Event Marketing

Drive repeat business with push notifications

By Angus Jefford

If you use a conventional ticket agent as your primary outlet, they will be doing very little to help you drive repeat business. Think about it. All your marketing and promotion sends your customers to their websites to buy your tickets, but then what?

As soon as you send your customers to a conventional ticket agent to buy your tickets, they then become the ticket agent’s customers. And herein lies the issue.

Rather than help you promote your next event, most conventional ticket agents will profile your customers, then target them with ads, newsletters and whats on guides containing what they perceive to be ‘similar events’ to yours. More often than not, these will be your competitor’s events.

At Fatsoma, we don’t believe this is right. The model we operate is completely different. Instead of promoting your competitors events to your customers, we give you the tools to build your brand, build your customer base and re-market to your customers.

Introducing Event Announcements

Fatsoma’s free event announcement tool is the best and most cost-effective way to re-market to your customers and drive repeat business. Before we explain how it works in more detail, there are a few concepts that you need to understand:

  • As with Facebook, on Fatsoma your business has its own page where all your upcoming events are listed (example – https://www.fatsoma.com/milkshake)
  • The same way your Facebook page builds likes, your Fatsoma page builds followers.
  • Every time a customer buys a ticket for your event on Fatsoma, they get added as a follower of your page.

That’s where the similarity with Facebook ends. At Fatsoma, we don’t charge you to re-market to your followers. Through our event announcement tool, you can broadcast your upcoming events through mobile push notifications directly to your customer’s phones.

After opening a push notification, customers are just three clicks away from purchasing a ticket for your event. Which is probably why, between September 1st 2017 and December 31st 2017, 61% of people who open a push notification went on to buy a ticket.

The impressive stats don’t stop there. No matter what type of event, whether it be a niche underground nightclub, commercial nightclub, or student night, event announcements are shown to sell anywhere between 20 and 40% of ticket allocations in 1 click.

NGHTWRK

A bi-weekly club night based out of Chester, NGHTWRK plays host to some of the best local, national and international DJ talent. After using Fatsoma for just over 18 months, they are regularly selling between 20% and 30% of ticket allocation through push notifications (https://www.facebook.com/nghtwrkchester/).

The graph shows the % of tickets sold for NGHTWRK through the Fatsoma App after event announcements. The time period is between September 1st and October 27th, 2017.

Projekt Leeds

With unparalleled production, performers and special guest DJ’s, Projekt is Leeds biggest Saturday night, playing host to 2000 revellers week in week out. Popular with incoming students and Leeds natives alike, after eight weeks of the new academic year, Projekt are selling close to 30% of allocation through push notifications. (https://www.facebook.com/ProjektLeeds/).

The graph shows the % of tickets sold for Projekt Leeds through the Fatsoma App after event announcements. The time period is between September 1st and October 27th, 2017.

Milkshake Events

Established in 2002, Milkshake is London’s longest running student events company, hosting weekly parties at Ministry of Sound London. Just eight weeks into the new academic year, they are selling 27% of tickets sold through push notifications (https://www.facebook.com/MilkshakeOfficial/).

The graph shows the % of tickets sold for Milkshake Events through the Fatsoma App after event announcements. The time period is between September 1st and October 27th, 2017.

After eight weeks (or eight events), most event organisers and venues using Fatsoma see between 20% and 40% of ticket sales coming through push notifications. As a result, many are then able to reduce marketing spend in other areas.

A shift in thinking

As we touched on earlier, the problem with the conventional ticket agent model is they treat your customers as their customers. Profiling them and target them with ads, newsletters and whats on guides containing other peoples events.

While they are still around, for some event organisers and venues, conventional ticket agents may be a necessary evil. But, if you do need to use them, shouldn’t you be making them work to sell your tickets rather than helping build up ‘their’ customer base? After all, isn’t that part of their sell:

Hello,

I’m getting in touch from any generic conventional ticket agent.

If you list your event with us, we’ll give you lots of marketing support to help you sell your tickets! We have:

  • An XXX strong database and can do mailouts for you
  • XXX visitors to our website each month
  • It would be great to speak more about this. Let me know if you’re interested.

Regards,

At Fatsoma, we know a lot of money, passion, blood (sometimes), sweat and tears go into making your event a success. That’s why, with Fatsoma your customers are precisely that, your customers.

We’re dedicated to building you the tools to help that not only help you sell out your events but in the case of event announcements, keep your customers coming back for more.