It’s Not How Big It Is, It’s What You Do With It. Your Database That Is.
Events Blog
June 21, 2022
Audience CRM

It’s Not How Big It Is, It’s What You Do With It. Your Database That Is.

Bigger isn’t always better when it comes to databases.

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Bigger isn’t always better when it comes to databases. Would you rather have a database of 100,000 contacts and have 5% of them converting to sales or a database of 60,000 contacts with a 20% conversion rate?

But, how do you ensure you’ve got an engaged database that is full of quality contacts that’ll convert to paying (and returning) customers? 

Segment To Increase Conversions and Minimise Unsubscribes 

Segmenting your audience allows you to increase conversion rates on the marketing comms you send out as well as decrease the likelihood of an opt-out from fans.

Why? Well, let’s say if you’re a 40-year-old guy who likes Metallica and Korn, it’s highly unlikely you’ll want to hear when Miley Cyrus or the Jonas Brothers are coming to town. That’s in most cases, if you’re reading this and you like Metallica and Miley…  

Using segmentation allows you to ensure the money you are spending on your marketing reaches the right people, at the right time, in the right place and way. 

Segmentation is now more important than ever. According to research, segmented campaigns get 14.37% more opens and 64.78% more clicks than non-segmented campaigns.

Understand and Know Your Audience 

What good does a large database do for you if you don’t know your audience? You may know the number of total contacts you have, but can you drill down into your data to understand it further? 

What do you want to know about your fans? How will you segment them based on your next event?

Audience Republic’s Insights allows you to identify your top spenders, most loyal attendees, demographics, and most popular artists/tracks that fans are listening to in order to get a more intimate understanding of the fans that make up your database. 

A Home Base for Your Database 

You’ve probably got customer data spread across a few different platforms. Various social media profiles, ticketing platforms and one (or more) email providers.

Consolidation and management of all this data in one platform, not only streamlines your operations and creates efficiencies, it means you can get back to doing what you do best instead of being stuck exporting and importing lists from here, there and everywhere.  

Audience Manager, allows for this simple consolidation to house and manage your data. You can our handy integrations that do that data transfer for you from various ticketing and social media platforms that you used for previous events finally giving all of your data one place to live. 

The Value of a Good CRM

Data is invaluable and will be your biggest asset when it comes to selling more tickets and increasing conversion rates. 

It is vital, however, that data is actively managed and housed on a platform that is purpose-built for concerts, festivals, events and artists. Without proper segmentation tools and insights, you’ll be risking unsubscribes and disinterested fans. 

See our CRM and Insights as well as a raft of other features that will help you sell more tickets on a product demo with one of our team

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It’s Not How Big It Is, It’s What You Do With It. Your Database That Is.

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