Wittdo's Live Music Study

INSIGHTS FOR INDUSTRY LIVE MUSIC STUDY (UK) Chris Jenkins

About Wittdo Helping drive demand for tourism, leisure & music.

An analysis of customer and ticketing data gathered from across the music industry, to gain insights into customer behaviour , observe demand trends , and identify how to make more effective use of data in marketing.
Live Music Study

To help venues and promoters drive demand and sell more tickets for live music through advanced analytics and data sharing The mission

Smaller businesses just don't have enough data of their own to analyse

Medium businesses may have data, but not enough about individual customers to draw conclusions

Large companies may be able to gain their own customer insights, but can't compare with the industry
What problem are we trying to solve?

Better understanding of overall attendance
Insight into consumer behaviour patterns
Loyalty - how often they go, how much they spend
Trends & changes in demand - help programming & marketing decisions
Understand your own customer performance in relation to the others
Help businesses improve marketing
Benefits of Sharing Data - Participants

Benefits of good data management and data collection
Importance of improving marketing effectiveness (relevance)
Explore cross-sell potential and promote collaboration
Understand customer travel trends
Insights from real data - this is not market research!
Benefits of Sharing Data - Industry

As the findings are based on aggregated data , they can be discussed openly via industry forums, and stimulate more sharing of ideas on such questions as:
What are the key audience trends across the industry. Where are we seeing growth?
How do customers' behaviours vary across the industry by geography/type?
Is programming in line with audience trends?
Which types are associated together to help cross sell?
Which customers haven't attended for a while - how can we get them to come back?
Should we send the same message to everyone, or customise it to specific audiences?
Benefits of Sharing Data – Industry (cont.)

A third of all tickets were purchased by customers with postcodes within a 5 mile radius of the venue
37% of customers travelled 10miles or less to concerts.
A third of customers travelled over 50miles to see a show.
People were prepared to travel further for concerts on a Saturday, but less likely to travel for shows on a Thursday
However, Jazz customers didn't seem so keen to travel with over 40% of ticket sales from customers within 5miles of the venue
The more expensive the ticket, the further customers were prepared to travel
Examples

59% of customers purchased their tickets more than one week in advance
14% of customers purchased tickets within 48 hours before the show.
37% of tickets were purchased within a week of the show
However, 64% of tickets for Jazz are purchased within the week of the show
Overall the most popular night for concerts was Saturday, with 27% of all tickets sold
For Jazz and Folk the most popular night was Friday
Of the other days of the week, Sunday was good for Folk, Thursday for Jazz and Tuesday for Classical concerts.
Examples (cont.)

There is a correlation between ticket price and advance purchase
For the lower priced tickets, up to £7, 50% were purchased within a week of the show.
23% of tickets priced £15 or more were purchased within a week of the show
Note that a third of tickets priced over £15 were purchased more that 6 weeks in advance
Examples (cont.)

Improve Communication
concentrate on residents or visitors depending on product / willingness to travel
what customers are most loyal, show repeat purchase behaviour?

Pricing
What price points work by genre, day of week?

Advance Sales
Are advance sales inline with trends?

Programming
Put on shows/product to target specific audiences
What works across the industry, not just my business
Using the Insights

Submit data Participants Businesses submit anonymised customer & ticketing/booking data. Analysis Results Reports Participants receive standard reports, analysis and commentary. Bespoke reports & benchmarks are also available. A summary is made available to the industry The Study All data is syndicated. We apply analytical techniques to produce tables and charts for the study. Action Marketing The information can be used to inform your programming and marketing decisions and help improve communications to customers. How it works

Submit data Analysis Results Action An ongoing study…

Membership Subscription: £100 per year
Platinum Sponsors: £1000 per year
National Sponsors: £5000 year
CONTACT
Chris Jenkins
E: info@wittdo.org | T: +44 (0) 207 193 6786 | www.Wittdo.org
Sponsorship

Wittdo's Live Music Study

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