Clients

Case Study - The Opera House

The Opera House is a magnificent 19th century theatre in Dorset. The award winning 1800-capacity venue recently underwent a multi-million pound restoration and is now one of the best venues in the UK. This unique venue is situated in Boscombe, an area undergoing major regeneration and home to Europe's first artificial surf reef.

Boscombe, a suburb of Bournemouth, has a large residential population, a huge local network of hotels and guesthouses and a busy retail community with 100,000+ passing by the Opera House doors each week. Boscombe beaches have been voted best beaches in the country and the area also hosts AFC Bournemouth's football stadium.

TLM are working alongside Solent Leisure, the owners of the Opera House, focusing on Audience Development and product development. TLM and Solent Leisure are exploring exciting projects from theatre and comedy, to ice rinks and pantomimes. We are proud to be part of a dynamic team developing Boscombe and enabling Solent Leisure to become one of the leading providers of leisure attractions in the area.

Press Release - Trent FM Arena Nottingham

FINDING OUT MORE ABOUT GIG GOERS AT TRENT FM ARENA NOTTINGHAM

Trent FM Arena Nottingham continues to go from strength to strength, with eight consecutive years of growth and an audience base which is consistently increasing year on year.

It therefore became evident that in order to ensure our continued success in the future we needed to learn more about our customers via in depth audience research.

With this in mind Trent FM Arena Nottingham appointed TLM (an Audience Development Agency) to undertake some analytical work in respect of their online database - The Members Club. This is some of the first work of its kind in the music industry and has thrown up interesting results.

With over 120,000 members The Members Club database provides the Trent FM Arena Nottingham with a unique tool to market the exciting event line-up at the venue including activities and events held at the National Ice Centre.

Julie Warren, formerly Sales & Marketing Director at the venue set up The Members Club over two years ago in order to provide an effective marketing tool for the venue and deliver excellent benefits to the member including priority on sales, exclusive competitions and promotional offers.

Currently working as a Marketing Consultant for the venue, Julie recognised that whilst the in house reporting system delivered useful statistics which assisted in the strategic event marketing plans, more in-depth and thorough analytical work was required in order to identify trends and buying habits to support promoters and sell their tickets and shows quickly.

Julie said: "The work undertaken by TLM has been invaluable. They have analysed the data, identifying the types of individuals in the Members Club, their ticket buying habits and their interests.

"We have learnt a considerable amount from this analysis and will utilise these findings in future communications and in our conversations with promoters for new shows. Selling out shows as quickly as possible is what we look to do and the team go that extra mile to achieve this."

She added: "It is especially important in today's market that we reach the right people at the right time - targeted marketing has always delivered the best results and the work undertaken has allowed us significant insights into the buying habits of our customers and improve our communications accordingly.

"The exploratory work will continue with focus groups planned for the year in order to fully understand our customers and to assist in the development of the Members Club."

Mick Collopy, TLM's Director of Analytics, said "This project proved that analytics for the music industry works - both NA and promoters alike have now got a great opportunity to use TLM's insights to maintain higher marketing response rates, improve the customer experience and increase ticket sales."

Mick, who has over 15 years experience in analytics with clients such as Sky, Cisco and Toyota, has built up relationships with technology providers such as SAS (the customer intelligence software used by Amazon, Sky and O2) to enable the music industry to enjoy the benefits of better return on marketing investment.

The digital age has meant that the live music industry has seen high adoption across online sales, CRM, email and social networking initiatives, but unless they're joined up the result is that customers are bombarded with messages - customers will respond to content most relevant to them, which is what analytics technology can enable, even in real-time.

He added: "Companies that embrace analytics and realise it's an essential part of their long term marketing strategy will emerge the winners through this recession. I congratulate Geoff Huckstep, Chief Executive at the Arena, and team for their foresight and vision - no doubt drawing on Geoff's experience in sports marketing."