Event Tickets Center listings on a smartphone.
A friend of Young’s wanted to trek to the Red Rocks Amphitheatre in Colorado to see his favorite group, Dave Matthews Band. Young watched as his friend repeatedly bought and sold his pair of tickets. “Soon he had better seats, airfare to the show and money left over for a nice cabernet sauvignon from Napa Valley,” Young says. At that moment, something clicked with him.
“I realized how enormous and dynamic tickets sales were,” he says. “It's cycle after cycle of concert tours, amphitheater seasons, Broadway shows, sports and more. Every year is different.” Young found himself thrilled by an industry whose commodity was constantly in flux. The key would seem to be making a ticket available to a shopper when they’re in buying mode. But how do you do that when everyone in your industry has access to the same collateral?
Young first came up with a platform, which became EventTicketsCenter.com. He then devised a strategy to get the word out. “We became bad-ass marketers,” he says. “Around here our motto is ‘Preparation makes luck.’ So we got very good at putting exactly what the person is looking for in front of them when they're looking to buy it.” According to Young, PPC search is responsible for 99% of his business, which is why early on he put in so much time to learn all he could about the format. “It's just work, work, work,” Young says. “You find your holes, what works, what doesn’t, and then focus on the successes.” One place that quest for success led him to was Bing Ads.