Like Michael J Croft defines Market Segmentation as, “The idea of dividing a market up into homogeneous segments and targeting each with a distinct product and/or message, is now at the heart of marketing theory” – And when it comes to audience segmentation, it is an essential part for any event marketer. The data of the audience has been allowing the marketers to actualize and get to the correct audience.
In today’s time, the attendees are ready to tell their preferences so that the event marketers get the right content, right contest, or the right cuisine. With the social authentication rising, one can get data at their fingertips. It gives the event marketer a clear picture of attendees and also gives an idea of their potential attendees. Here are five unique segments that will help maximize revenue for an event professional and how can you reach them:
1. Non-Prime Dates:
Well, there are always going to be a hard time to see your event and make it a hard. May it be the end of a serious cricket match of India v/s Pakistan? And your venue or event has a past purchase data of the ticket, but are you using the data to its maximum advantage? If an event attendee has been free for a working day in the past, those attendees should be your priority to sell another weekday event. You will not always know who attended the past event because of the secondary market and also their group purchases. The main solution is wireless local networking. Yes, WiFi gates can collect the names and emails or even from their social authentication to collect the data ASAP. You can get the data of those event attendees who signed into your WiFi and possibly they may or may not have purchased a ticket. This gives your sales and marketing teams more audience to target and accumulate their outreach which gives them higher growth.
2. Event Themes:
Event professional always uses past purchased data for marketing and selling the same events every year to the same event attendees. The more data you have collected with you, the more there are chances that you can reach out to more event attendees for themed events. This also helps you to discover new various groups to construct new themes across the market for the new segments. A social media platform like Facebook will be really helpful for liking or inclination where you can build-up a rapport.
3. Celebrities attending:
With the rise of social media and personal brands, you are likely to have visits from your past event attendees who follow these people on Facebook but don’t follow your page. Of course, the stars and local celebrities who attended are promoting the events on their own social media channels, but you can take this a step ahead by creating a segment of fans following of these stars. This will help you to target them with the ticket sales, autographed merchandise or even a possible meet and greet. This is how you will engage your audience, increase your depth of data and drive revenue.
4. Super Fans:
These are your digital fans. They not only like official social media pages for celebrities but are also active on fan pages and/or unofficial pages. By this, you can target them with various creative campaigns including trivia on artists, personality quiz, etc. These campaigns will be focused on collecting leads, selling of event tickets or whatever your goal is, and at the end of the day, they will increase the revenue and also your reachable database.
The event sales teams are likely to have high targets for VIP individual and season tickets. They also probably have a strong list of previous VIP purchasers in the similar area. This is a great place to start when you are creating a VIP buyer segment. The list also includes your past VIP buyers and also high-income attendees and few luxury brands which are likely to make a difference between the sales team and high-value seats. So, even if a fan has bought a normal ticket, you can target that fan for VIP tickets if they have better income and if they like high brands such as Gucci, Rolex or Louis Vuitton.
In Conclusion, regardless of where your event is layering data onto any of the segments will increase your revenue on your ticketing campaigns and marketing strategies. Starting with a solid data collection strategy and putting that to use, you will see the payoff no matter how the event you are organizing.