One Nation One Nation

Under Under MusicMusic

One Nation One Nation

Under Under MusicMusicLIVE NATION Digital LIVE NATION Digital

StrategyStrategy

Created by Sam Blanken

LIVE NATION Digital LIVE NATION Digital StrategyStrategy

Created by Sam Blanken

Live Nation OverviewLive Nation OverviewLive Nation OverviewLive Nation Overview

• Owner of Ticketmaster• Purpose to sell tickets to live shows

• Mostly concerts, but also:• Comedy shows• Ice skating tours• Sporting events• Music festivals

• Owner of Ticketmaster• Purpose to sell tickets to live shows

• Mostly concerts, but also:• Comedy shows• Ice skating tours• Sporting events• Music festivals

Target AudienceTarget AudienceTarget AudienceTarget Audience

• Ages 16-26• Most performing bands popular in this age group• Financial resources• Interest• Time

• Ages 16-26• Most performing bands popular in this age group• Financial resources• Interest• Time

Key Performance Key Performance IndicatorsIndicators

Key Performance Key Performance IndicatorsIndicators

• Specific search words & phrases• Location based• “tickets”

• Measure success by recording:• Search term abundance• Clicks on ads/featured sites• Purchased tickets

• Help customers find exactly what they are looking for

• Specific search words & phrases• Location based• “tickets”

• Measure success by recording:• Search term abundance• Clicks on ads/featured sites• Purchased tickets

• Help customers find exactly what they are looking for

““Big Idea” - Build Big Idea” - Build Community Around MusicCommunity Around Music““Big Idea” - Build Big Idea” - Build

Community Around MusicCommunity Around Music

• Integral part of concert appeal is sense of belonging• Being around others who “get” the music the same way you do

• Capitalize on this pre- and post-event• People can buy tickets anywhere, so why should they choose Live Nation?

• Integral part of concert appeal is sense of belonging• Being around others who “get” the music the same way you do

• Capitalize on this pre- and post-event• People can buy tickets anywhere, so why should they choose Live Nation?

Pre-Event TacticsPre-Event TacticsPre-Event TacticsPre-Event Tactics

• With ticket purchase confirmation, link to specific content-sharing page• i.e. “One Direction: Take Me Home Tour - July 13, 2013”

• Everyone who bought tickets can share news, photos, stories, etc. with other attendees

• With ticket purchase confirmation, link to specific content-sharing page• i.e. “One Direction: Take Me Home Tour - July 13, 2013”

• Everyone who bought tickets can share news, photos, stories, etc. with other attendees

Post-Event TacticsPost-Event TacticsPost-Event TacticsPost-Event Tactics• Continuation of content-sharing page• Now can share photos and stories from the event

• Contests• Twitter, Pinterest, Instagram• Ask for best photos/videos and award gift cards towards future purchases

• Continuation of content-sharing page• Now can share photos and stories from the event

• Contests• Twitter, Pinterest, Instagram• Ask for best photos/videos and award gift cards towards future purchases

BudgetBudgetBudgetBudget

• $21,300 per month for six months• PPC - $8,000• Social Media - $6,000• SEO - $4,800• Content - $2,500• Email, Mobile - $0

• $21,300 per month for six months• PPC - $8,000• Social Media - $6,000• SEO - $4,800• Content - $2,500• Email, Mobile - $0

ConclusionConclusionConclusionConclusion

It’s not enough to simply sell tickets. It’s not even enough to sell an experience. Live Nation should be selling the whole

environment that is built around every individual’s personal taste in music. Live Nation should sell the sense of

community that music creates.

It’s not enough to simply sell tickets. It’s not even enough to sell an experience. Live Nation should be selling the whole

environment that is built around every individual’s personal taste in music. Live Nation should sell the sense of

community that music creates.

ResourcesResources

• www.livenation.com• www.ticketmaster.com• http://promo.livenation.com/iphone/• http://24.media.tumblr.com/tumblr_lolcqhuD831qbmhk0o1_1280.jpg• http://gotmeghan.files.wordpress.com/2012/01/concert-audience-stock

12141.jpg• http://thelittlestwinslow.com/wp-content/uploads/2012/05/Concert-st

ock3112.jpg• http://www.photographybrain.com/wp-content/uploads/2012/03/CONCERT-

CROWD-_-StreetcodeGPX-stock2898.jpg• http://erikwibowo.com/wp-content/uploads/purple-concert.jpg• http://upload.wikimedia.org/wikipedia/commons/c/c5/Taylor_Swift_dur

ing_Fearless_Tour_concert_in_Portland_03.jpg• http://media.fan2.fr/article-1177861-ajust_614/des-ballons.jpg• http://api.ning.com/files/f3b0PLHghvIpMqIgVxc6t-

Kn*SY1cdx5KDAO*T5fRP5yfpWY35kXItHRx0PbeSDqe7uRC28GPxyz81sgF3qEoJNKkHFQ7XXB/concertEnriqueIglesias09099.jpg

• http://upload.wikimedia.org/wikipedia/commons/e/ed/Coldplay_concert_Zurich.jpg

• http://d2yex7fc50u2fe.cloudfront.net/images/events%20and%20concerts/Concerts/Concert_TaylorSwift2.jpg

• www.livenation.com• www.ticketmaster.com• http://promo.livenation.com/iphone/• http://24.media.tumblr.com/tumblr_lolcqhuD831qbmhk0o1_1280.jpg• http://gotmeghan.files.wordpress.com/2012/01/concert-audience-stock

12141.jpg• http://thelittlestwinslow.com/wp-content/uploads/2012/05/Concert-st

ock3112.jpg• http://www.photographybrain.com/wp-content/uploads/2012/03/CONCERT-

CROWD-_-StreetcodeGPX-stock2898.jpg• http://erikwibowo.com/wp-content/uploads/purple-concert.jpg• http://upload.wikimedia.org/wikipedia/commons/c/c5/Taylor_Swift_dur

ing_Fearless_Tour_concert_in_Portland_03.jpg• http://media.fan2.fr/article-1177861-ajust_614/des-ballons.jpg• http://api.ning.com/files/f3b0PLHghvIpMqIgVxc6t-

Kn*SY1cdx5KDAO*T5fRP5yfpWY35kXItHRx0PbeSDqe7uRC28GPxyz81sgF3qEoJNKkHFQ7XXB/concertEnriqueIglesias09099.jpg

• http://upload.wikimedia.org/wikipedia/commons/e/ed/Coldplay_concert_Zurich.jpg

• http://d2yex7fc50u2fe.cloudfront.net/images/events%20and%20concerts/Concerts/Concert_TaylorSwift2.jpg