This is a sponsored post written by Natasha Morgan, Vice President of Marketing with Umbel.
Audience segmentation is essential to any event marketer, but those segments should go beyond demographics like age and gender. Attendees are telling us more and more about themselves—are we listening closely enough?
Audience data has been allowing marketers to personalize and reach the right people for years. Now, though, we’re far beyond working off surveys and purchased (and dubious) third-party demographic data. For the right content, the right cuisine or the right contest, attendees are willing to tell you exactly who they are and what speaks to them.
With the advent of social authentication, you can gather an average of 40 data points in a single tap. While it might not be immediately obvious why you should care about someone’s Facebook Likes, each of those increases your depth of data (along with ticket purchasing history, concessions, email opens, app engagement, etc.). Increased data depth gives you a clearer picture of attendees (and potential attendees) as a whole, as well as the groups within to bring back week after week and year after year.
Here are five unique segments that will help maximize revenue for eventprofs, and how you can reach them.
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1. Non-Prime Dates
There are always going to be events that are a harder sell than others, whether it’s on a weekday, competing with the latest Game of Thrones, or on a holiday. Your event or venue has the past purchase ticket data at hand, but are you leveraging it? If someone’s been available for a weekday in the past, they should be your first place to look to sell another weekday event. Because of the secondary market and group purchases, however, you won’t always know who’s attended a past event.
A solution to this is by using a WiFi gate to collect names and emails (or using social authentication to collect more data at once). By creating a segment of all weekday ticket purchasers and adding in people who signed onto your WiFi at previous weekday events—attendees possibly not in your ticket purchase data—you’ll get higher conversions on the hard-to-sell events. This segment of “all weekday” gives your marketing and sales teams more people to target, streamlines their outreach and gives them higher conversion.
2. Event Themes
Do you know when it’s appropriate to have a unicorn theme or when you should have a renaissance night? Eventsprofs put on theme nights and events focused on a few key demographics (ladies night, first responder night, family night, etc.). Typically, however, they’ll use past purchase data to market and sell the same events year after year to the same attendees.
The more data you have, the more you can expand your reach for these themed events. You can even help discover new groups to create a theme for and cross market to these new segments–wouldn’t it be great to tie in “family nights” to help drive a sponsorship activation?
This is where affinity data from social platforms like Facebook can really pay off. You could, for example, find that you have a bunch of Deadheads in the audience with an unusually high affinity for Jerry Garcia and all things Grateful Dead that you could turn into a themed event, targeting those people in your database.
3. Stars, Performers, and Speakers
With the rise of social media and personal brands, whether it’s a conference speaker, a guitarist in a band, or an actor in a play, you likely have past attendees that follow these people on Facebook, but don’t follow your page. Of course these stars are probably promoting the events on their own social channels, but you can take this a step further if you have access to in-depth first-party data.
Creating a segment of fans following high-indexing stars and then targeting them with ticket sales, signed merchandise or a chance for a meet and greet, allows you to engage your audience, increase your depth of data and drive conversion (i.e. revenue).
4. Super Fans
And, of course, the super fans. You know the ones who show up early and wait at the merch table, but what about digital super fans? Fans today aren’t only liking official social pages for stars, but they’re active on fan generated/unofficial pages as well. Knowing who these fans are, you can target them with campaigns including artist trivia, a green room sweepstakes, personality quiz, etc. These campaigns can be focused on collecting leads, selling tickets or whatever else your goal is, but either way, they’ll increase your revenue and your reachable database for your sales team.
Event sales teams likely have high targets for VIP individual and season tickets, and they also probably have a strong list of past VIP purchasers and corporations in the area. This is a great place to start when creating a VIP buyer segment, but what happens when a premium season ticket holder falls through and your wait list falls short?
Having a segment that includes not only your past VIP buyers, but also high-income attendees, and attendees that have luxury brand affinities can make the difference between your sales team selling those high-value seats and not. So, even if a fan has purchased only standard tickets in the past, you can target them with promotions for VIP tickets if they have an income greater than $150K and they like brands such as Gucci, Rolex, Louis Vuitton, or Dior.
Regardless of where your event is on the “data journey,” layering data onto any of the segments—past ticket purchases, first-party brand affinities, household incomes, etc.—will increase conversions on your marketing and ticketing campaigns. Start with a solid data collection strategy and put that data to use, and you’ll see payoff no matter the event you’re organizing.