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

Cannes 2018: The Big Not Easy

This year’s Cannes Lions program is packed full of data, robots, algorithms, voice technology, blockchain, virtual reality, artificial intelligence and machine creativity. But I’m just as interested in more subtle trends and insights.

Richard Brett

CEO, opr

CMOs are talking the CX talk, but not yet walking the walk

Customer experience is eclipsing product as a competitive differentiator. CMOs are recognising this shift and talking the talk. But are they also walking the walk?

Will our manners go the same way as texting when robotic servants take over?

Much of the talk in the industry is focused on the limited amount of time that screens have left in our lives.

Katja Forbes

Founder and chief, sfyte

Google is more like a utility. Does a road have a brand? No. Do we use it daily? Of course! And the idea of Taylor Swift as an unbrand be...

Davy Adams

Why Gartner thinks brands are too uptight about strategy

Read more

My father had ALS (amyotrophic lateral sclerosis) for 3 years His first symptoms were weakness in his hands and losing his balance which ...

Janice Tollis

Why Gartner thinks brands are too uptight about strategy

Read more

The things who have mentioned are very convincing and will certainly work.

Lunna Walker

Xero evolves to fit a changing marketplace

Read more

The use of the virtual reality and the additional reality in marketing are only the first steps to the unlimited possibilities. When you ...

Viri VR

Treasury Wine Estates ramps up consumer engagement with augmented reality app portfolio

Read more

Personally, I know about using virtual reality in VR games or when watching movies. I live in Melbourne and often visit a club - https://...

Rafe Frost

3 brand new virtual reality experiences in action

Read more

Latest Podcast

More podcasts

Sign in