How do I know what Demand Curve to use?

It's not always easy to know when demand is going to occur within a sales cycle, so picking 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.

The key thing to remember is that you can adjust this choice at any time.

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 you've picked a Demand Curve, the Single Ticket Tracker will show a projection of where we would expect sales to go should they continue along that demand path. This projection also goes backwards, showing the route sales would have taken to reach this point.

In the example below, you can see the solid black line of the actual sales trajectory and the dotted grey line of the Demand Curve projection. The actual and projected paths are both very closely aligned, suggesting that this curve (Very Late Demand) is the 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.

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