Middlesbrough's largest music venue has teamed up with EventSneaker to discover who is buying their tickets
Middlesbrough's largest music venue has partnered with specialist event marketing company EventSneaker to find out who is buying tickets to their events - and why.
The 2,700-capacity TFM Soundworks wants to bring A-list artists to Middlesbrough.
So far it’s hosted a gig with rapper Tinie Tempah, a New Year’s Eve gig from chart-toppers Chase and Status and performances from Alexander O’Neal and rapper The Game among others since opening, just off Linthorpe Road in the town.
Several more as-yet unannounced but high-profile names are also set to play the venue.
EventSneaker, a start-up funded through Teesside University’s business accelerator Searchcamp, was acquired by one of the UK’s largest event publishing platforms earlier this month.
It claims to save event organisers time and money by informing them of how many sales each of their other online services has generated.
Founders Mark Stephenson and Elliott Perry say theirs is the only technology that tracks social media activity through to a ticket sale, helping event organisers understand how effective their online communications are.
TFM Soundworks events marketing manager Junior Masandi said: “We’ve dealt with different companies but EventSneaker is 100pc what we were looking for, it’s very interesting for us, we know who we should be targeting and who not to target.
“I want to know how people behave, who’s buying what and when and how to target them.
“It’s hard work but it’s going well, we are working with external promoters and getting more shows into the town.”
Meanwhile, EventSneaker, which is based on Boho One in Middlesbrough, has gained a portfolio of clients since its launch in July last year and was also awarded partner status by online ticketing giant Eventbrite after just three months. The latest deal will see its technology rolled out across the globe.
Mark said: “We are doing pretty well, we have tied up a couple of partnerships, including with Eventbrite, which has a good platform.
“There isn’t anybody that’s doing the tracking all the way through to a sale, everyone focuses on the referral. It’s really good that there’s a venue like TFM Soundworks for Middlesbrough.
“Junior might Tweet a link about Tinie Tempah. We can see that tweet and see the purchase history, it’s pretty magical stuff.
“We can do things with one click, anything we can to make Junior’s life easier so he can see what he’s spending and if it’s actually working or not.”
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