How to Increase Event Sales Using Gather's Segments
WHY
The purpose of Gather Event Segments is simple: to provide the data you need to uncover trends in your event types, client base, and venue niche. With this valuable knowledge in hand, the door to unlock prime sales opportunities becomes both accessible and easy.
EVENT TYPE
Are you curious about what types of events are most profitable for your business? Within both Leads and Bookings, the Event Segments live within the 'Tracking' section.
On the right side of the highlighted box, select an option from the 'Segment' area to note whether the event falls into a Social or Corporate category. The default selection will be 'None'.
Next, select an option from the Event Type drop-down menu to further drill down on the data. Think: Is this a Birthday or a Networking event?
DEFINE YOUR EVENT TYPES FOR MORE POWERFUL REPORTING
Want to know the trick for ensuring the clearest data possible? Before your team starts using Event Type tracking, it’s essential to pause and define what each of theses types means to your unique business. Much like assigning your own definitions to Gather’s event statuses (for example: Confirmed=Deposit Paid), it’s important to decide ahead of time which fields from the drop-down will serve as your team’s go-to Event Types. When a corporate group comes in, will you mark the Event Type as ‘Corporate’ or ‘Networking’? There is no wrong answer here -- Just an opportunity to get on the same page with your team so that the corresponding Reports match the data you are looking for. The more broad Event Types like ‘Private Party’ are often used when one of the provided options from the drop-down list isn’t a perfect match for your event. This mix of broad and specific Event Types gives you the power and flexibility to decide what’s important -- and what’s not important -- for your team’s reports.
The Bookings Detailed Report, Bookings Group by Channel Report and Bookings page export are three great Reports to compare booking data across Event Type. Event financials will pull directly into these reports right alongside the Segment and Event Type. The result? Clear visibility into which types -- Social or Corporate, Wedding Reception or Team Building -- boast the highest total sales. The takeaway for you is to keep selling that private room for Birthdays, because it’s working. Maybe those company Happy Hours are sparse on the calendar, but raking in a lot of money when they do book. Let’s focus our marketing campaigns to attract more corporate parties!
KNOW YOUR CLIENT BASE
Another priceless use of Gather's Event Segments is for providing visibility into your current client base -- the folks regularly walking through your door. Knowledge is power here. For example, if you don realize that about 60% of your holiday event sales typically falls into the Social category, then you might be sending out Corporate holiday party email blasts to the wrong people. Knowing your audience is a critical first step in creating initial marketing strategies, and also ensuring that they yield the return you're looking for down the road. Gather gives you the ability to personalize your marketing efforts by first separating out your Social and Corporate contacts. In the end, this one click in Gather will position you to get any more hand raises from your existing and future marketing efforts.
Upon saving the Segment within the Booking, the Primary or Onsite Contact associated with it will be automatically funneled into 'Contacts' page. First, choose your desired Segment (Social or Corporate) on the left side of the page.
Next, click 'Export' the upper right corner to export your Contacts into an Excel report.
KNOW YOUR VENUE NICHE
So we know that segments can uncover trends in your event types and client base, but what about leading you to better recognize the overall niche of your venue? Gather’s ability to go beyond Social vs. Corporate tracking allows you to get specific. That’s why we suggest making use of those specialized Event Types as much as possible. Is this a Conference or Happy Hour? A Pharmaceutical event or Wedding Reception? Collecting this information up front is a useful way to provide prospective clients with data to back up what you already probably know about your venue. Maybe you’re the premier spot in the city for fundraisers and company offsite events. Or perhaps your venue is easily convertible and able host a wide range of events, from elaborate weddings to intimate anniversary dinners. Gather provides you with the raw numbers and reports that you need to confidently discover your venue’s niche, and focus your marketing campaigns accordingly.
For related articles, please read: How Can I Segment my Events Business?, How Does Gather Tracking Work?