Ahead of YMS19 LDN, we’re chatting to some of the youth marketing experts who’ll be taking to the stage about their passions, experiences and what they’re looking forward to at the event in April.
Joining our panel on how brands are winning over mobile and social-obsessed Gen Z consumers will be David Symington, Content and Campaigns Manager at Ticketmaster. Here’s what he had to say about the leading global ticketing company’s Gen Z strategy and the projects he’s loved working on.
What kinds of events are trending with your Gen Z customers at the moment?
There are hundreds of events at any given time that appeal to our Gen Z fans. Some of the recent popular artists and events with this group were Jay-Z, Spice Girls and Creamfields.
Which marketing channels do you find most effective for engaging and selling to the youth audience?
Traditional marketing channels like SEO and emails are still very important. Facebook continues to be a huge discovery tool for fans and Instagram is growing in popularity.
Ticketmaster sells products that can usually also be purchased from other retailers: How do you ensure your site is a customer’s first point of call when looking for tickets?
We’re constantly innovating and making sure our technology gets better to make it as easy as possible for fans to discover and buy tickets to the events they love. As there are more and more events on offer, it is increasingly important to pre-filter – to show each fan the events of most relevance to them. This is a key element within our marketing.
What are your tips on turning a casual browser into a paying customer?
Make your website as clear as possible to find the events you’re interested in.
Make the buying experience as easy, seamless and fast as possible.
Award-winning customer service makes a huge difference so people feel they can talk to someone when they need help.
We’ve also made our website as transparent as possible and launched a Trust Hub which demystifies a lot of questions fans might have about the ticketing industry.
As a brand popular with consumers of all ages and interest groups, what steps are you taking to make young people feel that Ticketmaster is relevant to them?
We have a diversified marketing strategy to appeal to all ages. Last year, we introduced our Ticketmaster New Music campaign which spotlights up-and-coming acts who are brilliant and deserve to be heard by a bigger audience. In fact, Octavian, who was tipped for success in our “New For ‘19” list published at the end of last year, ended up winning BBC’s Sound of… 2019 poll.
What have you learned in your career that you wish you’d known when you started out?
Find mentors early, and they will be invaluable in your future.
What’s your favourite app at the moment?
Moneybox – saving the pennies directly into the stock market to reap the rewards in the future!
What are you looking forward to at YMS19 LDN?
Listening to the incredible line-up of speakers and learning as much as I can.
What should we have asked you that we didn't?
What was my favourite show of the year? It was seeing Justin Timberlake the same night England were in the semi-final of the World Cup and he aired the match in full at the O2. It was INCREDIBLE.
You can hear more from David at YMS19 LDN, alongside speakers from eBay, Skinny Dip and more. Click here for full details and to secure your passes for this unmissable industry event.