Interview: “Pickup time has changed how we allocate our marketing budget”
In the interview below, Martin explains how DNO&B analyzes pickup time, why it’s valuable, and how the insights help them create smarter marketing strategies.
Which parameters do you analyze when it comes to pickup time?
– At the Norwegian National Opera & Ballet, we initially started looking at pickup time a few years ago as an aggregated number per quarter, but that didn’t give us much in-depth insight. After we started using MarketHype, we changed how we approach this by digging deeper into the data.
– We analyze how pickup time varies between different genres and productions, as well as across customer age segments and genders. We also report on the share of tickets sold within specific time windows – for example, the percentage of tickets purchased during the last four weeks before a performance.
– We constantly look for differences and then try to understand them. Are tickets for one genre generally bought much closer to the event date than for another? For instance, we’ve seen that commercial concerts tend to have longer pickup times among our younger audiences, while opera shows the opposite pattern: older attendees buy earlier, and younger ones buy closer to the performance.
Why is pickup time interesting to analyze?
– We want to understand our audience and fill our venues as early as possible. By analyzing pickup time, our marketing becomes more targeted, and we can use our resources more effectively. Maintaining an active focus on pickup time and our audience’s key buying windows gives us valuable feedback on how well our strategies are working – and allows us to adjust them when needed.
How can pickup time support smarter marketing strategies?
– Pickup time has changed how we allocate our marketing budget. For example, we now concentrate our marketing efforts around the periods when most people buy their tickets, and we’ve adjusted the length of our campaigns. In the future, we’ll likely use even more insights from pickup time to further refine our marketing and communication strategies.
