For music fans, the Rock and Roll Hall of Fame and Museum has been the place to visit for 20 years. While the nonprofit continued to lure visitors to its world-class exhibits and programs through earned media and word of mouth, attendance started to plateau as the Cleveland-based Hall of Fame came of age.
To keep interest alive and growing, Rock and Roll Hall of Fame marketing team Todd Mesek and Risa Goehrke turned to digital tactics to bolster their traditional efforts. Specifically, Mr. Mesek and Ms. Goehrke proved themselves to be Digital Trailblazers by successfully adopting look-alike modeling.
Look-alike models use a small audience to build a larger audience by looking for traits in the larger group that are similar to a benchmark set of characteristics in the original audience.
"You have to take a step back and trust the data," says Ms. Goehrke, director of marketing for the Hall of Fame. "There's a tendency to assume you might know your customer best, but there's clear numbers from the data and from approaches like look-alike modeling that can tell you exactly what you need to know."
The tactic worked. According to Ms. Goehrke, since implementing look-alike modeling, the Rock and Roll Hall of Fame has seen a 13% increase in paid attendance. In the past year alone, 22% of online ticket purchases were influenced by this approach.
"That [data] allows us to better target these product messages to the right people," says Mr. Mesek, VP-marketing, adding that, thanks to the data, "we're finding ways to become relevant on a higher level and really make sure that at a brand level that we're cool."
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The Digital Trailblazers Series profiles some of the industry's most visionary digital executives—those pushing the boundaries in digital marketing. For more on this series, including intelligence and insights from Quantcast, visit the Digital Trailblazers Hub.
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