Using Data to sell more tickets


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We talked about how event organizers can use data to sell more tickets. In the presentation, we specifically cover:
- When, how and what data to gather
- How to track and optimize your marketing
- How to store the data and leverage it forever

We also highlight how Eventbrite and Batchbook can specifically make you a better event organizer -- allowing you to spend your limited time and resources only on what matters and what's returning value!
"In God we trust, everyone else bring data." - Edwards Demind

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  • Pamela O’Hara CEO & is CEO of Batchbook, which she co-founded in 2006. She is responsible for setting the overall direction and product strategy for the company. As a businesswoman and a mother, Pam is committed to running a company that can adapt to the unique needs of both its employees and its customers to foster better organization, increased productivity and a more balanced life. A seasoned conference speaker, Pam regularly shares her experiences as an entrepreneur and expert on data management tools and methodologies in a voice mixed with Yankee practicality and Southern charm.Most surprising fact about yourself: I don’t like sweet tea. It’s a southern thing. I have to eat twice as many grits to convince folks I really am a belle.Mitch Colleran - Partnership Manager, EventbriteMitch has a been at Eventbrite for 3 years and leads Partnerships and Integrations. In his role, he speaks with 100s of companies in the event tech space -- which provides a front row seat for seeing what technologies are being used to enhance events.FUN FACT: "I am obsessed with Urban Development, so I can spend hours looking at digital renderings of new skyscrapers or public transit projects."
  • 38% of events have only sold ½ their tickets in the week prior to the event – let’s figure out how you can speed that process up and make sure your target audience Is getting excited about the event.
  • (in fundraising, Returning participants raise more money. In fact, they may outperform new participants by over 6x according to Blackbaud’s 2012 Peer-to-Peer Fundraising Benchmark Study.)
  • Alternate version
  • Use Batchbook to:Print mailing labelsSend postcards (Direct Mail Manager)Send email campaigns (MailChimp, ActiveCampaign)Follow and post social updates (HootSuite)Make phone callsInvite to future events (Eventbrite)
  • Using Data to sell more tickets

    1. 1. 3 Ways to Supercharge Your Ticket Sales &
    2. 2. Agenda • Introductions • When, How and What data to gather • Track and optimize your marketing • Store the data and leverage it forever • Key Takeaways • Q&A
    3. 3. Today’s Speakers Mitch Colleran Partnership Manager, Eventbrite @Colleran! Pamela O'Hara CEO & Co- founder, Batchbook @pamohara @batchbook
    4. 4. Eventbrite delivers a complete registration solution that’s intuitive, social - and powerful. More than 500,000 organizers have used Eventbrite to power their online registrations. Over 1.7 million events have been organized on Eventbrite with 50 million registrations sold and counting.
    5. 5. Batchbook helps small businesses grow by building better relationships with the right people. Small businesses and teams can use Batchbook to track customer contact info, conversation history, social postings, as well as custom data and follow up tasks to become more efficient and connected to customers leading to faster growth.
    6. 6. Quick question before we get started: At what point has an event sold 1/2 of its tickets?
    7. 7. Gather data •Get to know your audience •Track your marketing efforts •Focus on what’s working
    8. 8. Get to know your audience
    9. 9. During event registration
    10. 10. Make each field earn it’s keep
    11. 11. Ideas on attendee information to gather • Profile/demographics • Contact information • Expectations & pain points • Meal preferences • Social Media information
    12. 12. Find just the right people to invite Use Batchbook to: • Find people by geographic location • Find people with similar interests • Find people at certain stages of the relationship
    13. 13. If you want a crowd, invite fewer people 1. Gear your event to a specific group of people • People who are more likely to take action • People who are likely to spread the word 2. Market that event directly to them 3. Make it a “must-attend” for that group
    14. 14. Track and optimize your marketing
    15. 15. Use tracking links
    16. 16. How did you hear about this event?
    17. 17. How do I track and optimize social media? It’s already done for you.
    18. 18. Traffic Sources to Eventbrite in January 2008
    19. 19. One attendee: 262 friends* Potential reach: 68,600 friends *Average number of Facebook friends per user in 2012. Source: Arbitron: Edison Research
    20. 20. $4.15Increase in revenue
    21. 21. pre- purchase 40%post- purchase 60% The motivation to share is higher once the purchase has been made. When the event was shared
    22. 22. A post-purchase share is more impactful A post-purchase share on Facebook drives 20% more ticket sales per share than a pre-purchase share.
    23. 23. 40% open rate 30% click rate
    24. 24. The follow up bird gets the worm • When you want action, make it obvious what attendees should do • Stay in touch after the event for a higher success rate • Don’t forget those that didn’t make it
    25. 25. Sort your event list Use Batchbook to • Import from Eventbrite • Tag contacts • Reach out to everyone • Export to email software
    26. 26. Keep the Conversation Going Stay in touch by sharing related information • Thank you notes, articles, promos and coupons, new events, surveys Use your channels • Email, social, direct mail, phone calls, smoke signals
    27. 27. Organize all that follow up Use Batchbook to: • Print mailing labels • Send postcards • Send email campaigns • Follow and post social updates • Make phone calls • Invite to future events
    28. 28. Key Takeaways • Collect information that will help accomplish your business goals • Track everything! • Use the data to optimize your marketing • Encourage social sharing • Segment your database • Keep the conversation going
    29. 29. Q&A Interested in learning more about Eventbrite? • Attend a live demo: • • • Interested in learning more about Batchbook? • Watch our video: • Email us at • @Batchbook • Use promo code “batchbrite” for 25% for 3 months