Social Media, Advertising of a Product or Service and Moving down the Funnel: Stubhub.com

PRODUCT: Stubhub.com, for Americans sport fans stubhub.com is the way to get events tickets among other amazing sites or possibilities. For Mexicans, like me, Stubhub.com doesn’t exist in our country so the way to get them is to rush on sales day or buy them in the black market and when we come to the United States is either Ticketmaster.com, concierge services or Craiglist.com

How did you hear about the product initially?As soon as I knew I was coming to Seattle for an exchange program I looked for Packers @ Seahawks NFL opening season game. My first search was on NFL.com, ticketmaster.com and Craiglist.com to browse for ticket prizes and do so benchmark. After that search all my Facebook entries, google searches and sport related sites started to show something called Stubuhub.com, which at that time I didn’t know, the interesting thing was that all the adds show the game I was interested in or NFL games, targeting specifically I wanted or the game I was looking forward to attend.

How long did it take you to go from hearing about the product/service to actually purchasing? After my first entry to Stubhub.com to browse the site and calling some friends for referrals I entered the site again to check seats availability plus comparing prizes and sites friendliness with ticketmaster.com, NFL.com and craiglist.com. I noticed the prizes where not much different but the availability in Stubuhub.com was quite better and the detailed information from Stubhub.com was exceptional, but the thing that got me really interested was the ticket delivery options. After those 2 or 3 entries I got fixed with Stubhub.com options to finally make a purchase (after other 2 or 3 more entries), but I had to admit I randomly checked Ticketmaster.com for “better prizes”. Long-story short, I ended up buying the tickets from Stubuhub.com after 5 entries in their sites, what really delayed my purchase was the prizes/seats section comparison among their options.

What were some other forms of marketing that moved you from awareness to purchase? As mentioned before since my first search, without considering Stubhub.com, their ads started to show up in my google searches, Facebook entries and the sport websites I go to daily and that got me interested to see what they offered; after that what really helped me was my friends referrals that explained me how it works and lastly their website which I find out really detailed and friendly to users.

After that first purchase I have bought tickets for MLB Athletics @ Mariners and Cowboys @ Seahawks right straight from Stubhub.com without considering the previous options I used before. All three purchases have earned me “Stubhub Points” for my following purchase, which is really cool since it is a good discount and is something that Ticketmaster, Craiglist and NFL.com doesn’t have… In the end another plus for Stubhub.com

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