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.

1. 7 REASONS YOU SHOULD
OWN YOUR CUSTOMER DATA
Building Your Business with Rockhouse Partners

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. rockhousepartners.com
There is no substitute for building & owning a one-on-one relationship with your fans.

14. rockhousepartners.com
Own your data. Own your future.

15. rockhousepartners.com
Say hello.
hello@rockhousepartners.com