By John Finn, Customer Success Manager
The 2019 Ticketing Professionals Conference (TPC) was a hot ticket as expected. Once again, it was sold out well ahead of time. This is no surprise when the best in ticketing come together to learn from each other and support our industry, which AudienceView is always keen to do.
I always look particularly forward to TPC as a highlight of the year in ticketing – and not only because it gives me a chance to welcome so many industry professionals to my adopted hometown of Birmingham.
As TPC’s Marquee Sponsors, AudienceView and WhatsOnStage were proud to invite delegates to a reception in a secret location on Wednesday evening to launch the conference with a bang. This was preceded by an opportunity for out of towners to see more of Birmingham on a walking or traditional canal boat tour. Happily all three events sold out in advance and #TPC2019 kicked off in real style. We love to support networking and have fun at the same time in these types of more casual environments. Several members of our team joined both tours and it was all hands on deck for the reception. All the events got rave reviews and we really valued the ability to create opportunities for conversations outside of the exhibition hall.
The conference got underway Thursday with a packed and fascinating opening keynote from Jill Robinson, President and CEO of TRG Arts. Sponsored by AudienceView, her provocatively titled “The Box Office is Dead. What are YOU going to do about it?” focused on the untapped transformative power that people can have on loyalty and results. It's one of my current favorite points to debate – is technology making us complacent about the role humans play in nurturing experiences? My biggest takeaway was the role technology must play in supporting the powerful work only people can do.
In the exhibition hall, it was a busy couple of days, with lots of old friends and new visitors to the AudienceView and WhatsOnStage stand. It was a great opportunity to showcase how WhatsOnStage complements our comprehensive ticketing and e-commerce platform. With both offerings working together, arts and culture organisations can combine incredibly powerful customer engagement, ticket sales, donations and advertising solutions while reaching a new, established audience through the UK’s leading theatre website. I can't think of many occasions where it's possible to share and discuss the crossovers and benefits from such perfectly matched organisations.
Data and decision making was a popular thread running throughout the conference. It was great to see our friends at Digonex present their session on dynamic pricing strategy to a jam-packed audience. The debate between machine learning and people power was front and centre in many sessions too. I also particularly enjoyed a recommendation from Kim Gladston in her “Predicting the Future” talk on sales forecasting – when listing the tools you need, don’t forget to “bring your imagination.”
The closing keynote speaker was Polly Barnfield, Founder and CEO of Maybe and the #WDYT campaign. This session, our parting gift as the Marquee Sponsor, “Future proofing ticketing – what lessons can the ticketing industry learn from the retail industry?” probably had the catchphrase of the week for me, “Show me the Sizzle!" and challenged our industry to post social media content bigger and better then just ‘when and where’ events are taking place. She also shared some great facts and figures – did you know that in retail 81% of consumer purchasing decisions are influenced by their friends' social media posts?! Be careful what you share!
Another fantastic Ticketing Professionals Conference is sadly over – but the great news is we get to do it all over again next year with even more of our industry friends and colleagues, when the event moves to its new (bigger) home at The Vox at the NEC. Oh, and there's a casino!
If you’d like to continue our chat from TPC or learn more about the benefits of AudienceView and WhatsOnStage, please visit AudienceView.com/TPC to get in touch.