Aiming for FULL HOUSE Turning data into audiences Roger Tomlinson & Tim Roberts .

Aiming for FULL HOUSE

Turning data into audiences

Roger Tomlinson & Tim Roberts

www.artsoz.com.au/FULLHOUSE.htm

rtomlinson@actconsultantservices.co.uktim.roberts@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

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?

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

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

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”

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

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

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

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

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?

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

Understand the attenders

Analysis identifies the 15:35:50 Rule:Attenders Attendances per year

15% buy 50% of tickets

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

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

Target Marketing to the Public

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?

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

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

The Loyalty Ladder Advocates

Clients

Customers

New Buyers

Prospects

Suspects

Friends Ambassadors

Initiators

DialogueFrequency

TrackGet to know

Test Drive

Permission

Capture

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

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

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 .

house customers marketing

solution slide

michelangelo slide

punters customers

effective marketing

customer touch

customer lead

choices customer

Documents

Keith Tomlinson Renderings

Tomlinson, Steven Robert - SEC

2.7.1 dr jill tomlinson

Tomlinson catalogue

Tomlinson Presentation

Churches of Today - Tomlinson

Tomlinson Vita 1

Nigel Tomlinson - KFAS

Resume - Dr.brian Tomlinson[1]

Tomlinson - Death Doc

Tomlinson Art Show

Overcapacity - Tomlinson

Tomlinson Paper 2012 PRL

Carol Tomlinson

Eric Tomlinson Recording Engineer

Ian tomlinson