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.
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?
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
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.
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.
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.
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.
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!