Ticketmaster’s Email

Thursday, 31 May 2007 at 5:00 am Pacific USA Time.

Tonight, I’m going to the Morrissey concert here in town. On May 9th, just a few weeks ago, Ticketmaster sent me this email:


Thing one, that’s barely readable. Who designed that? Who chose grey words on grey? Who said black on charcoal is easy to read? This is NOT compelling.

I guess Ticketmaster sees a secondary market. I think the secret message of the email is, "Don’t sell them on eBay!" I went back to the Morrissey page for my event, and found that 3 fans were selling their tickets. I paid $55 per ticket for row W. The closest for-sale-by-fans tickets were row R, and they wanted $107 per ticket. Maybe these tickets were from the $85/ticket section.

This would be illegal if they stood outside the venue, right? I think scalping laws are supposed to say that you can’t sell the ticket for more than X% over face value. If there were $85 tickets and are now $107, that’s 26% over face value.

Weirder than that is that row L is still available for the evening directly from Ticketmaster. I could have had closer than W, but didn’t want to pay for it. But someone buying on May 9th, when I got that email, could get row R from a fan for $107 per ticket OR row L from Ticketmaster for $85 per ticket.

I’m not sure this resale by fans will really work, especially not where the better seats are still available!

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Categories: That's Bad Marketing

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