Do you want to attract new audiences to your live sports and entertainment?
At Experience, we’ve spent the last four years focused on creating new and lifelong fans of live events by offering our partners mobile technology. From true live event personalization to more flexible season tickets to re-imagining how fans can attend with the easiest way to sell last-minute tickets, it has been our goal to help fans have an incredible time at live events.
I think the whole live entertainment industry acknowledges that consumer expectations are evolving as our entertainment options continue to expand. Given the fact that we, at Experience, are working with hundreds of experts in this industry, we figured it’d be silly for us just to share our opinion in a vacuum. So we asked our partners, how do you think about ways to attract new audiences to your events?
We received lots of insightful answers and compiled some of our favorite responses in our inaugural #ExpProTips post.
1. Hyper-target your marketing toward different audiences for different events
“When marketing our shows – attracting new audiences to our events – we drill down as far as we can to directly target that demographic for that artist.”
Walnut Creek Amphitheatre / Red Hat Amphitheatre
2. Tailor ticketing packages to specific customer demographics
“It is important to tailor your product menu to a wide variety of potential customers. Going beyond the standard season ticket and partial plan offerings, including flexible and seasonal packages in a wide variety of price points, is key to overall fan base growth. Customers want to tailor packages to their specific requirements. Expanding this menu has become even easier thanks to the explosion in mobile and app-based ticketing programs.”
Group Vice President, Ticketing and Guest Experience
St. Louis Blues / Scottrade Center / Peabody Opera House
3. Analyze as much data as possible to see trends early
“Organizationally, we incorporate a robust, unified data and analytics strategy throughout all areas of our operation. This approach puts us in the best position to identify market trends early, and to proactively seek with confidence, new revenue opportunities that may exist.”
Senior Director of Ticket Operations
4. Deliver contextualized messages to increase affinity with fans
“It’s all about customized and timely messaging for us now at Moda Center. Over the past few years, we’ve invested in our digital and analytics platforms to bolster the knowledge of our fans. We’ve learned more about our fans in the past two years than we had in the previous twenty. As a business, we have a unique number of touch points with our fans including ticket sales, corporate partnership sales, food and beverage sales, digital/mobile assets and retail sales. Our infrastructure now allows us to leverage these touch points, and we see record affinity and engagement levels amongst our fans as a result.”
SVP Business Operations
Portland Trail Blazers
5. Create unique experiences that can only occur at the event
“It is important for us to provide our fans with unique experiences while attending our events. We want them to create memories with their families and friends, so that they build a connection with our university and our teams. Through being innovative with technology and creative with these experiences, we can create these moments, and in return see greater retention.”
Director of External Engagement
University of Wisconsin
The big “so what”
Reading through these ideas from some of our partners, my biggest takeaway is that fans today want one-to-one personalization. Whether it’s through relevant marketing, contextualized messages, or tailored products built just for them, a common theme in attracting new audiences to live entertainment is understanding who they are and connecting with them exactly how they want.
What did we miss?
Do you have other ideas to attract new audiences to live sports and entertainment? Add to the conversation with the hashtag #ExpProTips or leave a comment below.