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Who is the client?

ATG Tickets is the UK’s leading Theatre, Arts and Entertainment Ticketing operations, selling over 10 million tickets per year. They are a division of Ambassador Theatre Group Ltd (ATG). Founded in 1992, they have grown to be the largest in the UK with 39 venues across the country.

What did they want to achieve?

ATG Tickets partnered with Affiliate Window to launch their affiliate program back in August 2014. The program had an initially successful launch, in regards to revenue growth. However, with ATG Tickets having no prior affiliate experience, they came to Silverbean for our expertise in the area, to assist on the day to day management of the program.

How did we affect performance?

When reviewing their affiliate program Silverbean identified numerous issues which in-house managed programs do often feature. In order to make a positive impact on the program, Silverbean then discussed program strategy with ATG Tickets and also dedicated time to building physical relationships across the affiliate mix. This has helped to engage various affiliate types, whilst pushing mutual benefits in promoting the merchant.

The Results

Having worked closely with ATG Tickets to increase incremental sales through the program Silverbean recently reviewed the affiliate mix for the previous quarter. A key growth area worth noting within the affiliate mix was content sales:

After Silverbean managed content, contribution went from 6% to 37% of total revenue within the quarter

Silverbean resolved an issue with an affiliate promoting against terms, resulting in voucher code contribution decreasing from 43% to 9%

Silverbean have introduced technology affiliates to ATG, resulting in a contribution of 9% in sales

We’ve been working with Silverbean since the start of 2015 to develop our new affiliate marketing program. The affiliate team working with us really understand the complexities of the ticketing industry and have shaped a growing portfolio of publishers to work with. They’re reliable, knowledgeable and a pleasure to work with, and they are constantly striving, achieving and improving. I look forward to our continued work with the Silverbean affiliate team.

Peter Monks
Commercial Director

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