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7 REASONS YOU SHOULD 
OWN YOUR CUSTOMER DATA 
Building Your Business with Rockhouse Partners
Whether it’s a ZIP code or an email click, this information is criticalin defining a successful marketing strategy. 
What ...
rockhousepartners.com 
YOUR DATA IS ONE OF YOUR MOST VALUABLE ASSETS. 
After your venue and the land it’s built on, your e...
rockhousepartners.com 
YOUR DATA IS YOURS. PERIOD. 
Your ticket buyers are YOUR customers. By owning that relationship, yo...
rockhousepartners.com 
YOU SHOULD RECEIVE SPONSORSHIP DOLLARS 
FOR YOUR DATA. 
Sponsors and vendors don’t get free reign t...
rockhousepartners.com 
YOUR CUSTOMER DATA SHOULD ONLY BE USED TO SELL 
TICKETS TO YOUR EVENTS. 
Home Depot wouldn’t share ...
rockhousepartners.com 
OWNING YOUR DATA LEADS TO HIGHER RETURNS. 
Selling other venues’ tickets to your customers diminish...
rockhousepartners.com 
LETTING OTHERS EMAIL YOUR SUBSCRIBERS WILL EVENTUALLY KILL YOUR LIST. 
Exhausting your customers wi...
rockhousepartners.com 
WHEN YOUR TICKETING COMPANY PUMPS THE MARKET FOR TRANSACTIONS … WHO WINS? 
The concept of ‘Sharing’...
rockhousepartners.com 
A Quick Case Study 
Sell out their event and build their email list to reduce their traditional mar...
rockhousepartners.com 
Note: The client’s ticketing company promised to provide ‘marketing support’ by sending out emails ...
rockhousepartners.com 
70% of their ticket sale clicksoriginated from email campaigns sent to their carefully cultivated l...
rockhousepartners.com 
There is no substitute for building & owning a one-on-one relationship with your fans.
rockhousepartners.com 
Own your data. Own your future.
rockhousepartners.com 
Say hello. 
hello@rockhousepartners.com
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7 Reasons You Should Own Your Customer Data

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As a venue, what do you consider to be your most valuable data? Email addresses? Zip codes? Ticket purchases? And… once you get access to this data, who does it really belong to?

Our short answer: YOU.

Like all good marketers, we ask a lot of questions. In this slideshare, we’ll take your through the tough questions concerning venue managers today and provide answers to help identify your most valuable customer data and how to use it to build long-standing relationships that drive lifetime ROI.

Published in: Marketing
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7 Reasons You Should Own Your Customer Data

  1. 1. 7 REASONS YOU SHOULD OWN YOUR CUSTOMER DATA Building Your Business with Rockhouse Partners
  2. 2. Whether it’s a ZIP code or an email click, this information is criticalin defining a successful marketing strategy. What is your most valuable data? And … once you get it, whose data is it? Not your ticketing company’s. Not your sponsor’s. Not your food and beverage vendor’s. Yours. Email Addresses ZIP/Postal Codes Ticket Purchases Demographics Lifetime Customer Value Engagement Metrics
  3. 3. rockhousepartners.com YOUR DATA IS ONE OF YOUR MOST VALUABLE ASSETS. After your venue and the land it’s built on, your email database is probably your most valuable asset and the#1 driver of recurring revenue. 1 Do you know the value of your email database in dollars? $17 Average annual value of an email address
  4. 4. rockhousepartners.com YOUR DATA IS YOURS. PERIOD. Your ticket buyers are YOUR customers. By owning that relationship, you help grow and nurture long-term revenue streams and brand loyalty. 2 Who do you want controlling your brand, content, and customer relationships? 3x more to activate than returning customers New customers cost
  5. 5. rockhousepartners.com YOU SHOULD RECEIVE SPONSORSHIP DOLLARS FOR YOUR DATA. Sponsors and vendors don’t get free reign to message your customers without your permission. Do you allow your beer vendor to email your patrons? 3 What would a sponsor pay to message your customers? $100k Some venues charge for access to their customers
  6. 6. rockhousepartners.com YOUR CUSTOMER DATA SHOULD ONLY BE USED TO SELL TICKETS TO YOUR EVENTS. Home Depot wouldn’t share their customer email list with Lowe’s. You wouldn’t willingly share yours with a competing venue, would you? 4 Why should YOUR database be the shared property of every other venue within 250 miles? Why should your customer database be the shared property of every venue within 250 miles?
  7. 7. rockhousepartners.com OWNING YOUR DATA LEADS TO HIGHER RETURNS. Selling other venues’ tickets to your customers diminishes the value of your direct relationship with them. Your customers have limited discretionary entertainment dollars to spend. 5 18x Relevant emails drive more revenue than general e-blasts How much revenue do you receive from ticketing companies promoting other venue shows to YOUR customers?
  8. 8. rockhousepartners.com LETTING OTHERS EMAIL YOUR SUBSCRIBERS WILL EVENTUALLY KILL YOUR LIST. Exhausting your customers with messaging from multiple venues or a ticketing company is a quick way to lose them. 6 How many times do your customers get emailed per month? Per week?
  9. 9. rockhousepartners.com WHEN YOUR TICKETING COMPANY PUMPS THE MARKET FOR TRANSACTIONS … WHO WINS? The concept of ‘Sharing’ data implies mutual benefit and assumes an infinitely large marketplace. Do you really win more than you lose? 7 Would these companies share their email lists?
  10. 10. rockhousepartners.com A Quick Case Study Sell out their event and build their email list to reduce their traditional marketing spend in future years. OUR CLIENT’S GOAL
  11. 11. rockhousepartners.com Note: The client’s ticketing company promised to provide ‘marketing support’ by sending out emails to ‘A Big List’ of peoplewho had no interest in our client’s events, but were simply part of ‘A Big List’ of people. Through sponsor activation, social media, and contesting, we captured email addresses and helped the client grow their email list to 100K+ while building awareness for the event. We then helped build compelling mobile-optimized email campaigns. From there, we worked with the client to build anticipation & awareness for the on-sale dateon all digital, traditional and PR channels. WHAT WE DID A Quick Case Study
  12. 12. rockhousepartners.com 70% of their ticket sale clicksoriginated from email campaigns sent to their carefully cultivated list. This drove over 90% of their tickets sold & total revenue. How much did their ticketing company’s email list contribute?Less than 1%. The Results
  13. 13. rockhousepartners.com There is no substitute for building & owning a one-on-one relationship with your fans.
  14. 14. rockhousepartners.com Own your data. Own your future.
  15. 15. rockhousepartners.com Say hello. hello@rockhousepartners.com

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