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Identify Contacts Who Have Never Booked

Makes: The ability to target prospective customers in your database who have never bought tickets

 

Cooking time: 5 mins

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This recipe card was created in collaboration with Indigo-Ltd 

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The Tomorrow’s Audience research by Indigo-Ltd in partnership with Spektrix highlighted that 54% of audiences in 2023 were first-time attendees.

So, anyone who has a record in your database but hasn’t made a booking represents a golden opportunity. 

Knowing who exactly they are is a critical first step to targeting the right kinds of communications to this group of people — and ultimately bringing them through your doors for their first show.

EXPLORE OUR AUDIENCE DATA INSIGHTS

Outcomes 

  • Clear indication in your database of which contacts haven't booked tickets yet.
  • Easily use these tags in customer list segmentations and report criteria sets.

 

Ingredients

Metrics: pieces of information about certain items in Spektrix which you can use to filter your data in Criteria Sets. Find them by expanding the Tickets wrapper, then within that expanding the Customers wrapper. 
 
"Never Booked" customer metric: will identify any contacts in your database who have never bought a ticket.

Contact preferences: ways of gathering information about your customers and how they would like their personal data (email address, postal address, phone number, etc.) to be used
 
Autotags: ways of labeling your customer records automatically based on specific criteria, e.g. potential duplicate = true

 Cook

 

  1. In a new autotag set-up, create a new customer criteria (individual) of "never booked" by selecting the option and ensuring the box against it is checked.
  2. Include the correct contact preference if you are then going to use this segmentation for communication purposes.
  3. Sync directly with Dotdigital if you would like to use "Never Booked" for dynamic content in your emails, or for an automated Dotdigital program:
    • Go to Settings>Contacts>Contact Data Fields
    • Add a new Yes/No field called "NEVERBOOKED."

 

 

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Keep going

Once you identify who in your database has never booked a ticket, try inviting them for a special occasion. 

Bon appétit!

Once you've tagged your "never booked" contacts, you'll be able to target them within your marketing strategies for ticket sales. 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.