SeatGeek and Sporting Kansas City - Marketing EDGE · 12/4/2019 · • Mobile and desktop ......
Transcript of SeatGeek and Sporting Kansas City - Marketing EDGE · 12/4/2019 · • Mobile and desktop ......
SeatGeek and Sporting Kansas City
Deborah CowlesVirginia Commonwealth University
Jan OwensCarthage College
Matthew SauberEastern Michigan University
The Client• National Sports Forum:
National Case Cup Competition• Major League Soccer• SeatGeek and Sporting Kansas City
SeatGeek
• Event ticket marketplace• Aggregator of sports, concert, and theater
ticketse.g. TicketNetwork, TicketsNow, Razorgator
• Single re-sellers• Mobile and desktop• Authenticates second-seller tickets, i.e. avoids
scams
SeatGeek
• Example of “digital disruption:”new technologies and business models affect the value proposition of existing goods and services
• Browse: + events+ interactive color-coded “dealscore”
seatmaps+ complete purchases+ electronic or print ticket
SeatGeek
Sporting Kansas City
SKC-SeatGeek Platform
Objective of the Case
+ Maximize ticket and related revenues for SKC+ Identify new revenue streams, harnassing the
Seatgeek platform to enhance customer purchase experience
+ Possible cross-sell other stadium and travel packages, comparable to airline & hotel websites
+ Demonstrate the synergy of the MLS-Seatgeek platform as a strategic partnership
Teaching the CaseThis case can be used in:
Capstone marketing managementMarketing strategyConsumer behaviorSports marketing & managementDirect marketing/IMCPricing strategyMarketing ResearchBusiness-to-business
Teaching the Case• SWOT Analysis
For current and future target customers?• Focus: what would encourage fans to buy
tickets at the SKC or SeatGeek sites?• What is the added value of the SeatGeek
platform?• How is the market segmented in terms of fan
experience and purchase behavior?• Develop a 2-year IMC plan• Propose a marketing campaign budget that
drives fans to SKC site
Yet more questions• What strategies can SKC develop to build upon
SeatGeek platform to attract:MillennialsCulturally diverse fans
• What has been going on in SeatGeek, SKC, and MLS lately, i.e. update the case?
• Should SKC expand its list of entertainment or travel partners?
Nextmark.com exercise
• Nextmark exercise provides opportunities for some basic break-even exercises in DM
• Gets student thinking about market segments• Can make students a little paranoid
Other environmental factors affecting SKC patronage
Relate to each target segment: Develops in macro-environments:• Economic• Technological• Socio-cultural• Demographic• Legal/regulatory• Competitive
THANK YOU!
ANY QUESTIONS?