The Challenge
Optimising ticket usage and ensuring staff members could access tickets fairly had proved difficult. Without an adequate system to manage the tickets and handle requests to use them, the rugby ticket usage was much lower than Diageo targeted.
Specific obstacles and challenges included:
- Poor access to tickets – there was no easy way for staff to request tickets
- An inadequate approval process
- Inefficiencies capturing guest details and passing these on to venues and right holders
- Poor evaluation and post-event feedback mechanism - only achieving a 20% post-event response rate
- Difficulty evaluating events and assessing value to the business
- Financial and tax reporting was time-consuming and laborious
Before and after
| Metric | Before | With Sponsorworks |
|---|---|---|
| Ticket utilisation | Under 70% | Over 97% |
| Post-event feedback | 20% of guests | Over 95% of guests |
| Tax reporting | Two weeks | One click |
Solution and results
Diageo selected the Sponsorworks platform to manage its tickets and hospitality assets. The new platform, launched within two weeks to hundreds of users across Diageo, provided all the features required off-the-shelf. It is still in place years later, demonstrating the essential nature of the system.
Diageo now manages up to 15,000 tickets a year through the Sponsorworks platform.
The Sponsorworks platform has been invaluable for managing a large volume of corporate tickets, automating communications and taking a lot of the administrative burden off the team. It also looks great and is really easy to use, so it was an easy decision to roll it out for our entire hospitality programme.
Modules used
What Diageo runs on Sponsorworks.
The benefits for Diageo:
- Automation removed the need for extra headcount, even at peak.
- Guinness Six Nations, the busiest period of the year, now runs with minimal staffing.
- Email automation saves time on every event in the calendar.
- Business users rate the platform 9.6 out of 10 for ease of use.
- Commercial impact is measured, so portfolio decisions are made on data rather than instinct.
What is unused hospitality costing you?
Diageo went from under 70% utilisation to over 97% on the same portfolio. See what the same approach could do for yours.
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