Ticket Buyers Are Shoppers


By: Ceci Dadisman

In: Marketing & Communications

A blog post recently published by the folks at dotdigital shares ideas on how to turn holiday shoppers into year-round buyers through email communications. As I read it, it struck me how these things are pretty much exactly the same for ticket buyers.

Our events are products and our ticket buyers are shoppers. (Our websites are e-commerce engines as well. But I digress…) Let’s not forget this.

I recommend that you read the post in it’s entirety, but here are some key points:

Talk to people like you know them. Because you do!

Beyond basic first name personalization, tap into the data you already have. As existing customers, you’ll have a wide range of information on them, from order insights to shipping address. You can use this in your sales emails to deliver a delightfully personal experience.

We have lots of data about our patrons and it is super easy to integrate that into email communications using custom fields. Rather than sending a generic email to lapsed donors, use some of the data like the date and amount of their last donation in the email to help make the case for them to renew.

Make patrons feel welcome

Welcome programs are essential for every new customer. During the Black Friday sales period, you need to take extra effort to introduce your brand. Storytelling is essential here. People remember stories better than stats and evoking an emotional response will keep your brand at the forefront of shoppers’ minds.

We talk a lot about the need to get new patrons but, in fact, we’re pretty gosh darn good at it. What we’re not generally good at is making them feel welcome and engaging them after the purchase. Creating a meaningful welcome program over the course of time will go a long way to keep them engaged.

Not every email should be a sales email

A strong brand story, teamed with a rewarding and engaging loyalty program content campaign, will keep customers coming back. They’re already choosing you over your competitors time and again, so don’t bore them with endless sales emails.

Communicating to patrons only when you are trying to sell them something will quickly cause them to tune you out. A well-rounded content campaign without sales messaging will be more engaging than one with sales messaging. Having CTAs are important when applicable, but not everything has to be a ask for a donation or ticket sale.

Ceci Dadisman
Ceci Dadisman
Ceci Dadisman is a marketing professional with more than 15 years of experience creating effective communications campaigns utilizing innovative, forward thinking methods. She is nationally recognized as a leader in digital marketing and specializes in multichannel communications campaigns. A frequent public speaker, Ceci’s recent and upcoming engagements feature national conference appearances at NTEN, Museums and the Web, National Arts Marketing Project, Arts Midwest, American Alliance of Museums, OPERA America, Midwest Museums Association, and Chorus America in addition to many other local and regional events. Known for her easy-going and vernacular style, she creates open learning environments with an emphasis on information sharing and useful takeaways. She is a member of the National Arts Marketing Project Advisory Committee and the West Virginia University College of Creative Arts Visiting Committee, and is a mentor in West Virginia University’s Creative Consultant program. She also teaches the arts marketing course at West Virginia University’s College of Creative Arts and is on the faculty of Chorus America’s Chorus Management Institute. Ceci was born and raised in Pittsburgh, PA and graduated from West Virginia University’s College of Creative Arts. She currently lives in Cleveland, Ohio.
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