Sell more tickets with C2B marketing

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  • 03/06/2015
Use analytics to better understand your customers and sell more tickets.

When it comes to the components of marketing strategy, there's really only one who matters: the customer. Even if you haven't heard of consumer-to-business marketing, you're probably already doing it. In creating a strategy to sell tickets, you're continually thinking about how to deliver what your customers want. But you don't want to make the process a game of guesswork. Instead, you can use data analytics to understand your customers on a personal level, and market to their tastes. Customer preferences and behaviors should drive your marketing strategies, according to ClickZ. This process is otherwise known as customer-to-business marketing. You can't sell tickets without catering to an audience. Don't assume you know what your customers what they want; let them tell you through data. 

Understand consumers as individuals
Box office software analytics can help you sell more tickets. Knowing your target demographic – who to market to and where to advertise – enables you to engage your customers and develop relationships with a loyal base who are apt to regularly buy tickets. Collecting information about the tastes and behaviors of your ticket-buyers can also give you direction in booking the events that are likeliest to sell. For example, are more of your concert-goers into bluegrass than punk music? Do you tend to sell more tickets to stand-up comedy acts than music events? Segmenting your customers across age groups can help you decide your online marketing strategies. Is a Facebook ad, a Tweet or an email likeliest to reach your segment, for instance?

Create connections
When you look at customer behaviors and attitudes overlap, you can better understand how to sell to your audience and create experiences that garner customer loyalty. With event ticketing software analytics, you can learn a little more about all the unique individuals who compose your customer base. Empowered with a knowledge of customer tastes, you're able to to send relevant email offers and create targeted ads. You can also alert them of upcoming events tailored to them. 

In addition, you can think about what triggers unique individuals to share your content across social media. For instance, accompanying an email offer with a whimsical GIF of drum-playing kittens can reach both fans of rock music and animal lovers. Not only will the recipients of these messages remember you, they'll be inclined to pass the fun along to their friends. This technique also applies to social media: Watch the responses to the content and images you post, and take note of which work the best to gain even further understanding of what your customers want. 

Develop customer loyalty
The key is to segment your customers according to different kinds of data: Individual descriptions, attitudes, behaviors and even online social activity can point you toward an optimal strategy. Analytics tools can tell you not only what your customers do, but why they do it. In turn, you can create relevant and meaningful communications across segments, said Direct Marketing News. Individuals will open your emails if they're specific to their needs and wants. On the other hand, they'll ignore email offers and social media ads that don't apply to their lives. Consumers don't want to feel generic, and they'll ignore blanket marketing strategies.

Marketing is personal. More than anything, it's about appealing to the emotions and experiences of your customers. Customers have more than a small slew of options and choices to make; they're going to zero in on what directly appeals to them as individuals. Data analytics allow you to intelligently choose your marketing channels and customize your message so the voice of your brand is heard loudest and clearest.

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