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Data that drives ticket sales: Music to a marketer’s ears

Lunar president Jon Robinson explains how data-driven marketing techniques can help get more concert tickets into the hands of fans

25 Jul 2019

Jon Robinson, Lunar

With live performances accounting for the largest portion of an artist’s income, it’s no wonder that selling tickets is high on their priorities list.

In the digital music era, listeners are prioritising experiences with their favourite artists. But while other industries have committed to data-driven marketing techniques, there’s been a disconnect between the data collected via ticketing platforms and an event manager’s ability to use the data to drive ticket sales. These platforms are built for facilitating sales, not customer relationship management (CRM).

It’s the data collected on ticket buyers – from demographic information, to merchandise purchases, to past ticket purchases – that holds the secret to personalising marketing efforts to increase ticket sales.

In fact, a personalised fan experience is expected by concertgoers. An artist’s biggest fans want to be recognised for their commitment with limited-edition merchandise and meet and greets to stay engaged with an artist performance after performance. It is only through the careful analysis of fan data that these super-fans can be identified and given the special treatment that will encourage ticket sales for years to come.

With the right tools and marketing strategies, artists and event managers can get more concert and event tickets into the hands of fans.

The goal is to collect as much data as possible on past and potential concertgoers

Tools

Data integration tools
First and foremost, a robust data integration tool is required to take the data captured via a ticketing platform and integrate it into the tools used to automate sales and marketing processes. Because ticketing platforms were never intended to be CRM tools, more often than not, the most basic information that could personalise an artist or event manager’s marketing campaigns, like birthdates, geographic information and past ticket and merchandise purchases, are only available within the ticketing platform.

The proper data integration tool should remove the manual work that is the current standard for connecting ticketing platform data to a marketing campaign. Data on demographics, attendance, purchases and more should regularly and automatically update as ticket purchases are made.

Customer relationship management
 Just as important as the data integration tool is the CRM that it’s integrated into. This is the tool that is most important to a ticket seller’s marketing journey – though it can’t function properly without the data integration tool it’s paired with. A CRM should allow for the development of marketing initiatives in tools like Marketing Cloud, Pardot, HubSpot, Eloqua or Marketo and automatically send emails and text messages, as well as target customers with social media ads.

Ticketing platforms were never intended to be CRM tools

Strategies

With the proper data integration and CRM tools in place, data-based marketing strategies can be put in place. The goal is to collect as much data as possible on past and potential concertgoers in order to use that information to personalise outreach ahead of an event.

Begin by using previously collected information
When an event attendee purchases a ticket online, it is likely that they have already submitted key information like their email address, phone number and address. They also have given information on the area they are likely to attend in a concert in. Using this data, automatic marketing campaigns can be targeted to fans that are likely interested in seeing the artist again.

Move merchandise ahead of the concert
Merchandise sales are a reliable indicator of a strong relationship between a fan and an artist. Fans who go to an artist’s website to purchase merchandise will likely be interested in joining the artist’s mailing list for insider information ahead of a tour. Take this mailing list a step further by collecting data on those willing to buy merchandise ahead of an event. This data can then be used to retarget an artist’s biggest fans with early-bird access to tickets, meet and greets and more.

Offer preferred access to previous concertgoers
Using the data collected within a ticketing platform, past ticket purchases can be viewed, evaluated for patterns and used for personalised campaigns. By leveraging already available data, an artist or event manager can offer personalised messages to those who meet certain criteria.

Of course, an artist’s most loyal fans deserve special attention when possible. Using attendance data, it is easy to identify committed fans and offer them an unforgettable experience. This data can also be used to identify not-so-committed fans and reengage them with the artist – securing ticket sales for this event and increasing likelihood of purchase of another ticket in the future.

Leverage social media
Any marketer worth their salt understands the value of a robust social media strategy ahead of an event. Targeting social media ads to those who already like and follow an artist is obvious, but lookalike ads can be created to target new fans.

A Facebook event for the concert can help target fans in the area of the event. Creating a robust mailing list can also help identify the accounts of fans and reach them on their social media channels, in addition to appearing in their inbox. With emails receiving only a 20% open rate, the more channels used to engage with fans, the better.

An artist’s most loyal fans deserve special attention when possible

Once the hurdle of connecting data to a CRM and marketing tools is overcome, data-based strategies are much easier to implement.

By personalising outreach to an artist’s biggest fans, potential new fans and touching them through as many mediums as possible, the gold mine that is ticketing data can be fully realised.

 


Jon Robinson is the president of Lunar, a Salesforce consulting and SaaS product development company that automates and integrates technology to get more out of its clients’ existing sales and marketing. A Ticketmaster Nexus partner, Lunar uses its product TicketBeam to integrate Archtics and Salesforce to help the entertainment industry visualise and take action off of customer data without having to leave the Salesforce environment.