Whether you manage an arena or a small theatre, it can be challenging to get a clear read on your audience. What shows do they want to see? How much are they really willing to pay for tickets? How to they want to buy those tickets?
When our friends at Sioux City Live raised these questions, we knew there was a huge opportunity to not only get them answers, but to lock in valuable data about their fan base.
To capture fan feedback and data and email addresses, we built an in depth Fan Survey that covered all of these elusive questions in a simple interface. Once we had the link to the survey form, we shared the tracked link to the entire Sioux City Live email list and all of their social channels.
The incentive? All respondents were automatically entered to win two tickets to any show of their choice. Upcoming shows included Echosmith, The Avett Brothers, Jackson Browne and CMT on Tour, so we felt confident that the show variety would draw diverse participants.
It’s simple: Surveys don’t always succeed because people aren’t given an incentive. Fan opinions are valuable, and Sioux City Live was happy to provide the best possible incentive: Two free tickets to any upcoming show.
What We Did
Once the survey form was assembled and tested, we sent subscribers this email, and shared the tracked survey link across Sioux City Live’s social channels. Not only did this method draw in existing subscribers — but fans participating on social drew in new fan captures.
Two weeks after first launching the survey, we closed the form and compiled responses. With over 1,100 unique entries, we had a massive database of responses to sift through.
After we randomly selected and contacted the winner of two free tickets, we compiled all other entrants for a remarketing campaign. This “We’re Sorry You Didn’t Win” email gave us the opportunity to thank participants for their time, and remind them of upcoming shows.
How People Buy
The survey reinforced that people have, and will continue to buy tickets online. Nearly 70% of respondents said they prefer buying online, as compared to the 24% who still like hitting the box office.
What They’ll Spend
We posed a tough question: If your dream performer were to announce a date at a Sioux City Live venue (we’re talking Beyonce meets The Rolling Stones), what’s the most you’d pay for a ticket? 64% would be willing to pay $50-$100, with a mere 14% saying they’d spring for a ticket over $100.
Much of the positive feedback was echoed across submissions: Sioux City Live offers a great entertainment lineup on a user-friendly ticketing platform: “Your ticketing company is very user friendly and straightforward,” their venue security is excellent, and their recent renovations made the historic Orpheum Theatre even more of an experience. Our personal favorite: “You do a good job with emails…not too many; just right. Thanks.”
There was also some frequently mentioned constructive feedback. Some were expected: Pull in a wider variety of shows, cheaper tickets, et cetera. Others wanted shuttle service for more events, better handicapped facilities, senior citizen discounts, fewer shows on weeknights (“too hard to find a babysitter”) and cheaper beer.
Positive or negative in nature, all fan comments were read and considered. At the end of the day, fan feedback will only help Sioux City Live improve the fan experience.
While the fan feedback was the goal of this survey, the data we captured took home the MVP title. All 1,000+ entrants identified the entertainment genres they’re interested in hearing about and gave a brief list of performers they’d love to see. Just like that, we were able to import their emails into perfectly segmented genre preference groups!
Did You Know: MailChimp measured segmented campaigns, and found that the Open Rate was nearly 15% higher than with non-segmented campaigns. Click Rates were 60% higher as well.