Whether you’re a “social fan” actively networking, a “fanatic” attending every game, or a “premium fan” perched in front-row seats, StubHub serves the preferences of all three segments, said CMO Ray Elias. He spoke at The Incite Summit in New York on Wednesday about the brand’s customer service, social media and mobile efforts.
“Tickets are scarce, perishable goods, and StubHub manages the secondary ticket marketplace. We focus on the buyer and seller experience and the intersection of supply and demand”, Elias said. The market has evolved, and he identified key elements behind StubHub’s success.
Customer Service: Fans of entertainment and sports events didn’t used to receive the red carpet treatment. “We recognized the frustrations consumers were experiencing with ticket purchases”, Elias explained. “Traditionally the process wasn’t fan-friendly, so we applied the customer service models you’d find with Nordstrom and Zappos.”
A core issue StubHub regularly deals with relates to the authenticity of tickets. Elias said they need to deliver on the proposition that “our tickets are real and the fans will be able to get in”. He acknowledged that’s not so easy to convey from a marketing perspective. (Although he didn’t discuss their “Ticket Oak” ad campaign, it offers a reassuring presence, and according to a Forbes article, the ads have improved key brand perceptions).
Customer service plays a critical role in delivering on the brand’s promise, and Elias described StubHub’s service as ‘heroic’. “We have local reps on the ground, and ‘Make it Right’ customer service” to resolve on-site issues. “We’ve empowered fans, and that has fueled our growth.”