Fans are the main target in event sponsorships. As such, successful event sponsorship management relies heavily on understanding whether or not sponsors are connecting with fans. Ticketing and fan data goes a long way toward gaining a comprehensive understanding. The data is invaluable to understanding the fan mindset.
Incorporating ticketing and fan data is crucial for maximizing revenue as well. Likewise, it enhances sponsor satisfaction and improves the overall experience for both sponsor and fan alike.
Two Types of Data
Ticketing and fan data are two different types of data organizers can look at to enhance event sponsorship management. Fan data is easier to understand. It is data relating to fan demographics, interests, preferences, and behaviors. It is data that helps organizers understand fan mindset.
Ticketing data is different. It is data that is managed and analyzed within a ticketing system. Moreover, a ticketing system is an application or platform deployed to organize, track, and resolve all customer inquiries and requests.
At KORE, ticketing plays a significant role in event sponsorship management. KORE includes a robust ticketing module within its platform. Contact them to learn more about the data they collect and how it provides clear and actionable insights to make event sponsorship management more effective.
More Targeted Sponsorships
Fan and ticketing data can be leveraged in any number of ways. First on my radar is using it to produce more targeted sponsorships. How so? By creating sponsorship opportunities that are directly aligned with valuable fan data. Tying sponsorships to demographics and fan interests facilitates reaching fans most likely to respond positively to sponsor messaging.
Likewise, ticketing data can identify pain points and other areas of concern. The data helps organizers and sponsors customize sponsorship opportunities that avoid such pain points.
Customizing Sponsorship Packages
In addition to creating more targeted sponsorships, individual sponsorship packages can be customized based on each sponsor’s unique goals. Fan data lends itself well to such customization by highlighting how fan preferences can be aligned with a particular brand. Customization ultimately should lead to more personalized sponsorship deals that cater to fan interests.
How does ticketing data play into customization? The data points to things that can turn fans off. It identifies the types of queries that fans tend to make. Again, it’s about eliminating pain points and streamlining the fan experience. Ticketing data makes it possible to align that experience with the sponsor’s goals.
Marketing and Promotion
Lining up sponsors starts the ball rolling in the advance of a pending event. It is followed by marketing and promotion designed to get the sponsor’s message out there. Ticketing and fan data come into play when it’s time to make data-driven marketing decisions.
Event tech gathers information on ticket sales and merchandising. In-event information about concessions and other add-on sales is also gathered and analyzed. The data can be utilized both in real time and after the fact to create targeted marketing campaigns designed to maximize future ticket sales.
Giving the audience segmentation is an important part of event sponsorship management, the same ticketing and fan data gives insights that allow for more effective segmentation. This facilitates getting the right marketing message to each fan segment when that segment is most likely to respond positively.
An Indispensable Tool
Ticketing and fan data is indispensable to event sponsorship and management. They add to the full range of data points organizations and sponsors rely on to ensure success. And when sponsorships succeed, everybody wins – from sponsors to organizers to the fans themselves. Isn’t that the whole point of developing partnerships between organizers and sponsors?
