How Obrasso Concerts increases ticket sales with Caymland M4
By introducing Caymland M4, Obrasso Concerts centralised its customer data, reduced marketing costs and significantly increased ticket sales.
Obrasso Concerts optimises customer management and marketing with Caymland M4 Obrasso Concerts, one of the leading concert promoters in classical, entertainment and brass music, faced the challenge of efficiently managing a growing volume of customer, artist and supplier data. By introducing Caymland M4, the company has taken a decisive step towards data-driven marketing.
Central data management as the foundation Bringing all customer, artist and supplier data together on one central platform is the heart of the new solution. Obrasso Concerts can now manage every contact and interaction in one place and has a complete overview of all relationships at any time.
Lower direct mailing costs A major success was the significant reduction in the cost of posting promotional material. Precise segmentation of customer data allows Obrasso Concerts to address exactly the right recipients and avoid expensive wastage in direct mailing.
Higher open rates through personalisation The personalised email campaigns show measurable success: open rates have risen significantly. With relevant content tailored to recipients' interests, Obrasso Concerts achieves a markedly higher engagement rate.
Data-driven programme optimisation Detailed analysis of purchasing behaviour and tracking of customer behaviour on the website deliver valuable insight. Obrasso Concerts uses this data to optimise its event programme in a targeted way and to offer concerts that match what audiences want.
Christof Obrecht, Managing Director of Obrasso Concerts, on working with Caymland:
“With Caymland M4 we have taken a real leap forward in managing our customer, artist and supplier data. Central data storage not only lets us work more efficiently, it has also noticeably reduced our marketing costs: targeted segmentation has produced substantial savings in direct mailing in particular. We were especially impressed by the increase in our email open rates through personalised campaigns. The detailed analysis of our customers' purchasing behaviour gives us valuable insight that lets us optimise our programme in a targeted way. By tracking customer behaviour on our website we know exactly which events attract interest. The result speaks for itself: we are seeing a marked increase in ticket sales. For us Caymland is more than a tool, it is a strategic partner in our success.”
CONCLUSION
The introduction of Caymland M4 at Obrasso Concerts is a striking example of how data-driven marketing works in the events industry. From central data management through lower direct mailing costs to programme optimisation, the results speak for themselves: markedly higher ticket sales and more efficient customer communication. Caymland M4 has established itself as a strategic partner in the lasting success of Obrasso Concerts.
Integrations used
