Expanding the MyNorth brand, digital audience, & subscribers
Use their ticketing marketplace powered by Evvnt to gather and use ticket buyer first party data for digital outreach
Traverse City is a small town in northern Michigan with just under 15,000 residents locally and approximately 500,000 in the entire region. It’s also the home of MyNorth Media and My North Tickets.
Faced with the challenge of expanding their brand, reach, audience, and overall appeal to local event creators My North Media turned to expanding their digital presence through event newsletters focused on their ticketing brand.
The audience for these newsletters was built primarily through MyNorth Tickets and ticket buyer data gathered through local events they’ve ticketed. This audience has grown to well over 100,000 email addresses and is one of their biggest email databases for outreach.
“We’ve created an engaged audience through the constant testing of our emails, strategizing on the best subject lines, design and send times. We take advantage of our other products and grow our audience by inviting readers to subscribe and stay in the know on local events.”
- Michael Wnek, Vice President Sales Strategy & Operations
Not only is this audience used to drive more ticket sales through My North Tickets, it is utilized to increase subscriptions to their monthly publication, Traverse Magazine. Beyond that, their ticketing newsletters provide insight to understanding which events their audience is most interested in. In turn, they have been able to optimize their event content strategy for MyNorth.com.