Our client, a fitness events business was looking to increase ticket sales to its existing events to fund growth of new events.
Whilst already a firm favourite amongst elite sports people they wanted to broaden their events appeal to a broader audience in order to boost ticket sales.
They needed a fresh plan to help broaden their appeal and identify new events locations.
After initial analysis we concluded that whilst their current customer base did have a skew towards elite sports people it was significantly more diverse than the client believed.
By utilising our in house audience intent modelling we were able to identify the humans behind the marketing segments which allowed us to redefine the targeting plan. With clear segmentation we were able to devise a new plan that allowed clear differentiation of audience groups, thus allowing us to advise on creative and messaging as well as identifying the right channels for targeting both existing and new customers.
The results were even better than we could have hoped – within 6 months we were seeing event ticket sales increasing 40% YOY. This success helped fund an additional 4 new events in the second half of the year.
In order to do this we utilised multiple data sources to map the UK and rank towns based on how closely they matched the target audience. This not only helped identify the 4 locations the client created events initially for but also developed into a 3 year plan to create a further 25 events.
