Annual summary 2024: Ten highlights from the past year

1. Display filter – new feature for audience targeting in the email tool

Being relevant in your customer communication is absolutely essential. If you speak to your customers in their own language and deliver engaging, valuable content, you’ll stand out from the noise and build stronger connections with your audience.

With that in mind, we were thrilled to introduce the Display Filter feature to our email tool. This feature allows you to tailor your communication to multiple audience segments with a single email send. In other words, the same email can have different designs and messages depending on who the recipient is. A top-notch feature, if we do say so ourselves!

Learn more about Display Filter.

2. The interview series Experience Experts was launched

2024 was the year we released our very first interview series. Armed with a camera, a microphone, and exciting questions, we set out to meet four experience experts across Sweden. The discussions covered everything from brand building and the digitalization of the orchestra world to partnerships and data analytics for live event organizers. And the name of the series? Experience Experts.

Watch the interviews (in Swedish) here:

#1 Fredrik Toreskog, Creative Director at ESS Group – on brand building and the importance of understanding your audience, investing in people, and daring to challenge old truths.

#2 Åsa Bernlo, Head of Marketing & Sales at Gothenburg Symphony Orchestra – on the cultural experience, the digitalization of symphony orchestras, and the different life stages of subscribers.

#3 Mats Natvig, Chairman of Sweden Rock Festival – on the history, working methods, and goals of Sweden Rock Festival, filled with tips for those who are in – or want to enter – the industry.

#4 Håkan Durmér, Event Marketing Expert – on Hultsfredsfestivalen, digital trends, data analytics, and the future of live event organizers.

3. Marketers' Hype made its debut in Stockholm

After two successful networking events under the Marketers' Hype concept in Gothenburg, it was time for a Stockholm premiere in June 2024. The event took place at Agdas on the corner, with breakfast as the setting. Marketers from the event and experience industry gathered to network and recharge for the day ahead. Guests were also treated to an inspiring lecture by Jolanda Toivola, Content Manager & Copywriter at ESS Group, who shared insights on copywriting and storytelling for the experience industry. A truly great way to start the day!

Check out more photos from the networking event here.

4. The sales overview for season tickets got an upgrade

This year, we welcomed Ticket Bundles to MarketHype. Ticket Bundles replaced the previous sales views for season tickets, introducing an upgraded sales overview with new features, charts, and filters. Ticket Bundles is the way to go when you want to conduct in-depth analyses of season tickets, subscriptions, and annual passes!

Learn more about Ticket Bundles.

5. We welcomed our first Icelandic customer

In 2024, we entered our fifth market: Iceland. Being able to contribute to making marketing simple in yet another market is incredibly exciting!

MarketHype is now used by businesses in the following countries:

• Sweden
• Norway
• Denmark
• Finland
• Iceland

6. Order automations were launched

Automations are truly a lifesaver in the experience industry. They save time, offer personalization, and drive sales – all at once. That’s why it felt especially rewarding to further expand our automation library in 2024!

The new addition was order automations, which are triggered by placed orders. An order can include, for example, season tickets, event tickets, or hotel bookings – with or without add-on products. Order automations are perfect for sending information, driving upsells, and preventing customer churn.

Check out this blog post for examples of order automations.

7. MarketHype MasterClass – a new live-streamed concept for MarketHype users!

Speaking of order automations, we launched MarketHype MasterClass in the fall of 2024 – a live-streamed seminar exclusively for our users. Here, we offer hands-on walkthroughs of selected features and share smart tips along with clear, inspiring examples.

Our first MarketHype MasterClass focused on order automations, and the second centered on segmentation. Both sessions saw high engagement from viewers, which was incredibly exciting!

Are you a MarketHype user? Keep an eye out for upcoming masterclasses!

8. The MarketHype Report – our first industry report

Did you know that 25% of ticket buyers in the culture and performing arts industry made more than one purchase during the 2023/2024 season? That the most common purchase day was one day before the event? Or that automated communication generated over 8 200 kronor per week?

These are just three of the many insights found in our very first industry report, "The MarketHype Report: Culture & Performing Arts", which we released in the fall of 2024. The report provides a deep dive into the Nordic performing arts audience – their interests, characteristics, and behaviors. It also includes step-by-step guides, practical examples, and interviews with some of the leading marketing experts in the performing arts industry. A comprehensive report, to say the least!

Haven’t had a chance to check out the report yet? Download it here.

9. Segment views in MarketHype were upgraded

In the fall of 2024, it was time for new segment views! The upgrade introduced more detailed views of how created segments evolve over time, as well as the ability to track growth, purchasing behavior, and overlaps between segments. This provides users with deeper insights into their audience, making it easier to make data-driven decisions. The release also offered a clearer overview of which marketing efforts have been the most effective. Several fantastic updates rolled into one, to say the least!