National Sawdust prided itself as a music institution presenting a wide stylistic approach to music. This approach, unfortunately, in the marketing and communication space, created confusion for consumers who struggled to realize what “type” of music venue National Sawdust was and what they could expect to see when attending a show.
An incredible venue with acoustics that left audiences raving
A visual identity that was extraordinarily compelling of film and screen
Top performers from every major music genre
Audiences Attending Performances
Clear Identity in the Minds of Consumers
An Incredible Venue that Left Audiences Raving
A Visual identity that was Extraordinarily Compelling on Film and Screen
Top Performers from Every Major Music Genre
Audiences Attending Performances
Clear Identity in the Minds of Consumers
With a focus on communication, messaging was tailored to each segment, initially offering only music genres that would appeal to their specific demographics.
Paid Advertising was tailored to segments with additional layers of targets around location to lower cost per click and increase acquisition.
Publicity was also segmented by publication with a focus on only telling the most germane stories that would appeal to the publication’s audience.
Targeted advertising became so efficient we acquired 45% of new consumers for $1.25 per ticket purchase.
We also began to see recurring audiences within each segment with nearly 25% of audiences in every group attending at least four shows in a three month time span. For these consumers we began to expand messaging to expose them to additional musical genres presented at National Sawdust.
At the end of two years 11% of audience members were purchasing tickets for shows outside of their initial genre, and 5% purchased season passes to the venue.