How do I know what Demand Curve to use?

Knowing when demand is going to occur within a sales cycle is never easy, so choosing the right Demand Curve might seem like a challenge.

During set-up or in early weeks

Until you get to know your data and the patterns in which demand appears in your sales cycle, it's hard to know which curve you should start off with.

Start by asking yourself a few questions about when you feel the bulk of your audience purchases.

• Do you tend to get strong reactions when shows are announced?
• Does your audience tend to wait until the last minute?
• When do you expect your marketing campaign to take effect?

The answers to these questions may vary from show-to-show, but the answers will help you to make an initial choice about the shape of your sales curve.

Comparing to what's happened so far

After selecting a Demand Curve, the Single Ticket Tracker projects future sales and traces the past sales route to this point.

In the example below, the solid black line shows actual sales, and the dotted grey line shows the Demand Curve projection. Their close alignment suggests the Very Late Demand curve is correct for this event.

If we change the selected Demand Curve we can see that the historic sales path and the projected path are no longer in alignment.

Simply comparing the alignment of the shapes is one of the best ways to ensure that you're using the correct Demand Curve.