Access All Areas April 2019 - Page 40

APRIL | NOEA COLUMN Understanding your audience with NOEA Susan Tanner, CEO, NOEA, reveals the association’s new partner and talks economics A n economist once said that understanding economics is really the understanding of people, and I think the same can be said for events. Let’s be honest, when it comes to converting creativity, effort, diligence and commitment into money, we’ve never been that great as an industry. It’s one of the reasons why See Tickets’ offering has impressed us - they look to help the organiser both make money and get that money in early. Let’s face it, cash flow remains a major cause of anxiety for many. They call on decades of experience of talking to the right audience at the right time – in the language that attracts them. Their aim is to maximise revenue and conversion by simplifying the customer journey, making add-ons and recommendations easy to purchase. Since See Tickets became Future Partners with NOEA, they have shared with us their insights into the event industry. As we thought, it’s fair to say that there is a lot more to it than putting tickets ‘on sale’ and endlessly refreshing your sales reports ,hoping for the best. Over the next few months, we’re working with them so they can share their experience with any organiser having sleepless nights around ticket sales, early bird pricing, and just knowing if, when and who will turn up on the day. Although they’re a ticketing business, they also act and function as a people-watching, research and marketing company. They’ve built up an intricate understanding of consumer behaviours: who they are, why they buy, where they go, and what they like. Whether it be launching new events, or finding new customers for existing events. See Tickets do this by studying their database, but 40 also working with event organisers to understand more about the events they organise, who they are aimed at, and most importantly how to find them. It’s for this reason that they joined NOEA and are delighted to become part of their Futures Programme. To become a Futures Supporter, our partners need to bring something to the table that will help our association grow and improve. It’s not just a logo on a website, it’s offering advice to our organisers, showing tangible change to better the events they work on. Aside from this, we are also interested in the security and safety elements of studying people. Event organisers need to know who is coming on the day and in which quantities, and this is where a good relationship with the ticketing company can be invaluable. It’s no secret to any event organiser: the secret to great cash flow is early ticket sales, and practically nothing ‘on the door’; this means that entertainment and services can be created to cater for the right numbers. But it also means that organisers can work with security ahead of the event, to keep the right people in and the wrong people out. When festivals work, and groups of like-minded communities get together, the impact can be inspirational. But it only happens when the event organiser has an understanding of people, and is surrounded with people who share this understanding. So we’ll be working with See Tickets to help support and educate both our organisers and attendees - the very essence of what a great event is all about – on how a better understanding of who you are marketing to and those who come through your doors will increase that bottom line. “There is a lot more to it than just putting tickets on sale”