Branding of Online Stores for SNG Opera and Ballet Ljubljana and Ljubljana Exhibition and Convention Centre

Our company has been promoting a market strategy in the domestic events market for several years, one which builds the success of events not only on their content but also on the recognition and market position of the organiser's brand and/or the operator of the event infrastructure. Following this direction, we have recently successfully completed branding projects for the online ticket, package, and merchandise stores of SNG Opera and Ballet Ljubljana (http://opera.mojekarte.si) and the Ljubljana Exhibition and Convention Centre (http://vstopnice.gr-sejem.si).

The growing number of investments by Dragon Venue platform users in branding their local online stores shows that awareness among event organisers and venue operators is increasing. As they recognise in the real-world environment of rapid changes and tightened conditions, through concrete examples, the direct connection between their own brand recognition and the business success of their projects, organisers and venue operators are becoming increasingly aware of the role and importance of their own brand.

Reduced purchasing power of target audiences is already decreasing the number of event visitors on its own, and the situation in the culture, sports, entertainment, and leisure market is further intensified by growing competition among organisers themselves. Many organisers abandoned audience engagement work during the good times, treating their visitors as a given and self-evident. In the current climate, such organisers are facing the unpleasant reality that their audiences are leaving (or have already left) for other options, or are no longer attending events at all. The loss of ticket revenue is a painful and perhaps the most obvious consequence, but by no means the only one. Declining visitor interest inevitably leads to declining media interest, which in turn results in declining sponsor interest...

If not sooner, alarms go off at the moment when audience interest and attendance visibly and literally decline from event to event. In circumstances that demand immediate action to stop the downward trend and improve brand recognition and positioning as quickly as possible, there is no time for detailed planning, cost optimisation, and the like. It is wise for organisers to avoid such stressful situations by planning their activities related to brand recognition and positioning and communication with target audiences in a timely manner.

Dragon Venue's advanced technology provides an excellent price-to-functionality ratio for an organiser's local online store, so it is no surprise that interest among users and the number of successful brandings have been increasing in recent months. Since we developed an innovative software interface that allows a local online store to connect with the organiser's Facebook profile and enable visitors to purchase tickets directly through the popular social network, the added value of a local online store has grown even further. When your Facebook friends buy tickets for an event, there is a high probability that their friends and their friends' friends will buy them too. According to 2011 data, more than 600,000 Slovenians already have a Facebook profile, which is undoubtedly exceptional market potential.

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