Ticketmaster CEO NATHAN HUBBARD is in the "thick of transforming" the company from a "notoriously slow and inflexible organization into one that he hopes is innovative, responsive" and respected, according to FAST COMPANY's Chuck Salter, who writes under the header, "Ticketmaster: Rocking The Most Hated Brand In America." Hubbard has "developed a vision for Ticketmaster as a fan-centric e-commerce company rather than merely a transaction engine for live-event venues and sports teams." He has "scored some early wins" since last year's merger with Live Nation, "retaining clients after the company experienced embarrassing defections the previous year (arenas in Denver, Utah, and Cleveland had all left because Ticketmaster wasn't responsive to their needs)." Similarly, the Stars in the past "wouldn't have anything to do with Ticketmaster." Stars Exec VP/Sales & Marketing GEOFF MOORE said, "I've hated Ticketmaster for 20 years. I didn't believe they were going to do the things they said." But now Moore said he is a "converted apostle." Moore: "They've been very creative, which we haven't seen before." Ticketmaster COO JARED SMITH said as part of the company's reorganization, "we've rolled out more products in the last six months than we've rolled out in the last six years." A "new, interactive venue map puts fans in control of choosing from all available seats rather than Ticketmaster choosing 'best available.'" A "third of customers using the map are actually buying more -- and pricier -- seats." Some clients are "testing a version with photographic views from each spot." Ticketmaster also is "installing kiosks in 1,200 Walmarts and has added the ability to buy tickets on iTunes."
CONNECTING WITH CUSTOMERS: Much of Hubbard's fan strategy is "built around social media." Facebook "touts Ticketmaster's alerts as one of its top commerce apps, and Ticketmaster reports that each one generates $5.30 in additional revenue." A forthcoming Facebook app "will pinpoint where your friends are seated." Hubbard "ultimately wants Ticketmaster.com to be the top portal for events whether the company handles the tickets or not." He also "sees an opportunity to develop a revenue stream around data." He hired JOHN FORESE to create LiveAnalytics, an independent team "charged with innovating around the company's data." The group is "developing algorithms that mine customer databases and grade prospects for ticket packages or season tickets" (FAST COMPANY, 7/ '11 issue).
