Where do my event attendees actually live? What neighbourhood did they come from? Many event organizers have asked themselves these questions while looking out at a full room on a Saturday night. The sales report tells you how many came, it doesn’t tell you where they came from.
AdmitONE’s Geo-Location Heat Mapping takes the sales data you already have and puts it on a map. You see where buyers cluster. You see the neighbourhoods near the venue where hardly anyone bought. You see the suburb that quietly filled up, or the city you never marketed to that showed up anyway.
The obvious thing to do with that is aim an offer at it. Say you have a $50, 1,500-ticket show at the Queen Elizabeth Theatre and the map shows 300 buyers coming in from Mississauga. You put a $5-off promo code through Mississauga partners and local ads. In that example it sells another 120 tickets at $45, which is $5,400 from one region, and you never discounted a ticket anywhere else. A citywide discount hands money back to people who would have paid full price. A regional one only reaches the region you picked.
The map also tells you how far people are willing to drive. Someone who crosses the city to get to your room chose it on purpose. Someone who drove past a closer venue to get to yours is telling you the closer venue isn’t their favourite. Once you can see that, you can book, price and market each room to match the people who actually show up to it.
At the Vogue Theatre in Vancouver, the audience comes from well outside downtown, so the map does a lot of work. Poster, ad and partner spend goes to the areas that light up instead of the whole region. The guests driving in from furthest away are the ones most likely to add a parking pass, so the venue knows who to offer it to. And when a sponsor asks which communities a show reaches, the answer is a map rather than a guess.
Our new whitepaper, all about Heat Maps show where your ticket buyers are, covers what the map shows, how to turn a cluster into a targeted offer, and what travel distance tells you about each of your rooms.
Download the whitepaper below.
