The Challenge
Hockey One is Australia’s National Hockey League comprised of 7 franchises. Historically, individual clubs have been managing their own event ticketing and membership through a range of systems. Data manually surfaced from these systems was administratively burdensome to understand and prone to error, leaving Hockey One without a reliable source of truth to understand league audiences and revenue. Understanding audiences is critical for league growth and a non-unified approach to ticketing was creating roadblocks for Hockey One to create effective growth strategies or easily communicate with their audiences.
The Solution
Enter INTIX, a comprehensive digital ticketing and audience management platform, that was able to provide a flexible ticketing solution for individual clubs, a platform to centrally manage finals series ticketing, as well as a platform that could allow Hockey One to have greater access to sales and audience data across the league. This set the league up for easy marketing and great sales results as they moved towards their finals.
The move to INTIX had measurable benefits to Clubs, customers and the League overall:
"The INTIX team were enormous help in the lead up to the Finals, as they provided great advice on what might work and what could be improved through the system's capability." - Sash Herceg
Club Benefits
- A League-wide agreement to use INTIX as the Hockey One ticketing provider allowed individual clubs to access to INTIX at the best possible price, ensuring that club revenue is maximized while having access to a system that has the versatility of streamlining season memberships, online ticketing, accreditation, event-day sales, marketing and audience analytics all from within one easy-to-use platform. The cost and time savings were evident: no subscription to business management and marketing tools, a reduction in time-consuming event administration, and, best of all, clubs receive pay-outs from their ticket sales in real-time giving you access to funds when you need them most.
- The integrated INTIX Scanning app and INTIX Box Office app with Tap to Pay streamlined quick and hassle-free event entry for audiences. Alongside a great match-day experience for guests, this minimised infrastructure and staffing costs for clubs to manage event sales and operations.
- INTIX was able to offer dedicated onboarding and support to all clubs to manage their sales and audiences across the season, empowering clubs to use INTIX with ease and confidence. INTIX were on hand to help develop customised solutions to suit the needs of each club and ensure the best outcomes for club and customer alike.
Customer Benefits
- INTIX creates a seamless user experience through secure digital payments, dedicated customer support, and a digital ticket wallet that allows purchasers to see all their tickets in one place. With INTIX, customers are empowered with a range of self-service options like ticket forwarding and re-sale to manage their tickets. This allowed for a consistent and elevated ticketing experience for customers across the league and built great positive sentiment for Hockey One.
League Benefits
- By unifying all League sales through one platform, Hockey One was able to build their audience significantly. By including a league marketing opt-in across all club events, Hockey One was able to significantly increase their subscriber audience and have the data and contacts they need to create strategic growth. Eliminating the need for complex data management, Hockey One were poised to promote their Finals series to great success during the season as well as being set-up with all the data they need to engage with and grow their audiences post-season.
- INTIX is able to facilitate easy to navigate and visually appealing ticket landing pages that can increase sales across a league. Through a Hockey One landing page, customers were able to see and purchase tickets for all club games from one link. Not only could this maximise the reach of club and league marketing activities, but it also encouraged great sales conversion by making it easy for customers to locate tickets for any match.
- INTIX provides the perfect ticketing solutions for managing ticketing during finals. By building finals events at a league level, Hockey One were able to reduce the administrative burden on host clubs, avoided the complicated reconciliation of event sales between clubs and the league, created great visibility of sales and audiences across the series, and allowed Hockey One to agilely pivot sales strategy to maximise finals match sales.
"At the League level, it's been great to have all the statistics and data across the League easily accessible to help us make real-time decisions." - Sash Herceg
The Outcomes
INTIX allows you to create not only a great ticketing experience for your League audiences, but allows you to see the picture of the League in one place and at a glance. Not only does this improve administration at a Club level, but allows your League to have analytics that can support agility, strategy and growth.
Here is what Sash Herceg, Executive Manager - Hockey One, has to say about how INTIX has changed their approach to League ticketing and audience management:
"From the beginning, Alex and the team at INTIX have been amazing to deal with - always ready to address any feedback from the Clubs or the League. They invested a lot of time and effort in helping us set up the system at the start, and continued to support us throughout the season."
How do we make it happen?
Getting buy-in from clubs to change systems can seem like a challenge; they may be stuck in their ways or daunted by transitioning from familiar systems, especially when time or resource poor. When supported by the backing of a league, change is more easily adopted and staff can share key learnings. Any resistance quickly disappears once clubs realize the cost and time-saving benefits, as well as the versatility, of the INTIX platform.
INTIX provides full client support to make any transition pain-free. Taking the time to understand individual Clubs and their audiences, INTIX staff are well positioned to advise on the best approaches to ticketing and audience management. We offer dedicated client support at all stages and, as an innovative and technologically adaptive company, INTIX focuses not only on best-practice solutions but next-practice solutions; if we can’t solve a challenge yet, we will work with you to create the technology that can!
If you are looking for the same great results as Hockey One for your sporting league, INTIX is for you. Reach out to us to let us know how we can revolutionise your ticketing and audience management.
