"From the research that we've done, we know that fans of live entertainment are desperately seeking information. They want to be educated about ticket buying," said Jennifer Swanson, marketing communications director for TicketsNow. "Most people don't understand that TicketsNow is simply a marketplace for tickets."
Working with The Zeno Group, TicketsNow launched a PR push that included media outreach to entertainment publications like Rolling Stone and Billboard, and a piece in the local paper, the Northwest Herald. Online, the campaign is using its TicketsNow blog to have a discussion with fans, and it plans to enter more into social networks like Twitter and Facebook.
"We want to bring more transparency to this market," Swanson said. "We want to make it more transparent for the customer so they can be an educated consumer." TicketsNow is also reaching out to its partners—ticket sellers or brokers—to keep them informed of the changes to the site, such as the inclusion on a ticket's listing of the original ticket price and if original tickets are still available.