Have you ever gone to a concert and then received an email months later informing you that the artist or similar artists are touring again near you? If this seems like a convenient and exciting feature then maybe you should get on Live Nation’s mailing list. Live Nation, a live entertainment promoter of concerts, theatrical shows, festivals and sporting events has started to use a very intricate and customer segmented database-marketing strategy. Live Nation utilizes IT databases to store and process customer information so they can directly market to their customers who would be most interested in attending certain events. The customer database holds more than 16 million names of customers who have decided to join the company’s marketing communications. This database warehouse allows Live Nation to directly reach fans before tickets even go on sale for an event. By directly marketing to their customer through emails, Live Nation helps to ensure that their shows will be filled up and they can sell tickets more quickly by getting fans excited.
The emails sent out by Live Nation are customized for over 40 different markets and includes detailed ticket information as well as customer artist preferences. They also have an “artist- look alike function” that allows Live Nation to promote new artists to customers with similar musical taste. To do this, Live Nation uses a DSS neural network system to analyze patterns and suggest artists that fit the criteria of their customers’ musical preferences.
I am very impressed by Live Nation’s organization of their fan database and the specific ways they analyze and then personally advertise to their customers. I am curious if there are any other categories of information and specific demographic qualities they look for when segmenting their customers and designing their marketing strategies. I think that Live Nation could improve their overall use of Information Technology by focusing on other ways of advertising besides sending database emails. For example, Live Nation could try using pop-up or banner ads on music sites to inform fans of events. Live Nation could also send out surveys asking consumers their expectations for live shows or follow click through patterns of their customers to find out more information about their interests. I would like to know how Live Nation plans on using Information Technology to attract get new customers who haven’t already been to one of their shows to join the mailing list. I know Live Nation has recently been connected to Facebook, Twitter and Myspace. Maybe these social networking sites have allowed them to attract new fans or acquire new email addresses to add to their database.
Source:http://www.targetmarketingmag.com/article/passion-product-segmentation-savvy-customer-centric-approach-make-live-nations-direct-marketing-sing-bob-frady-vice-president-direct-marketing-live-nation-82651_1.html
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