Mastering Demand & Yield: Scaling Ticket Sales for teamLab
Service:
Growth Strategy, Performance Marketing, Pricing Optimization
Client:
teamLab (Immersive Art Museum)
Duration:
Ongoing Engagement (onboarded 2025)
Date:
February, 2025
Who is teamLab?
teamLab is a world‑class immersive art experience attracting high‑intent local and tourist audiences. While demand remained strong, performance varied significantly by day and time, with weekends consistently outperforming weekdays. The opportunity was not demand creation alone – but smarter demand shaping, yield optimization, and efficiency at scale.
Our mandate was clear: stabilize performance, improve efficiency, and unlock incremental revenue without compromising the premium experience.
The Challenge
teamLab faced a set of operational and performance challenges common to high‑footfall experiential venues:
- Strong but uneven demand, with heavy reliance on weekends and peak days
- Underutilized weekday and off‑peak time slots
- Sensitivity to operational constraints (closures, seasonality, calendar effects)
- Need for better pricing control without hurting conversion quality
- Requirement for clear performance visibility across channels and funnel stages
The goal was not aggressive scaling—but controlled, sustainable growth with higher yield per visitor.
The Results in 6 months
Despite operational constraints during the period, performance fundamentals strengthened significantly:
- Month‑on‑Month Growth in sales, ticket volumes, and purchasers
- Stable and Predictable Demand Patterns, especially during weekends and peak slots
- High Efficiency Maintained, with strong ROAS across core channels
- Immediate Recovery Post‑Closures, confirming demand resilience
- Clear Incremental Upside Identified through weekday and off‑peak optimization
Key performance highlights included:
- Strong ROAS across paid media, led by Google and supported by TikTok and Meta
- Improved funnel stability from visit to conversion
- Early positive signals following the activation of dynamic pricing
Services Provided
- Growth & Performance Strategy
- Paid Media Management (Google, Meta, TikTok, Snapchat)
- Funnel Analysis & Optimization
- Pricing Strategy & Dynamic Pricing Implementation
- Creative & Messaging Direction
- Conversion & Yield Optimization
- Performance Reporting & Executive Dashboards
The Approach
- Funnel Diagnostics Mapped performance across traffic, intent, conversion, and ticket sales to isolate availability vs. demand issues.
- Channel Role Clarity Defined clear roles for each paid channel-conversion, demand generation, retargeting, and incremental reach.
- Efficiency‑Led Media Strategy Prioritized ROAS and conversion quality while maintaining healthy top‑of‑funnel volume.
- Dynamic Pricing Rollout Introduced time‑ and demand‑based pricing to improve weekday utilization and overall yield.
- Continuous Optimization Iterative testing across creatives, messaging, audiences, and time slots-without disrupting core performance.