ROGER TOMLINSON

FULL HOUSE

Turning data into audiences

21st Century strategic opportunities from ticketing and marketing system databases

Roger Tomlinson & Tim Roberts

www.artsoz.com.au/FULLHOUSE.htm

ACT CONSULTANT SERVICES

The Old Wood Mill, Church Lane, Madingley, Cambridge CB3 8AF Telephone 01954 210766 www.actconsultantservices.co.uk

Escenium 2010

The Beating Heart

In-house ticketing systems help build audiences

for tomorrow

Roger Tomlinsonrt@rogertomlinson.com

m: +44 7973 397136

www.brandinyourhand.ning.com

INTIX: Lifetime Achievement Award 2009

rt@rogertomlinson.com

In-house ticketing systems pump the lifeblood:

audience data

Data from:

Ticketing

Transactions

Subscriptions,

Memberships &

Loyalty schemes

Fund-raising

& DonationsSponsorships

& Corporate

giving

Education &

Outreach

Media and

public

relations

Web sites,

on-line sales

Mobiles

& apps

Social

networks,

twitter, etc.

rt@rogertomlinson.com

Ticketing systems join-up data

One Stop in-house database for all the customer-facing functions:• Ticket Sales through all channels

• Packages: subscription and season ticket schemes

• Website integrations and e-marketing

• Memberships & Loyalty schemes

• Development: Fund-raising

• Sponsorship, media and public relations

• Related sales: Merchandising, Food & Drink, Parking

Links to financial administration & enables dynamic revenue management

Joins up data for multiple venues

Drives marketing and customer inter-actions

rt@rogertomlinson.com

Venue A Venue B Venue C Venue D Venue E Venue F Venue G

Venue A 100 40.5 19.5 7.4 6.3 38.2 10

Venue B 6.7 100 4.7 4 2.5 25 2.4

Venue C 29.2 42.7 100 7.9 8.8 37.7 12.9

Venue D 16.9 55.4 12 100 7.4 37.7 7.5

Venue E 20.3 49.3 18.9 10.4 100 38.8 10.1

Venue F 8.7 34.3 5.7 3.8 2.7 100 2.5

Venue G 28.8 41.2 24.9 9.5 9.1 31.9 100

City venues exceeding 10,000 customers per annum

%ages show the proportion of customers for the venue on the left who attend the venue at the top.

Attenders and attendances across a city

rt@rogertomlinson.com

Mosaic Groups at the

Roundhouse, London

Leftfield

World

Music

Bookers

Leftfield

World

Music

Bookers

Snapshot

05/06

World

Music

Bookers

Snapshot

05/06

World

Music

Bookers

Snapshot

05/06

Bookers

(All)

Snapshot

05/06

Bookers

(All)

A Symbols of Success 218 23.12% 5,119 26.68% 128,755 31.57%

B Happy Families 33 3.50% 541 2.82% 14,178 3.48%

C Suburban Comfort 85 9.01% 1,738 9.06% 46,981 11.52%

D Ties of Community 91 9.65% 1,818 9.48% 31,827 7.80%

E Urban Intelligence 380 40.30% 7,472 38.95% 124,370 30.50%

F Welfare Borderline 57 6.04% 1,289 6.72% 18,826 4.62%

G Municipal Dependency 1 0.11% 32 0.17% 907 0.22%

H Blue Collar Enterprise 15 1.59% 248 1.29% 8,242 2.02%

I Twilight Subsistence 10 1.06% 91 0.47% 2,477 0.61%

J Grey Perspectives 37 3.92% 581 3.03% 17,679 4.34%

K Rural Isolation 16 1.70% 255 1.33% 13,555 3.32%

Total 943 100.00% 19,184 100.00% 407,797 100.00%

rt@rogertomlinson.com

The Brand in your Hand

rt@rogertomlinson.com

There is nothing permanent in life,

except change

E-marketingMy Website

Inter-activity

Social networking‘Mobile’ lifestyle

Content creation

User Input

The niche of one

‘Personalisation’

Instant gratification

The ‘Now’ generation

Mash-ups

‘Pull’ as well as “Push’

Defined by Loyalty

Lifestyle based relationships

rt@rogertomlinson.com

At the beginning: ticketing

• The „Point-of-Sale‟ is the unique opportunity to relate to

customers, talk to them, capture information, find out

who they are

• The system records their contact details, what they

booked for, their interests, and ultimately records their

detailed behaviour

• Customer records enable management of

communications so people can be „recognised‟ as

individuals and inter-actions can be „personalised‟

• The in-house ticketing system creates the “beating

heart” to drive direct marketing and build relationships

with audiences, as real people, not “bums on seats”

rt@rogertomlinson.com

Bums on seats…

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“hearts and minds”

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Marketing to real people

• Send direct marketing messages targeted at

specific people

• Identify segments of the market who can be

marketed to separately e.g. young people

• Tailored propositions according to their behaviour

and circumstances e.g. infrequent attenders

• „Recognise‟ returning audiences and treat them as

individuals

• „Personalise‟ contacts and inter-actions

• Build relationships with audiences, develop loyalty

and bring them back more often

rt@rogertomlinson.com

Audience insight drives targeting

rt@rogertomlinson.com

How do we develop audiences?

First time attenders:• Test drivers? What next?

• Persuaded customers, first purchase? Next offer?

• New customers, not known to us? Return offer?

Returners:• build frequency of attendance

• find potential subscribers/frequent flyers

• Improve understanding and appreciation

• make „Friends‟, create a “walled garden”

• establish „loyalty‟, sell membership or similar schemes

More frequent attenders• Cross-fertilise audiences, extend appreciation

• Incentivise exploration & specific events

• Help “Initiators” - and women

rt@rogertomlinson.com

Ticketing Marketing

Relationships

Audience development:

more people, new people,

attending more things,

enjoying new things,

more often

rt@rogertomlinson.com

Epidauras, 360 BC

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21st Century solutions

• Venues need to relate directly to customers

• Venues need to market and sell to people using

their own brand, image, personality and values

• “The ticket agent model is a dinosaur”John Pleasants, CEO of Ticketmaster 2003

• Ticketmaster now supplies systems to venues

• Sales through third party agents take large sums of

money out of the marketplace, money that should be

going to the arts

• An in-house controlled solution can cost millions of

euros less, and give the benefits of audience

intelligence and effective direct marketing

rt@rogertomlinson.com

The Ticketing Virtuous Circle

Suspects/Prospects

not known to us

Potentials

registered &

identified

Attenders

details captured,

behaviour tracked

Frequent Attenders

relationship refined

Initiators

Ambassadors

ACT CONSULTANT SERVICES

The Old Wood Mill, Church Lane, Madingley, Cambridge CB3 8AF Telephone 01954 210766 www.actconsultantservices.co.uk

Escenium 2010

The Beating Heart

In-house ticketing systems help build audiences

for tomorrow

Roger Tomlinsonrt@rogertomlinson.com

m: +44 7973 397136

www.brandinyourhand.ning.com

INTIX: Lifetime Achievement Award 2009