Ticket Merchant
For the Fans
Background
The Ticket Merchant business has been in existence for over a decade, and has gone from strength to strength in the last couple of years as the demand for live concert tours and major sporting events has increased post-Covid.
It is an Australian owned & operated ticket marketplace, providing a safe, secure platform for people to buy and sell tickets, providing customers with a 100% guarantee, and recognised as a leading reseller of tickets for major sporting events and concerts throughout Australia and New Zealand.
To help take the next step, the business needed to freshen up their brand identity and present themselves as a legitimate, trusted business, vital in a category where negative perceptions and customer experience abound.
Strategy
The category suffers from long standing negative perceptions relating to scalping, so this impacts Ticket Merchant business (and everyone else). But Ticket Merchant are just another one in the mix, grouped with everyone else that on-sells tickets.
So to push against these negative category perceptions and drive greater credibility for the brand – which will in turn increase category share and revenue trajectory – we needed to position the business as the trustworthy, go-to default option when tickets can’t be secured via purchasing from the more ‘traditional’ means (ie from the ‘big 2’).
Solution
Founded on a passion for live events, Ticket Merchant have built a business on providing a safe and secure online marketplace for accessing the hottest events in town. For over 15 years, they have worked hard to earn a positive reputation with their customers through education, excellent communication and partnering with trusted providers to reduce perceived risk, build trust and credibility.
The business is truly ‘for the fans’.
This new positioning was the platform for an entire makeover of the brand, showcased across all touchpoints that the business has with its’ customer base, including brandmark and visual language; website redesign; social media assets; collateral and signage, as well as merchandising.
