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!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

It is really inspiring to see that medial psychology & machines are going hand in hand to innovate new things and even are improving ...

CBT Professionals

How psychology is shaping better machine learning

Read more

Anything is achievable when you talk the talk .. good luck

Mo Al Hooti

Data Creative crowns Matt Bates as new CMO

Read more

Great hire and good luck Andrew. I am sure you'll do a fabulous jobRob

Rob

Amaysim marketing and commercial chief joins property tech investment startup

Read more

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Latest Podcast

More podcasts

Sign in