Nothing beats live experience for brand engagement, says Eventbrite co-founder

Digital events website shares how retail and media brands are utilising different event formats to improve customer and staff engagement

Renaud Visage
Renaud Visage

In the era of rampant music piracy, many musical acts have learned the best way to recoup lost revenue is to more effectively monetise something that can’t be pirated – a live experience. Australian’s love of live experience is being picked up by brands as a means of growing their connection with customers and boosting revenue.

Data recently released by online event ticketing service, Eventbrite, showed 93 per cent of Australians surveyed had attended some form of live experience in the past 12 months, ranging from sporting events to concerts, parties and food events. While that figure may not be unexpected, more surprising was the finding that 23 per cent of Australians surveyed had been involved in the creation of a ticketed event in that time.

According to Eventbrite co-founder and chief technology officer, Renaud Visage, more than 100,000 Australians have posted events on Eventbrite since 2009, with 25 per cent of these being created in 2014 alone. In total, the service has processed 6 million tickets in Australia, amounting to more than $100 million in revenue.

Visage said many of these are small businesses that want to reach customers in new ways, such as food stores running weekend cooking workshops.

“We have created a new breed of entrepreneurs creating their own new businesses based on our platform and others,” he said.

The trend for smaller businesses to offer events comes of the back of an increasing interesting in live events from larger brands, such as outdoor clothing maker, The North Face, which has established a series of training events.

“Brands are fully aware they need to create more excitement for people,” Visage said. “Real life can’t be beat for the emotional connection that people are going to make with brands. And live experiences are a great way to do that.”

Canadian yoga wear retailer, lululemon, has also created a range of yoga themed events, including classes and music festivals, to engage with customers.

“They have done varying degrees of live experiences, to have multiple touch-points with their customers and stay top-of-mind when people think about yoga,” Visage said. “We work with The Guardian in the UK, and they want to go from 500 events a year to 5000 events a year. So it is really becoming one of their main revenue generating models.”

Read more: Marketing rapid growth: Eventbrite's ticket to ride
Customer centricity comes down to culture and consumer delight, say Eventbrite founders

Visage said the volume of events being posted and ticketed through Eventbrite is creating a rich data reserve for understanding audience behaviour.

“People tend to book last minute much more frequently here in Australia than in the US for instance, and wait until the last week,” he said.

The next step for Eventbrite is to create a marketplace among users, including recommendations for other events they might be interested in, Visage said. This will include collecting feedback on events and using that to create recommendations.

“Reputation is a big part of the sharing economy’s principle, so we want to know what people thought of the experience so we can promote the best experiences available on the marketplace,” Visage said.

“Once you list your event we can almost tell you how many tickets you are going to sell based on your reputation, based on your history. We have of this data, so we can be very proactive in figuring out what are the best mechanisms to sell this type of inventory and maximise the return for the organiser.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

5 things marketers need to do to get better in buy in when presenting

Presentations are a marketer’s best friend. They can be a concise, targeted and effective form of communication with the potential to make a real impact on your audience.

Emma Bannister

Founder and CEO, Presentation Studio

How to overcome negative habitual thinking

One of the greatest challenges facing senior leaders today is what’s going on in their own head.

Lisa Stephenson

Author, success coach, consultant

The purpose of purpose

Everyone knows the 4 P’s of marketing: Price, product, promotion and place. There is now a fifth ‘P’ in the marketing mix.

Thanks Nadia for sharing this blog. It has really useful and amazing information about Salesforce Commerce Cloud and digital engagement w...

Holly Smith

Adidas taps data and technology smarts to build personalised digital engagement with consumers

Read more

clearly someone who's jealous and only comments from the safety of being behind their keyboard

Peter Sibson

The purpose of purpose - Brand science - CMO Australia

Read more

haters gonna hate

David Bentley

The purpose of purpose - Brand science - CMO Australia

Read more

Social Media is platform where people get connected to each other from the world and share their views and thoughts on any product. Socia...

Tejas Potfode

6 Ways to ramp up Social Media to Your Web Design

Read more

We can't overlook mobile. Each passing day people are on their phones more and more

This Is My South Bay

What the 5G revolution will do to mobile marketing

Read more

Latest Podcast

More podcasts

Sign in