Transcript E-Commerce and the Concert Venue

E-Commerce and
the Concert Venue
Andy Redfern
June 2011
Who I am?
• Launched New Consumer Shop and
EthicalSuperstore.com in 2005
• Merged with NaturalCollection.com in 2009
• Re-launched GuardianEcoStore.co.uk in 2009
• Worked on e-marketing with 30 different ethical
sellers and charities
• Acquired by Spark Response in 2011
• Formerly a director of Traidcraft plc and Editor in
Chief of PC Magazine in 1990s
Who I work for?
• Spark Etail – e-commerce and e-marketing
division of Spark Response.
• Spark Response – a major UK fulfilment and
contact centre provider – over £200million in
goods shipped in last year on behalf of:
Why do we care about e-commerce?
• Growing market
– UK Online sales April 2011 - £5.3 billion
Up 18% year on year
May “bricks and mortar” fell by 1.4%
• Puts niche products in touch with customers
worldwide
• Low cost of entry
• Can turn traffic in to revenue more effectively
than banner ads or sponsorship
E-Commerce and the Music Venue
• Let your potential customers book tickets
– If you’re not doing this ignore the rest of what I say –
start on this immediately!
• Physical products
– CDs, DVDs, merchandise, gifts, vouchers
– Books and music (printed scores etc)
– Aims to continue or extend the experience
• Virtual products
– Music and video downloads
– Virtual events – “pay per view and the Arts”
– Podcast and Vodcast – “the making of...”
But what is your USP?
(Why would people buy from you
rather than Amazon?)
•
•
•
•
Price?
Range?
Unique products?
Relationship and commitment to your brand?
The future in and outside of the
auditorium
Insert your
custom
auditorium
experience
here!
A new world?
Don Giovanni – Sage – 12 August 2012
Don Giovanni is an opera in two
acts with music by Wolfgang
Amadeus Mozart and with an Italian
libretto by Lorenzo Da Ponte. It was
premiered by the Prague Italian opera
at the Teatro di Praga (now called the Estates
Theatre) on October 29, 1787.[1] Da Ponte's
libretto was billed like many of its time as
dramma giocoso, a term that denotes a mixing
of serious and comic action. Mozart entered
the work into his catalogue as an "opera buffa".
Although sometimes classified as comic, it
blends comedy and supernatural elements.
Buy
Download
Ringtones
Tickets
Next up..
Sub titles in English or Italian.
And afterwards?
• Reviews and social media
• Products and downloads allow the interaction to go on
– More from this composer...orchestra...conductor
– If you like...you may also like...
• Spread influence from a locality to a global audience
• Become platform neutral:
– Your shop or Amazon?
– Your download or Apple iTunes?
– Your gift voucher or via an “experience” website
• Join the conversation
And finally....
• Find the right partners and get the boring stuff
right first time
• Take lots of little steps quickly rather than big
steps slowly
• Copy the best, learn from the rest
• Work together – co-opertition is healthy for all
And finally it’s almost always easier to seek
forgiveness than to gain permission....start
experimenting now!
Join the conversation
Andy Redfern - @andyredfern
Spark Response - @sparkresponse