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Identify First-time Bookers

Makes: A tag that allows you to easily know who was buying tickets from you for the first time

 

Cooking time: 10 mins

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This recipe card was created in collaboration with Indigo-Ltd 

woman clapping in audience - AdobeStock-428951346

 

54% of audiences in 2023 were new  — but who exactly are the first-timers at your organisation?

Knowing this means you can benchmark their behaviour against the Tomorrow’s Audience data developed by Indigo-Ltd in partnership with Spektrix. 

Meanwhile, tracking your first-time bookers' behaviour will lead to a greater understanding of their motivations and barriers, ultimately leading to more personalised and targeted communications that will better serve both them and you. 

 

READ THE TOMORROW'S AUDIENCE REPORT

Outcomes 

  • Have a standard way of accurately identifying first-time bookers so that your whole organisation can trust the data
  • Be able to encourage them to book again with targeted and personalised messaging

 

Ingredients

 
‘First visit’ purchasing metric: identifies if the included ticket is/was the customer's first visit. This always has to be used in conjunction with something else e.g. purchase date, event date, or specific event 

‘Booked Once’ customer metric: finds all customers who have made an unreturned booking for only one event (not instance) where the event instance is included in metrics

Booking date or attendance date for the first visit
 
Autotags: ways of labelling your customer records automatically based on specific criteria, e.g. potential duplicate = true

 Cook

 

  1. Define who you are looking for and what you’d like to know about them, e.g they booked their first visit yesterday, or they attended their first visit 365 days ago.
  2. Set up a new autotag, using the following criteria:
     
    • Purchasing segment with ‘First visit’ box checked, in conjunction with relevant transaction date and/or event date
    • Customer segment with ‘booked once’ checked
  3. The autotag can be used as a segment in customer lists or for reports criteria sets, or equally the same set up can be used to create customer lists or report criteria sets.
  4. If you are then going to use this segmentation for communication purposes remember to include the correct contact preference.

 

 

pot-with-veggies-tickets-arts-dance-music

 

Bon appétit!

Once you know who your first-timers are, you can track their behaviour and use smart marketing strategies to speak directly to them. Keep exploring our recipe box to fill your store cupboard with more ideas and insights on how to reach tomorrow's audiences. 

 

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