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Identify First-time Attendees

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 organization?

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

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

 

EXPLORE OUR AUDIENCE DATA INSIGHTS

Outcomes 

  • Have a standard way of accurately identifying first-time attendees so that your whole organization can trust the data
  • Be able to encourage them to book again with targeted and personalized 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 labeling 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 setup can be used to create customer lists or report criteria sets.
  4. If you are 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 behavior and use smart marketing strategies to speak directly to them. Keep exploring our recipe box to fill your pantry with more ideas and insights on how to reach tomorrow's audiences. 

 

TRY MORE RECIPES

 

*These recipes were crafted in response to the Tomorrow's Audience Indigo Share: Hot Topic, created in partnership with Spektrix and in association with a consortium of many of the UK's leading arts organizations. The rise in first-time audiences is mirrored in our US and Canada data, and we're confident that the tactics recommended here are relevant to both regions.