Queensland Ballet Flexing Data & Advertising Muscles in its 60th Year
Announcement posted by Audience Group 23 Jun 2020
Brisbane, AUSTRALIA – 23 June 2020– The Queensland Ballet may be celebrating its 60th year this year, but it isn’t resting on past success or relying on traditional approaches to dance, training or its own advertising, marketing and media strategy.
Early this year, The Queensland Ballet went in search of a media agency that could help progress its focus on using its data for more effective advertising. The ballet company appointed Audience Group for its approach to data led media strategy and evidence based advertising.
“Audience Group understands our data, and what data sets can be useful to our advertising program,” said Erin Core, Head of Marketing – Artistic, Queensland Ballet. “With Audience Group, we can continue making our data usage processes more sustainable and efficient. We’re keen to enhance the mapping of data connections across our portfolios to even better connect with members, students and ballet enthusiasts.”
“Being a not-for-profit arts organisation, efficiency of marketing spend is critical. By developing a clearer picture of donations and sales attributed to investment, we can ensure that we focus our budget wisely,” said Core.
Audience Group has immediately been able to take an informed and experienced look at the ballet company’s data sources. One of its first steps has been to better collaborate with the Ballet’s ticketing platform providers to create new data collection points that combine with real-time ticketing data, for even richer information with which to understand, segment and target the Ballet’s customers, including a better understanding of the customer journey and the effect and attribution of media investment upon that journey.
According to Tom Evans, Audience Group’s managing director, “Working with a client that recognises the value of its data, that lets us really get into their data sources to make connections and find those actionable insights … it’s a win-win. It’s gratifying for us, and it allows for real-time assessment of campaigns associated with markers of success like membership numbers, repeat ticket sales and most importantly, profitability.”
“You have to know what to look for, what to ask for, and how. That’s just one way we help our clients, whether that means dealing with external suppliers as in this case or helping our clients on the marketing side of the business communicate their data needs to other parts of the business, such as the IT team or the management team,” said Evans.
The Queensland Ballet’s Season 2020, which has been postponed due to Covid-19, is set to include a continuation of its contemporary Bespoke program, challenging choreographers to fuse digital technology such as virtual reality (VR), animation and intelligent lighting with dance to create multi-sensory experiences. During the iso shutdown, the ballet company has been delivering a range of online dance classes, with live instruction from its leading teaching artists.