Rules were built with logic similar to; “if you went to a Jazz concert, you’ll most likely go to another Jazz concert”. But on the contrary – their research shows that this isn’t necessarily true. We all have different tastes and we are rarely locked into one specific genre.
Jesper (one of the Allyys) as an example, would go to a Rammstein concert, but also a musical or Steve Aioki.
The example shows that rules will never provide customers with a fully individualized experience and at the same time, there is research showing that the majority of people (>70%) want more relevance in the communication from companies.
This left DR struggling to find the right solution. Not doing anything would result in less revenue, fewer people experiencing their amazing live events, and over time a lot of their newsletter subscribers would most likely mark them as spam or unsubscribe.
Not doing anything also presented another riddle for you; who do you target for the niche concerts that weren’t necessarily top sellers?
Do you push these to everyone to try and sell more tickets, or would the mail get thrown directly to spam/trash by doing so? On the flip side, if you don’t promote the niche concerts, they would end up costing the venue money as they have a public service responsibility.
What would you do?