand value. Their insights shed light on how the future of ticketing is being reshaped by innovative solutions that empower rights holders and create deeper, more direct connections with fans.
Here are the key takeaways from their conversation:
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Disintermediation: The Power of Direct Relationships
Technology is revolutionizing the way rights holders interact with their fans. By enabling direct relationships, it reduces the reliance on intermediaries, allowing for greater control and transparency. A standout example of this is the Guinness visitor’s tour, where direct engagement with guests has significantly enhanced the brand experience. -
Enhancing Fan Relationships Through Technology
Advanced digital tools are empowering rights holders to forge stronger connections with their fans, offering personalized experiences that drive loyalty and engagement. -
Transparency in Secondary Markets
As secondary markets continue to evolve, the need for transparency and control is paramount. Rights holders must ensure these markets coexist harmoniously with primary sales. -
The Future of Ticketing is Mobile and Personalized
The industry is shifting towards mobile technology, where personalization plays a key role in shaping fan experiences and maintaining brand value. -
Data and Distribution Control
Maintaining control over data and distribution channels is critical for rights holders. Technology ensures visibility and management across the entire ticket lifecycle, from purchase to event attendance, as seen in the effective management of the Guinness tour.
