JP2014016770A - Marketing system - Google Patents

Abstract

PROBLEM TO BE SOLVED: To provide a marketing system which can efficiently acquire new clients who visit an event such as sport.SOLUTION: By using a community of social networking service (SNS) for advertisement of an event, it is possible to efficiently acquire potential clients (fans). Also, by leading the clients (fans) to an electronic ticket issuing system from a community of social networking service (SNS), the clients (fans) can participate in an event by a simple online operation, so that the potential clients (fans) can be easily attracted.

Description

  The present invention relates to a marketing system that guides a customer to an entertainment event such as sports and supports the maximization of income based on information of event participants.

  Watching sports has become widely popular as an entertainment of daily life, but it has become less popular to enthusiastically engulf the entire nation, such as the original professional wrestling and professional baseball that once appeared on television. The “watching” sport has begun to move its “showing place” from television during tea to “region = community” where teams exist. However, no matter what changes occur, the main role of the sports business is still sports fans, and increasing new fans is very important in the sports business.

  In recent years, it has become common to notify and advertise sports events on Internet websites and social networking services, and many media on the Internet and social networking are used to attract customers.

  The most important factors in the development of the sports business are the expansion of new fans (acquisition of new fans), the satisfaction of the experience of actually watching the sport by visiting the stadium and encouraging re-visiting (fans) Is to maximize the revenue from the fans. It is also important for businesses to increase the number of sponsors for sporting events, provide new value, and generate revenue sources (acquiring new revenue sources).

  However, there are a large number of websites on the Internet, and there is a problem that it is difficult to acquire new fans simply by promoting sports events on websites where existing fans gather. There is a need for a marketing system that uncovers new fans, leads them to sporting events, and enhances the satisfaction of watching games.

  The present invention has been made in view of such circumstances, and the purpose thereof is marketing that can efficiently acquire new customers who visit events such as sports, and make new customers high loyalty repeaters. To provide a system.

  The marketing system according to the present invention includes a ticket issuance management server that manages the issuance of electronic tickets, and a system management server that includes a customer database that stores customer information. The system management server accesses a social networking service management server that operates a predetermined social networking service, collects information on members of a predetermined community in the social networking service, and collects the collected information as the customer Based on the process recorded in the database and the information stored in the customer database, the first advertisement information recommending that the electronic ticket for the predetermined event sold by the ticket issuing management server be purchased is sent to the predetermined community. Processing to provide to members belonging to, processing to acquire information of a ticket purchaser who has purchased the electronic ticket of the predetermined event in response to the solicitation of the first advertisement information from the ticket issuing management server, and record it in the customer database And Row.

Preferably, the system management server may further include a store database that stores information related to stores where visitors of the predetermined event can visit before and after the event.
The system management server may also provide second advertisement information that recommends that a ticket purchaser of the predetermined event visit the store registered in the store database based on contact information stored in the customer database. A process of transmitting to the contact information of the ticket purchaser may be executed even on the day of the predetermined event or after the predetermined event.

  Preferably, the system management server has at least one recommended store among a plurality of stores registered in the store database based on the attribute information of the ticket purchaser stored in the customer database and the behavior prediction of the ticket purchaser. May be executed for each ticket purchaser. In this case, the second advertisement information transmitted to the contact information of the one ticket purchaser may include information on the recommended store selected for the one ticket purchaser.

  Preferably, when the system management server receives predetermined authentication information that can be acquired by visiting the recommended store on the day of the predetermined event and after the end of the event from the information terminal device of the ticket purchaser, Issuing coupon information that promises to receive a preferential treatment at a recommended store, sending to the information terminal device, and counting the number of coupon information issued for each store registered in the store database, A process for calculating a customer referral fee to be charged to each store based on the counting result may be executed.

  Preferably, the system management server periodically accesses the social networking service management server, collects information on posts of members belonging to the predetermined community, and based on the collected information, a predetermined marketing related Analysis processing may be performed.

  According to the present invention, since potential customer information can be collected from a predetermined community of a social networking service (SNS) and solicited to purchase an electronic ticket of a ticket issuing management server, the potential customer can be efficiently managed. You can earn and then become a repeater who purchases tickets continuously.

It is a figure which shows an example of a structure of the marketing system which concerns on embodiment of this invention. It is a figure for demonstrating the outline | summary of the marketing activity by the marketing system shown in FIG. It is a flowchart for demonstrating the flow of the marketing activity by the marketing system shown in FIG.

Hereinafter, a marketing system according to the present invention will be described with reference to the drawings.
FIG. 1 is a diagram illustrating an example of a configuration of a marketing system according to an embodiment of the present invention. The marketing system according to the present embodiment includes a system management server 10 and a ticket issuance management server 20 as shown in FIG. The system management server 10 and the ticket issuance management server 20 are configured by one or a plurality of computers.

  The system management server 10 is a computer that controls the overall operation of the marketing system. The system management server 10 collects customer information from the SNS operating server 30 and provides event information to the information terminal device 2 owned by the customer. Processing, processing for acquiring and recording information on the ticket purchaser of the event from the ticket issuance management server 20 is performed.

For example, as shown in FIG. 1, the system management server 10 includes a customer database 11, an event database 12, and a store database 13.
The customer database 11 stores information on individuals (existing customers and potential customers) that are targets of marketing in this system. For example, the customer database 11 includes account information assigned to the individual in the SNS management server 30, a handle name used in a predetermined community (a community where individuals to be marketed gather) in SNS, an Internet mail address, gender, Various information that can be used as a reference for marketing, such as age and residence, is stored for each individual.
The event database 12 stores information for each event that has been held (event date, event location, number of ticket purchasers, number of visitors, coupon information of stores that support the event, etc.).
The store database 13 stores information on a plurality of stores (restaurants and the like) at which an event visitor can visit before and after the event.

  The ticket issuance management server 20 is a computer that manages the issuance of electronic tickets via a communication network 9 such as the Internet. When the ticket issuance management server 20 receives a ticket purchase request for a predetermined event from the information terminal device 2, the ticket issuer management server 20 passes through a settlement process using a credit card or the like to allow the ticket purchaser to enter the event holding location ( An electronic ticket) is issued and transmitted to the information terminal device 2 of the ticket purchaser. The ticket purchaser enters the event holding place (stadium, etc.) by presenting a display screen of a paper on which the electronic ticket received at the information terminal device 2 is printed or a mobile phone on which the electronic ticket is displayed. Allowed.

  An information terminal device 2 in FIG. 1 is a device such as a mobile phone, a tablet terminal, or a PC possessed by an individual who is a marketing target of this system, and a system management server 10 and ticket ticket management through a communication network 9 such as the Internet. It communicates with the server 20.

The SNS management server 30 in FIG. 1 is a server that operates a predetermined social networking service, and is configured by one or a plurality of computers.
In this specification, “social networking service” means all services for building a social network on a communication network such as the Internet. Examples of social networking services include Internet services such as Facebook (trademark), mixi (trademark), Myspace (trademark), Twitter (trademark), blogs and websites that can communicate in the comment section, and electronic bulletin boards. .
Individuals who are marketing targets of this system access the SNS management server 30 by the information terminal device 2 (such as a mobile phone), and a predetermined community provided by the social networking service (for example, a community where fans of a specific sports team gather) I will participate in.

Here, as an example of a marketing activity using the system of the present embodiment, a marketing activity for expanding fans of a specific professional sports club will be described.
FIG. 2 is a diagram for explaining an outline of marketing activities by the marketing system shown in FIG. 1, and an example of marketing activities for increasing the number of game spectators in a specific professional sports club and a team (soccer club, baseball team, etc.) Indicates.
FIG. 3 is a flowchart for explaining the flow of marketing activities by the marketing system shown in FIG.

ST10:
The system management server 10 periodically and irregularly accesses the SNS management server 30 that manages a professional sports club to be a marketing target and a community where fans of the team are gathered. This community is, for example, a community created on an official website of a professional sports club, an official community created in an existing SNS, a community created for the purpose of this marketing, or the like.
When accessing the SNS management server 30, the system management server 10 collects various information (ID information, community handle names, email addresses, etc.) regarding community members from the SNS management server 30 and records them in the customer database 11 as needed. To do.
Further, the system management server 10 periodically collects member posting records in the community, and based on the collected posting records, analyzes useful for grasping fan requests, preferences, trends, etc. (for example, the number of posts, The attributes of the poster (gender, age, length of fan history, etc.), analysis of keywords included in the content of the posting, analysis of combinations thereof).

ST15:
A provider (service provider) of a marketing service using this system plans a promotion plan for a sports event organizer (entertainer) who wants to acquire new visitors. For example, the service provider plans a fan-oriented promotion plan adapted to actual fan demands, preferences, trends, and the like based on the analysis result of the information collected from the above-described community.

ST20:
The system management server 10 provides advertisement information for notifying the hosting of a sporting event by the above-described promotion plan to individuals registered in the customer database 11. For example, the system management server 10 transmits an e-mail soliciting to purchase an electronic ticket for a sporting event to a personal e-mail address registered in the customer database 11. In addition, the system management server 10 accesses the SNS management server 30 to post an announcement for soliciting to purchase an electronic ticket for a sports event to the community, or to use the SNS message transmission function to You may send promotional information to each participating member's account.

ST25:
A fan who knows that a sporting event is held by advertising information (e-mail, etc.) from the system management server 10 and advertising information by a host or other medium is used by the information terminal device 2 to purchase an electronic ticket for the sports event. The ticket issuing server 20 is accessed. For example, the advertisement information (e-mail or the like) from the system management server 10 includes information (URL or the like) indicating the purchase destination of the electronic ticket for the sporting event in the ticket issuing server 20. By performing a predetermined operation (such as clicking) to move to the purchase destination, a Web page for performing an electronic ticket purchase procedure is displayed on the screen of the information terminal device 2. In this Web page, the purchase process of the electronic ticket is completed by inputting the authentication information (ID, password, etc.) of the purchaser and information for paying the ticket price (credit card number, etc.). When the purchase process is completed, the ticket issuing server 20 issues an electronic ticket to the ticket purchaser.

  The issued ticket can be printed out, for example, by performing a printing operation on the display screen of the issued electronic ticket on the website of the ticket issuing server 20. The ticket purchaser is permitted to enter the venue by presenting the paper on which the electronic ticket is printed at the entrance of the sports event venue. Alternatively, entry to the venue may be permitted by presenting a display screen of the issued electronic ticket at the entrance of the event venue.

  The price of the ticket issued at the ticket issuing server 20 is transferred to the bank account (net account) of the sports event organizer (entertainer). At that time, the ticket purchase fee (use fee of the ticket issuance server 20) and the service provision fee for planning / promotion / operation support are collected from the ticket price, and the provider of the marketing service (service provider) by this system Revenue.

ST30:
The system management server 10 acquires information on a ticket purchaser who has purchased an electronic ticket for a sports event in response to solicitation of advertisement information (e-mail or the like) from the ticket issuance management server 20 and records it in the customer database 11. And the system management server 10 is based on the attribute information (age, sex, address, the number of past game watching, etc.) of the ticket purchaser memorize | stored in the customer database 11, from several stores registered into the store database 13. At least one recommended store is selected for each ticket purchaser. That is, the system management server 10 analyzes the attribute information of each ticket purchaser, predicts a store that is likely to visit before or after a sporting event, and selects this as a recommended store for each ticket purchaser.

ST35:
Based on contact information (e-mail address, etc.) stored in the customer database 11, the system management server 10 advertises advertisement information (electronic) that encourages a sports event ticket purchaser to visit a store registered in the store database 13. Email etc.) to the contact of the ticket purchaser by the day of the sporting event at the latest. Here, the advertisement information (e-mail or the like) transmitted to the contact information of the one ticket purchaser by the system management server 10 includes information on the recommended store selected for the one ticket purchaser in step ST30. . That is, each ticket purchaser is provided with information on recommended stores selected according to their attributes (age, sex, etc.) by e-mail or the like by the day of the sporting event.

ST40:
In stores that are advertised by advertising information (e-mail, etc.) sent to the ticket purchaser, authentication information (English) required for the ticket purchaser who has come as a customer to acquire coupon information using a mobile phone (smartphone, etc.) Numeric codes) are assigned to each. For example, this authentication information is issued for each store every time a sports event is held, and is notified to each store in advance. On the day of the sporting event, authentication information for coupon acquisition is posted in the store of each store by a poster or a flyer.
A ticket purchaser who has visited the store in response to solicitation of advertisement information (e-mail or the like) transmits authentication information for coupon acquisition posted in the store to the system management server 10 in order to acquire coupon information. For example, the advertisement information (e-mail etc.) from the system management server 10 includes information (URL etc.) indicating the acquisition destination of coupon information, and by performing a predetermined operation to move to the acquisition destination, A predetermined web page for issuing coupon information is displayed on the screen of an information terminal device (such as a mobile phone). In this Web page, when correct authentication information posted in the store is input, the system management server 10 issues coupon information that promises to receive a predetermined preferential treatment at the store, and the requesting mobile phone, etc. Send to. A coupon image is displayed on the screen of the mobile phone or the like that has received the coupon information. A visitor can receive a predetermined preferential treatment (discount service or the like) by presenting the image of the coupon to the store clerk.
On the other hand, the system management server 10 records the issue history of coupon information in the store database 13 for each store. Then, the system management server 10 counts the number of coupon information issued for each store, for example, every event, and calculates a customer introduction fee to be charged to each store based on the count result. The provider (service provider) of the marketing service by this system can charge the calculated customer introduction fee to each store and use it as the profit of the marketing activity.
In addition, the guidance process to the restaurant mentioned above may avoid the operation in a shop as much as possible, and may perform push type marketing from the system side.
For example, if you are 30 years old and you are a companion lover, you can proceed to a relatively expensive and clean Italian restaurant. If you are 40 years old and you have 3 colleagues at your companion company, you can enjoy a free drink service for two hours at a tavern. You may make it perform the process which provides a coupon. In this case, sales to the store, event notification, agreement of coupon contents, etc. are performed in advance. In the present embodiment, these guidance processes are not particularly limited and are arbitrary.

ST45:
Members' experiences and impressions are posted to the SNS community of the SNS management server 30 during or after the sports event. The system management server 10 accesses the SNS management server 30 after the sports event ends, and collects information from the SNS community. Based on the collected information (number of posts, keywords, etc.), the satisfaction level and demands of fans who have visited sports events are analyzed.

  As described above, according to the marketing system according to the present embodiment, by utilizing the social networking service (SNS) community for event promotion, a potential customer (fan) can be efficiently acquired, and the community can be obtained. It is possible to effectively improve the loyalty of customers (fans) from the analysis of the conversation content at.

  In addition, according to the marketing system according to the present embodiment, it is possible to participate in an event through a simple online operation by guiding a customer (fan) from the social networking service (SNS) community to the electronic ticketing system. Therefore, it becomes easy to attract potential customers (fans), and it is possible to notify related parties more cheaply and effectively.

  Further, according to the marketing system according to the present embodiment, by recording the information of each customer (fan) in the social networking service (SNS) community and the electronic ticket purchase information in the ticket issuing server 20 in the customer database 11. Since it is possible to accumulate useful information for marketing activities that guide customers (fans) to events, it is possible to plan a more appropriate promotion plan.

  In addition, according to the marketing system according to the present embodiment, by inviting customers (fans) to an event in the social networking service (SNS) community, fans can interact with each other through actual event experiences, fans and sports clubs, etc. You can revitalize exchanges and increase satisfaction with the event experience.

  In addition, according to the marketing system according to the present embodiment, it is possible to advertise so that visitors of the event can visit stores other than the event opening (restaurants etc.) on that day. Can activate consumer activities. Furthermore, new revenue sources can be obtained by collecting service costs for advertising activities from those stores.

The present invention is not limited to the embodiment described above.
That is, those skilled in the art may make various modifications, combinations, subcombinations, and alternatives regarding the components of the above-described embodiments within the technical scope of the present invention or an equivalent scope thereof.

  For example, in the above-described embodiment, the marketing activities for attracting customers for sports events are taken as an example, but the present invention is not limited to this, and can be widely applied to attracting customers for various other events.

DESCRIPTION OF SYMBOLS 2 ... Information terminal device, 9 ... Communication network, 10 ... System management server, 11 ... Customer database, 12 ... Event database, 13 ... Store database, 20 ... Ticket issue management server, 30 ... SNS management server.

Claims (5)

A ticket issuance management server that manages the issuance of electronic tickets;
A system management server having a customer database for storing customer information;
Have
The system management server
A process of accessing a social networking service operating server that operates a predetermined social networking service, collecting information on members of a predetermined community in the social networking service, and recording the collected information in the customer database; ,
A process of providing, to members belonging to the predetermined community, first advertising information that recommends purchasing an electronic ticket of a predetermined event sold by the ticket issuing management server based on information stored in the customer database; ,
Processing of acquiring information of the ticket purchaser who has purchased the electronic ticket of the predetermined event in response to the solicitation of the first advertisement information from the ticket issuance management server, and recording it in the customer database;
Run the
Marketing system. The system management server
It further comprises a store database for storing information on stores where visitors of the predetermined event can visit before and after the event,
Based on the contact information stored in the customer database, the second promotion information recommending that the ticket purchaser of the predetermined event visit the store registered in the store database is the day of the predetermined event, Alternatively, a process of transmitting to the contact information of the ticket purchaser after the event ends,
The marketing system according to claim 1. The system management server purchases at least one recommended store from a plurality of stores registered in the store database based on the attribute information of the ticket purchaser stored in the customer database and the behavior prediction of the ticket purchaser. Process to select for each person,
The second advertisement information transmitted to the contact information of one ticket purchaser includes information on the recommended store selected for the one ticket purchaser.
The marketing system according to claim 2. The system management server
When predetermined authentication information that can be acquired by visiting the recommended store on the day of the predetermined event and after the event ends is received from the information terminal device of the ticket purchaser, a predetermined preferential treatment is received at the recommended store Issuing coupon information that promises to be transmitted to the information terminal device;
The number of issued coupon information is totaled for each store registered in the store database, and a process for calculating a customer introduction fee to be charged to each store based on the count result is executed.
The marketing system according to claim 3. The system management server periodically accesses the social networking service management server, collects information related to postings of members belonging to the predetermined community, and performs predetermined analysis processing related to marketing based on the collected information. Do,
The marketing system according to any one of claims 1 to 4.