aiming for full house turning data into audiences roger tomlinson & tim roberts
TRANSCRIPT
Aiming for FULL HOUSE
Turning data into audiences
Roger Tomlinson & Tim Roberts
www.artsoz.com.au/FULLHOUSE.htm
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
Objectives for the Briefing
Review the relationship with customers– Where do audiences fit in our ‘mission’?– Why is the way we sell tickets and capture data on
attenders important?– What are the opportunities to develop
attendances?– How can we achieve the most effective marketing,
audience development and satisfied audiences?
“The Search for Shining Eyes”Knight Foundation
www.knightfdn.org/music/index.asp
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
Mission?
Is anyone’s mission:
“ To play to as few people as possible?”
Are audiences in the ‘mission’?Where are we on the spectrum:
– Customer-focused?– Product-focused?– Funding-focused?
Is marketing enabled to strategically support achievement of your mission?
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
Mission?
"The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it."
Michelangelo
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
Myths
Escape from received wisdom:• “A balanced programme”
– There is no such thing as “a balanced programme” from an audience’s point of view.
– Very few people see everything you present– Play to your strengths - more of the same can be better
• “Price is the barrier”– Perceived value is the problem, not price– Low prices = low quality
• “Print is the answer for communications”– Brochures may be the problem not the solution
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
People not “Punters”
Customers not “bums on seats”– Why do we use derogatory terms for our
visitors, audiences and attenders?– What have they ever done to deserve our
demeaning attitude?• Success = attenders and attendances• For return visits we need satisfied, happy,
recognised attenders - people made to feel good - and happy “Initiators”
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
Relate to people ourselves
Our people and our customers are important– The way we do business is a key part of relating to
customers - reflecting our brand identity– Customer service staff spend all day every day
talking to your customers - make sure they speak with your values and your tone of voice
– Your organisation should be the first and most important point-of-contact for your customers
– Every customer ‘touch-point’ counts - and is part of your “brand experience”
– ‘One-to-One’ marketing happens here
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
Accept the cost of sales
Every part of production & promotion has a cost– Why do we try and eliminate the cost of sales?– Why transfer the cost of sales directly to the
purchaser? – What’s wrong with including everything in the face
value?– Why allow ticketing service organisations to inflate
the cost to the purchaser? Especially on the web.– Why make purchasers hunt around for the best
deal?
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
The beating heart of marketing - 1
21st Century ticketing systems are single source solutions– Combining data on customers on all their activities through
all the channels - use everything we know• Ticketing• Marketing• Subscriptions• Memberships• Fund-raising• Donations and sponsorships• Media & Corporate contacts• Education and Outreach
– Don’t rely on surveys and samples - use the universe of customer data
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
The beating heart of marketing - 2
Key emphasis in the 21st Century is helping customers understand and make choices– Customer-facing staff are the principal point-of-contact
• Personify the organisation• Listen and collect feedback• Capture the key information for the customer record• Match communication to the customers and their needs• Up-sell according to the customer• Lead into fund-raising and donations• Move people up the loyalty ladder
– Creating a powerful resource from prospects to frequent attenders
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
The right way round?
DirectionAdministration
MarketingBox Office & Front-of-House
Customers
CustomersMarketing, Ticketing
& Front-of-HouseAdministration
Direction
Communication Feedback
Listening Responding
How does your organisation look and think?
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
Converging technologies
Converging around the customer– How do customers want us to communicate, send
information, interact?– We are into the “late adopters” of new online channels:
• Web marketing• Emails and eNewsletters• RSS feeds and Blogging• Podcasting• “Mobile” information and transactions• E-Tickets & Mobi-Tickets
Converging around the ticketing database
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
Aiming for FULL HOUSE
Turning data into audiences
Roger Tomlinson & Tim Roberts
www.artsoz.com.au/FULLHOUSE.htm
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
Understand the attenders
Analysis identifies the 15:35:50 Rule:Attenders Attendances per year
15% buy 50% of tickets
35% buy 35% of tickets
50% buy 15% of tickets
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
Understand the opportunity
Public Potential
Available CapacityPer Annum
15% of current attenders
35% ofCurrent attenders
50% of current attenders
65% Non-attenders
50% of attendances
35% of attendances
15% of attendances
Typically35%unsold capacity
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
Understand the issues
Not Subscription versus Single Ticket:• Do both - even if twice the effort• Don’t accept low renewal rates and churn
Re-think the opportunities• 85% of attenders buying only 50% of tickets are a huge
opportunity for growth: FULL HOUSES• Could the middle 35% be persuaded to attend more or become
subscribers? (An easier target than new attenders)
Re-think the marketing messages• Do the current messages dissuade the 50% from coming back
more often
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
Target Marketing to the Public
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
Analyse your customers
Understand ‘life-time value’ and ‘churn’
Segment by frequency of attendance– Analyse ‘Recency, Frequency and Value’– Key action is to identify:
• Those who only attended once– What did they see?
• Lapsed attenders– When did they last attend
• Infrequent attenders– How often and what seen?
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
New opportunities on the web
Capture, recognise and track people– Welcome suspects; try and capture prospects– Registration, then sign-ups to simple e-communications– Web-user Self-Service Management - people setting up their
own profiles and preferences– Log-ins for returning web-users
• Track what they look at and click on• Identify interests from pre-purchase behaviour
– Add the data to the ticketing system• Think about how to move people up the loyalty ladder
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
The Loyalty Ladder
Develop a strategy to help audiences climb the ladder– Plan the steps to move people up the rungs– Get permission to communicate with people - recognise
the implications of the Privacy & Spam Acts– Deploy memberships, loyalty schemes– Develop “return again” and “come back soon” strategies– Plan communications and up-selling tactics– Ensure customer-facing staff are trained and ‘loyalty
aware’– Use all the personalised and tailored direct marketing tools
to practice ‘one-to-one’ marketing
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
The Loyalty Ladder Advocates
Clients
Customers
New Buyers
Prospects
Suspects
Friends Ambassadors
Initiators
DialogueFrequency
TrackGet to know
Test Drive
Permission
Capture
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
Systems are changing - 1
New tools for the 21st Century– Every touch-point linked together, usually on one
database– Open, usually SQL, databases, completely
customisable, easy to integrate– Unified ‘customer-facing’ views of transactional
history and relationships– Support for CRM, loyalty points, membership
schemes, fund-raising drives, donations, etc.– Direct marketing tools straight from the system
or through two way inter-faces
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
Systems are changing - 2
New tools for the 21st Century– Easier interfaces with third party solutions, such
as Patron Mail and Vital Statistics– Configurable and customisable web solutions
linked directly into the system database– APIs (Application Programming Interface)
published to enable website development– Internet ticketing engines under your control– Potentially fee-free Internet transactions– “Enterprise” solutions with new cost equations
[email protected]@artsoz.com.au www.artsoz.com.au/FULLHOUSE.htm
New solutions make a real difference
“The beating heart of marketing”– At every customer-facing function and touch-point– New integration to drive the web– New tools to support audience development and arts
marketing campaigns - such as Orbit & Retriever Post
– Not just data mining but starting from Suspects• Understanding the real growth opportunities• Targeting and personalising and tailoring effectively• No longer generic but now specific• Handling motivations as well as purchases• Delivering on effective web and e-marketing
Aiming for FULL HOUSE
Turning data into audiences
Roger Tomlinson & Tim Roberts
www.artsoz.com.au/FULLHOUSE.htm