Arts & Entertainment
Century Venues
Audience segmentation and data strategy
About the client
Century Venues operates, programs and books live entertainment across multiple venues and produces comedy festivals and tours nationally. A data-rich organisation, they sought to move beyond manual event messaging to build genuinely targeted, relevant communications with their audiences.
The challenge
Century Venues had historically sent event messaging manually to previous customers, limiting the targeting and relevance they could achieve. With multiple venues, event genres and artist relationships to manage – plus a separate audience of event producers – they needed a strategy to make sense of their data and unlock its full value.
Our approach
Zuni developed a data and messaging strategy covering customer and client messaging requirements, CRM data and functional requirements, venue brand relationships, technology stack architecture, and conversion tracking. We then provided ongoing strategic, technical and project management support – including selection of Salesforce CRM and Marketing Cloud, supplier selection for a new website and marketing automation development, and active management of delivery partners.
The outcome
Century Venues implemented Salesforce as a single customer view and content source across their main venues. Fully automated, targeted newsletters now match customers to the most relevant events at the venues they have relationships with. A client marketing portal enables event producers to target relevant customers and build look-alike audiences on Facebook and Google – fully automated and self-managed.
Services involved