Audience Segmentation: Get Started Quickly
Even with simple segmentation you can start to tailor your marketing messages (making them that bit more persuasive), and as a result see an increase in conversion rate on your marketing activity.
Segmenting in Ticketsolve: Straightforward, Quick and Easy
Within Ticketsolve, there are two quick ways you can start segmenting your customers.
1. Filter your database using our bespoke report writer, and then add tags to customers.
Or
2. Use customer categories. This method requires box office agents to add customers to the category at point of sale (you can also give our lovely support team a list of customers we can do that for you en masse). That's it. A really simple and easy way to get started with segmenting. But how should you segment them? What is the best way to split up customers into categories that make sense to your business and that will make the most impact to ROI?
1. Lapsed Customers
Repeat after me: winning back lapsed customers is far cheaper (and easier) than trying to find new customers. So with that in mind, our first stop most definitely has to be to identify customers who have not been to an event in the last one to two years. Once segmented, you can then use a variety of campaigns to encourage them to re-attend. Promotions, coupons, offers etc., can be part of your arsenal. Even an email with just some pictures or a little "reminder" of the event that they attended can work really well. Ometria have written a great blog with called how to send great lapsed customer win-back emails. The article has some great tactics to use
2. First Time Customers
Most definitely, first time customers need a different communication approach than long standing customers. I think we can all agree that a great approach is to start a conversation with them - really get them in engaged with you. You don't want to bombard them with loads of emails about what’s on (but don't stay completely silent of course). Instead try talking to them; ask what they thought of their first experience at your venue, maybe offer them a little discount or a free drink on their next visit. Entice them back again. The objective is to turn your first timer into a customer with two or three visits a year - then you're in business.
3. Loyal Customers
Your loyal customers are different. They are visiting you more than two or three times a year. They expect you to know them on a personal level. And you should know who they are, what they like to see at the venue and what they had for breakfast (okay maybe that's over the top. But how about their favourite drink?). Not to come off too big brother-ish, but when you use the data that you have on them in your marketing activity, you are showing them that you really do listen and you really do know them. This gives them a sense of belonging and and anticipation on what's happening at your venue encouraging them to visit again.
4. Staff
A lot of venues forget to segment their staff. This is a very important to remember as including your staff in reports could skew results, and if you include them in marketing activities it could also cost money.
5. High Value Customers
Do you know your highest value customers? Those customers that spend the most with you, but maybe are not also donors or members yet? Looking closely at the customers that spend the most with you, and segmenting them into their own category is a great way to identify new donors, members or at the very least gives you an opportunity to start a deeper relationship with those customers. For example, if a customer has spent over £2,000 in the last year you may want to start a conversation with that customer about maybe becoming a member or even better - a donor. Giving them better value for their patronage will go a long distance in developing loyalty. In these instances, consider a handwritten letter or a phone call - that personal touch will go farther.
6. Schools and Local Business
Schools and local businesses really need a category to themselves. Not only will it improve your overall reporting, but schools and business need a different strategy. Consider that schools and businesses can become enthusiastic ambassadors for your venue. Regular updates about what's on, plus some comps (so they can come to the venue themselves) is a great way to get them engaged. The word of mouth they can generate to their customers, parents, children, etc., is really worth a few comps. Admittedly this post just scratches the surface on segmentation. What we wanted was to give you the basics so you can start quickly and simply. If you want, you can of course fine tune the filters to really pin down certain customers. Most important is to just get started! If you start to implement some of the above start to see results straight away. Happy segmenting!
Categories
Recent posts
- Networking: Building Your Tribe for Personal and Professional Growth
- Discover the Secrets Behind the Success of the Book of Kells Experience
- Unlock Efficiency and Engagement with Ticketsolve’s Email Automation Features
- Boost Your Fundraising with Ticketsolve’s Upgraded Donation and Gift Aid Features
- RECHARGE 2024 RECAP: Innovation in Product Development
Archive
- November 2024 (2)
- October 2024 (4)
- September 2024 (7)
- August 2024 (5)
- July 2024 (3)
- June 2024 (3)
- May 2024 (4)
- April 2024 (3)
- March 2024 (4)
- February 2024 (5)
- January 2024 (3)
- December 2023 (3)
- November 2023 (4)
- October 2023 (4)
- September 2023 (5)
- August 2023 (3)
- July 2023 (4)
- June 2023 (4)
- May 2023 (5)
- April 2023 (4)
- March 2023 (4)
- February 2023 (5)
- January 2023 (4)
- December 2022 (4)
- November 2022 (3)
- October 2022 (4)
- September 2022 (5)
- August 2022 (2)
- July 2022 (4)
- June 2022 (5)
- May 2022 (4)
- April 2022 (5)
- March 2022 (3)
- February 2022 (4)
- January 2022 (4)
- December 2021 (2)
- November 2021 (3)
- October 2021 (5)
- September 2021 (4)
- August 2021 (4)
- July 2021 (3)
- June 2021 (4)
- May 2021 (2)
- April 2021 (4)
- March 2021 (5)
- February 2021 (4)
- January 2021 (5)
- December 2020 (4)
- November 2020 (4)
- October 2020 (5)
- September 2020 (5)
- August 2020 (4)
- July 2020 (7)
- June 2020 (5)
- May 2020 (5)
- April 2020 (5)
- March 2020 (8)
- February 2020 (4)
- January 2020 (5)
- December 2019 (3)
- November 2019 (5)
- October 2019 (4)
- September 2019 (4)
- August 2019 (5)
- July 2019 (4)
- June 2019 (4)
- May 2019 (5)
- April 2019 (4)
- March 2019 (4)
- February 2019 (3)
- January 2019 (5)
- December 2018 (4)
- November 2018 (8)
- October 2018 (2)
- September 2018 (3)
- August 2018 (5)
- July 2018 (4)
- June 2018 (4)
- May 2018 (1)
- April 2018 (1)
- March 2018 (3)
- February 2018 (2)
- December 2017 (2)
- November 2017 (3)
- October 2017 (4)
- September 2017 (2)
- August 2017 (1)
- July 2017 (5)
- June 2017 (3)
- May 2017 (2)
- April 2017 (3)
- March 2017 (2)
- February 2017 (3)
- January 2017 (3)
- December 2016 (4)
- November 2016 (1)
- September 2016 (1)
- July 2016 (3)
- June 2016 (1)
- May 2016 (2)
- April 2016 (2)
- February 2016 (1)
- January 2016 (3)
- December 2015 (2)
- September 2015 (1)
- August 2015 (2)
- July 2015 (1)
- June 2015 (2)
- May 2015 (2)
- April 2015 (5)
- March 2015 (2)
- February 2015 (2)
- January 2015 (4)
- December 2014 (3)
- November 2014 (3)
- October 2014 (2)
- September 2014 (3)
- August 2014 (3)
- July 2014 (3)
- June 2014 (7)
- May 2014 (6)
- April 2014 (3)
- March 2014 (2)
- February 2014 (1)
- January 2014 (3)
- December 2013 (1)
- August 2013 (1)
- June 2013 (1)
- April 2013 (1)
Sign up for regular updates