Earlier this week, I wrote a blog about the trends that I felt cut through much of this year’s INTIX conference. Today I wanted to shift my focus a little bit to focus on some of the ideas that will drive the trends forward and help all of us grow our audiences and our business over the next few months.
Data is no longer something that has intangible value, it has immediate tangible value:
There was a really interesting panel that featured Anthony Esposito, Martin Gammeltoft, and Shawn Robertson talking about using data to create magical customer moments.
While much of the conversation about data has focused on making sure we have access to data and we are finding ways to use it, this panel gave some real-world examples that show that just collecting data and hoping to find a use for it is aiming low and that real impact can happen immediately.
Anthony shared several examples of how the Atlanta Braves social media team collects data during a game and responds quickly to customer feedback to resolve issues and drive revenue.
Shawn shared the story of a PR person that had suffered an injury that required her to use the ADA facilities at his venue and how this led to her voicing complaints on Twitter. In real time, Shawn was able to respond to her complaints, understand where they were coming from, and have a conversation with her that led to a retraction of her complaint and tweets about the positive experience she enjoyed going through the learning process with Shawn and his staff.
And, Martin shared a number of examples of ways that Artificial Intelligence can create moments of engagement with clients, many of them happening proactively due to the fact that organizations can use their data to discover trends or patterns that they want to disrupt or reward without the guest even knowing that data was at the heart of the solution.
All of these examples and stories, showed real tangible benefits that can be gained for the customers and the venues.
There is a great deal of revenue that can be discovered by venues just giving customers what they want:
I sat on a panel with Andrew Thomas and Alan Gefland that opened a lot of people’s eyes to the ways that we can generate revenue just by rethinking the customer journey and the way that we engage with our customers through their buying and attendance process.
Andrew pointed out that airlines do a great job of upselling and allowing customization of the buying journey at multiple points in the process. With the most important idea being that they never lose sight of the real goal: getting you to buy your airline ticket.
Alan had an entirely different point he wanted to make because he sees the check-in process as a great opportunity to engage clients at a point where they are ready to go and excited about their event. He said the excitement in the lead-up to a show can create revenue opportunities through things like seat upgrades, merchandise sales, and food and beverage add-ons.
The theme of revenue was shown in other places as well. Booking Protect CEO, Simon Mabb, gave a talk about how Booking Protect has used customer review sites as a driver of revenue and business with examples of how positive reviews have helped organizations deliver better service and experiences to their customers.
David Ciano from Spektrix shared how getting all of the revenue generating departments in your organization on the same page can help expand your revenue, put you in a position to tell a more complete story to your market, and improve the service customers receive.
The big idea here was that we are not limited in the ways that we can generate revenue. We are only limited by our creativity in finding new ideas that will create value for our guests.
All roads lead to customer focus:
I put it down as a theme and the big idea that centered this year’s INTIX for me was that all roads lead back to the customer.
I’ve been going on and on about the need to offer customers more customization in their purchases and more peace of mind in the buying process for a long time. And, it seems like other folks are seeing some of the same trends that I am because INTIX was extremely customer focused this year.
Some of the ideas that really stood out to me included Michal Lorenc and Mallory White’s research into the way that digital tools can reach customers where they are and help nurture them through the sales funnel.
And, for those of you that are skeptical of digital sales and marketing efforts, they shared a mind blowing statistic that if you can get casual fans to buy 1 more ticket a year, that will generate over $2B in new revenue.
Robert Jennings shared how Dynamic Pricing can be a great partner to any organization and how it can make certain customers have the opportunity to purchase tickets in a way and at a time where they feel most comfortable.
And, Nick Begley, from AudienceView, shared how we can use social media to our advantage before, during, and after an event to allow our guests to boost social proof and social engagement in ways that makes our customers feel good and drives revenue for our events.
What all of these ideas and suggestions showed me was that being customer focused is wise business that drives revenue and makes everyone feel better too.