Individual contacts can be found directly by name or email address using Marketing - Contacts - Dashboard. If you want to reach a certain group of contacts - an audience - you search for them based on certain rules. You do this in Marketing - Contacts - Audiences. This takes you to our audience builder.
The Stager Audience Builder
With the audience builder, you specify a series of rules that your contacts need to meet. For example, if they have tickets to a certain event, or if they have a specific membership. This will give you a list of contacts, which you can then save, email or export.
Rules
You make rules that the target group must comply with. First, you indicate whether the target group must meet all the characteristics or whether it must have at least one of the characteristics. You choose this by selecting 'Any' or 'All'.
Any = The target group must meet at least one of the characteristics
All = The target group must meet all characteristics
A simple example is finding contacts that match one rule such as buying a ticket for a certain event. But you can make much more extensive searches where the target group meets multiple rules.
An example where you choose 'All':
All contacts who have purchased tickets for a specific event
AND
Being older than 18 years
AND
Attended more than 5 events in total
AND
Who have the opt-in 'Notify me of upcoming events'
You can invite this loyal group of visitors to a similar upcoming event and give them a reward.
Set of rules
The target group will not always (have to) comply with the same rules. Some characteristics can cover the entire target group (all) and for others it is sufficient to meet at least one of the conditions (any). In that case you do not add a new rule, but a 'Set of rules'. These are at least two lines that are grouped together in the search. This can be done for up to three levels, so you can also add a new set of rules within a set of rules.
For example:
You want to inform contacts about an upcoming hip hop event, event A. The event is similar to a number of previous events, events B, C, D, E, F, and you expect ticket buyers for those events will also be interested in event A. You need them to have given permission to be contacted, so they also need an opt-in. If a contact didn't have tickets for event B, C, D, E or F but has indicated they like hip hop, event A is also interesting for them.
So, a contact has:
No tickets purchased for event A
AND
The opt-in 'Notify me of upcoming events'
AND
Tickets purchased for:
Event B
Event C
Event D
Event E
Event F
OR
interest in 'Urban & hip hop'
Specify several attributes within a rule
You can select multiple search options within a rule. For example, you enter contacts who bought tickets for not one event, but for three specific events. Do you want everyone to have bought a ticket for all three events or do you want a ticket for one of the selected events to suffice? You indicate this with the third field on the line, choosing from the following:
For one or more of; At least one of the following search values. It may be more, it may be for all search values.
For all of; Contacts must match all search values.
For none or; Contacts do not have all these search values.
For numbers, you will come across the following options:
Is; The value must be the same.
Isn't; The value should not be the same.
Is more than; The value must be greater than.
Is less than; The value must be less than .
Is more than or equals to; The value must be greater than or equal to.
Is less than or equals to; The value must be less than or equal to.
For dates you choose from:
From; From (so including the chosen date).
To; Up to and including (so including the chosen date).
On; On that specific date.
Not on; Not on the chosen date.
Segmenting your audience
There are a few smart ways to segment your audience for stronger personalized marketing in Stager. You can do this through setting up event labels, contact types and customer interests.
Event labels
Event labels are classifications given to an event for publicity purposes. You add an event category to an event under Event - Publicity. Terms such as performance, exhibition, concert, film, or screening are often used as event labels, but you are completely free to use what fits.
Event labels appear in the Feed and can therefore be used for publicity on the website. For example, you can make the events easily searchable and sortable on your website or, for example, provide an icon for each event label.
The event labels are not to be confused with the Customer interests, which you also create in Stager. Corresponding classifications are often used for both event labels and customer interests, but the latter can also be used to gather information about your target group at an even more detailed level.
Event labels are different from Event Types: the latter are aimed at internal communication and are also suitable for indicating activities such as rental, construction and dress rehearsals.
Contact types
Using Contact types you can categorize your contacts. The types created here are found in Marketing - Contacts.
Tick a Contact Type for that contact to be grouped. This is also possible in bulk, and lets you perform a search that finds certain types of contacts. A contact can have several types assigned to them, and therefore belong to several categories. For example, find all your sponsors or all your employees in one go. You can then email, send tickets, export to an external file or edit those groups.
Examples of contact types are; artist, government, press, employee, sponsor, shareholder, VIP.
Customer interests
You can tag and categorize an event with a customer interest. By connecting a customer interest to an event in the Publicity tab, you learn which visitor is interested in what, allowing you to make intelligent, targeted, mailings.
Genres such as Dance, Rock, Cabaret, Film, Poetry, etc. are often used. It just depends on how you want to subdivide your activities and how you want to approach your audience.
Customer Interests are also seen in Marketing - Contacts - Audiences and in Events - Publicity. You create them via Settings - Marketing - Customer Interests.
Public interests are captured in three ways:
An organizer can tick the interests of a person in Contacts.
The visitor indicates what interests them in their own visitor account.
The visitor buys a ticket for a program that has a particular customer interest added in the Publicity tab of an event, and this interest is automatically added to the visitor's profile.
In Marketing - Contacts - Audiences you can find your target audience by ticking certain customer interests and emailing the target group.
For example: Roy likes Latin music. He bought a ticket for a Shakira concert. The event had been given the Customer Interest 'Latin' on the Publicity tab in Stager. Therefore, Stager also automatically ticked 'Latin' for Roy under Customer Interests in the relationship database. A month later a Latin festival takes place. Using Contacts, you can search for all ticket buyers who like Latin and have checked the opt-in to stay informed. Then you send these contacts an email directly via Stager with the festival announcement.
Customer interests are included in the Push Feed and can therefore be used for publicity. Customer interests can also be displayed on your own website (when Stager is linked to it), and therefore it is possible to carry out a site search using this data.