Enhancing Audience Engagement with Peppered’s Personalisation Tools

Key takeaways

• Personalisation is crucial in creating thoughtful experiences for arts and culture website visitors.
• Peppered's Visitor Tags feature allows venues to classify and differentiate visitors, enabling tailored content delivery.
• Seamless integration with existing ticketing systems ensures real-time accuracy of visitor data.
• Visitor Tags can enhance patron experience by offering exclusive access, personalised recommendations, and streamlined user journeys.
• Automation capabilities of Visitor Tags streamline marketing efforts through automatic tag assignment, time-limited tags, and new visitor tracking.

Arts, culture and entertainment is one of the most vibrant and diverse sectors in the world. It brings together an eclectic mix of patrons all year round to enjoy some of humanity’s more creative work. Yet meeting the needs of this varied demographic is challenging. It’s a challenge that must be solved if we’re to drive growth for our venues, and ultimately, the sector.

In today's digital landscape, personalisation is key to creating thoughtful experiences for your website visitors. Peppered’s Visitor Tags feature offers a powerful solution for venues looking to enhance audience engagement, improve patron experiences, and drive new member registrations. Let's delve into how this innovative tool can transform your digital strategy.

Understanding visitor tags

Visitor Tags are labels connected to visitor accounts within Peppered CMS. These tags allow venues to differentiate and classify visitors, opening up a world of personalisation possibilities. While the most common use is assigning statuses like "friend" or "member", the potential applications are far more extensive.

One of the strengths of Visitor Tags is its seamless integration with your existing ticketing system. Tags are automatically imported and updated whenever a visitor logs in, ensuring real-time accuracy. This integration allows for a unified approach to customer data management, bridging the gap between online and offline interactions.

Personalising our online experience

With Visitor Tags, you can tailor content across your website to specific audience segments. From banners and product offerings to entire pages and stories, every aspect of your site can be customised based on a visitor's tags. This level of personalisation ensures that each patron sees content most relevant to their interests and status, which will drive engagement and ticket sales.

Here are examples of how personalisation can be used.

Enhancing Patron Experience

Visitor Tags can significantly improve the patron experience by:

1. Offering exclusive access: Grant early access to ticket sales or special events based on membership status.
2. Providing personalised recommendations: Suggest events or content based on a patron's interests and past behaviour.
3. Streamlining the user journey: Show relevant information and hide irrelevant content, making navigation more intuitive.

Boosting Member Registrations

Visitor Tags can be a powerful tool for driving new member registrations:

1. Showcase member benefits: Use tags to display special content or offers to non-members, highlighting the value of membership.
2. Create targeted campaigns: Design specific marketing initiatives for different visitor segments.
3. Implement provisional tags: Temporarily assign tags based on a visitor's intent to purchase, allowing them to experience member benefits before committing.

Automating Marketing Efforts

The automation capabilities of Visitor Tags can significantly streamline your marketing efforts:

1. Automatic tag assignment: Set up rules to automatically assign tags based on visitor actions or purchases.
2. Time-limited tags: Create tags with specific lifetimes for promotional campaigns or temporary access.
3. New visitor tracking: Automatically tag new account creations to tailor the onboarding experience.

Real-world applications of personalisation

No matter how big or small your venue is, or whether you’re a theatre, museum, dance studio, receiving house or producing house, there will always be a handful of situations where personalisation can help you enhance audience engagement. 

Here are some scenarios to consider:

1. A theatre automatically assigns a "dance enthusiast" tag to patrons who purchase tickets to ballet performances, allowing for targeted marketing of future dance events.
2. A museum uses provisional tags to grant temporary access to member-only content when a visitor adds a membership to their cart, encouraging completion of the purchase.
3. An opera house creates time-limited tags for a special gala event, providing exclusive content and early access to attendees for a set period before and after the event.

Peppered CMS's Visitor Tags feature offers arts and culture venues a powerful tool for personalisation, audience engagement, and membership growth. By leveraging this functionality, you can create more meaningful connections with your patrons, enhance their digital experience, and drive long-term engagement with your organisation.

Ready to revolutionise your venue's digital strategy with Visitor Tags? Contact CultureSuite today to learn how Peppered CMS can transform your audience engagement efforts.

Next steps

No matter what stage you're at in your search for the perfect web platform or digital marketing tool for your venue, we'll help you get the information you need to make the right decision.

1. Join our community of venues and get insider insights.
   Learn how to get the most out of Peppered, gain insights from other venues, and add new features to the Peppered development roadmap. Visit CultureHub.‍
2. Want to see how Peppered works?
   We’re proud of how easy we make it for venues to manage their website. That’s why live event venues around the world trust Peppered. Book a personalised demo.‍
3. Looking to partner with us?
   ‍If you’re a technology provider, design agency or supplier for the arts and culture sector, we’d love to hear from you. Contact us here.
4. ‍Want to learn more about digital tools for venues?
   Explore our industry insights and expert advice by heading over to our resources page, YouTube channel or subscribing to our newsletter.