When die-hard music lovers Iain Bluett and Jamie Dwyer launched Ticket Alternative in 2004, the mission was simple: provide support for folks who love and produce concerts and festivals. In the U.S., the major ticketing companies were not prioritizing the little guys, so Ticket Alternative did just that, while also nixing the costly fees of their bigger, wealthier peers.

8 years later, the duo launched their newest platform, Booktix. From food festivals to Rolling Stones concerts, the Ticket Alternative and Booktix audience is at the heart of all Iain and Jamie's marketing efforts. "The biggest challenge I have in my industry is there's a lot of pay to play," Iain says. "There's a lot of money being flown around to sign clients, and we've been very lucky because of the reputation we've built."

The Booktix and Ticket Alternative teams keep that solid rep intact and stay competitive by sending targeted messages that speak directly to the diverse interests of their consumers.

Via the Booktix newsletter, which goes out to hundreds of thousands of subscribers nationally, the team promotes all the different performances tied to their venue partners. The trick is making sure they are accounting for the myriad of overlapping interests and providing the right messaging. "We know that people who attend food festivals also watch Master Chef, and people who might go and see an indie band at some small club might also go to the largest film festival in the country," Iain says.

Recommend specific tools and detailed strategies to help Booktix meet their goals & suggest which platform would be the best for them.