Travelog: Event & Arena Marketing
Author: Dave Brooks
Date: June 18,2008
Travelog: Event & Arena Marketing
Author: Dave Brooks
Date: June 19,2008

With opt-in being the key element to interactive campaigns,
marketers are starting to find success with text-message marketing
campaigns, explained James Canella of Impact Mobile during a panel
at the Event & Arena Marketing Conference in Washington, D.C.
The concept is fairly simple — using some type of display,
encourage fans to text a message to a listed number, often
answering a simple question. Once the person sends over the text
message, the marketer automatically collects their phone number and
can use that information to market back to the consumer, keeping
them abreast of on-sales and special events. Canella held a special
demonstration, prompting attendees to text the initials of one of
three cities — Los Angeles, Chicago or New York — to a
number he posted on a Power Point screen in the hopes of winning a
prize. “Great. Now I have all of your phone numbers, although
I promise not to use them,” he joked with the group.
“It’s a unique identifier because you know exactly whom
you’re talking with and usually everyone in your audience is
carrying some sort of mobile device with them.” Text
messaging is expected to increase by 20 percent this year with the
demographic expanding into older audiences. Setting up a text
messaging system is fairly simple — it usually takes a
communication beacon to receive the phone numbers, and some
software to decipher the phone numbers and collect them in a
database. Canella said most telecommunication companies sell text
messaging receivers, and will register a special text messaging
phone number for about $500-$1,000. “When you’re asking
people to send you responses, really tap into the use of keywords.
But remember to keep the required communications short,” said
Jitender Singh of Geopepper. “And remember that most
telecommunication companies require you to use standard opt-out
codes for people to discontinue the service. If someone texts your
service ‘quit,’ then they need to be removed from the
list. If someone texts your service ‘help,’ then they
should be sent instructions on how to use the service.” Singh
said Live Nation is installing a text prompter in most of its
amphitheatres and clubs that allows visitors to text messages to
their friends, which are then broadcast on a ticker screen.
“That technology is sponsored by Verizon Wireless,”
Singh said. “I encourage all of you to speak with your
telecommunication partners.” Heard in the Hallways •
It’s been months since board member Vanessa Kromer left her
position at the Greek Theatre in Los Angeles for a position at
prestigious P.R. firm Rogers & Cowan. After moonlighting for
the Greek for several weeks, her replacement was finally announced
— Janette Baxa, formerly of Live Nation. Baxa will help
handle P.R. for all of parent company Nederlander’s venues
and live tours • Global Spectrum has appointed Rich Trella of
the Wachovia Center in Philadelphia to head up marketing efforts at
the WFCU Centre in Windsor, Ont. Canada is his native country.
• EAMC’s current President Christy Ricketts is pregnant.
Ricketts told Venues Today that after she has her second child, she
plans to quit her post at the American Airlines Center and work
part-time with Jim Delaney of Activate Sports to plan future EAMC
conferences and develop additional content for the website. —
Dave Brooks Interviewed for this story: James Canella, (310)
424-5560; Jitendar Singh, (973) 386-4573