INSIGHTS FOR INDUSTRY

LIVE MUSIC STUDY (UK)

Chris Jenkins

About Wittdo

Helping drive demand for tourism, leisure &

music.

An analysis of customer and ticketing data gathered from across the music industry, to gain

insights into customer behaviour, observe demand trends, and identify how to make more

effective use of data in marketing.

Live Music Study

To help venues and promoters drive demand and sell more tickets

for live music through advanced analytics and data sharing

The mission

• Smaller businesses just don't have enough data of their own to analyse

 • Medium businesses may have data, but not enough about

individual customers to draw conclusions • Large companies may be able to gain their own customer

insights, but can't compare with the industry

What problem are we trying to solve?

• Better understanding of overall attendance

• Insight into consumer behaviour patternso Loyalty - how often they go, how much they spend

• Trends & changes in demand - help programming & marketing decisions

• Understand your own customer performance in relation to the others

• Help businesses improve marketing

Benefits of Sharing Data - Participants

• Benefits of good data management and data collection

• Importance of improving marketing effectiveness (relevance)

• Explore cross-sell potential and promote collaboration

• Understand customer travel trends

• Insights from real data - this is not market research!

Benefits of Sharing Data - Industry

As the findings are based on aggregated data, they can be discussed openly via industry forums, and stimulate more sharing of ideas on such questions as:

• What are the key audience trends across the industry. Where are we seeing growth?

• How do customers' behaviours vary across the industry by geography/type?

• Is programming in line with audience trends?

• Which types are associated together to help cross sell?

• Which customers haven't attended for a while - how can we get them to come back?

• Should we send the same message to everyone, or customise it to specific audiences?

Benefits of Sharing Data – Industry (cont.)

• A third of all tickets were purchased by customers with postcodes within a 5 mile radius of the venue

o 37% of customers travelled 10miles or less to concerts. o A third of customers travelled over 50miles to see a show.o People were prepared to travel further for concerts on a Saturday, but

less likely to travel for shows on a Thursdayo However, Jazz customers didn't seem so keen to travel with over 40%

of ticket sales from customers within 5miles of the venueo The more expensive the ticket, the further customers were prepared to

travel

Examples

• 59% of customers purchased their tickets more than one week in advanceo 14% of customers purchased tickets within 48 hours before the show.o 37% of tickets were purchased within a week of the showo However, 64% of tickets for Jazz are purchased within the week of the

show

• Overall the most popular night for concerts was Saturday, with 27% of all tickets soldo For Jazz and Folk the most popular night was Fridayo Of the other days of the week, Sunday was good for Folk, Thursday for

Jazz and Tuesday for Classical concerts.

Examples (cont.)

• There is a correlation between ticket price and advance purchaseo For the lower priced tickets, up to £7, 50% were purchased within a

week of the show.o 23% of tickets priced £15 or more were purchased within a week of the

showo Note that a third of tickets priced over £15 were purchased more that 6

weeks in advance

Examples (cont.)

• Improve Communicationo concentrate on residents or visitors depending on product / willingness to travel  o what customers are most loyal, show repeat purchase behaviour?

 • Pricing

o What price points work by genre, day of week? • Advance Sales

o Are advance sales inline with trends?  • Programming

o Put on shows/product to target specific audienceso What works across the industry, not just my business

Using the Insights

Submit data

ParticipantsBusinesses submit anonymised customer & ticketing/booking data.

Analysis Results

ReportsParticipants receive standard reports, analysis and commentary. Bespoke reports & benchmarks are also available.A summary is made available to the industry

The StudyAll data is syndicated. We apply analytical techniques to produce tables and charts for the study.

Action

MarketingThe information can be used to inform your programming and marketing decisions and help improve communications to customers.

How it works

Submit data Analysis

ResultsAction

An ongoing study…

•Membership Subscription:   £100 per year •Platinum Sponsors:           £1000 per year •National Sponsors:               £5000 year

CONTACTChris Jenkins

E: info@wittdo.org | T: +44 (0) 207 193 6786 | www.Wittdo.org

Sponsorship