FULL HOUSE Turning data into audiences 21 st Century strategic opportunities from ticketing and marketing system databases Roger Tomlinson & Tim Roberts www.artsoz.com.au/FULLHOUSE.htm
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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 [email protected]
m: +44 7973 397136
www.brandinyourhand.ning.com
INTIX: Lifetime Achievement Award 2009
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.
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
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
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%
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
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”
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
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
Ticketing Marketing
Relationships
Audience development:
more people, new people,
attending more things,
enjoying new things,
more often
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
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 [email protected]
m: +44 7973 397136
www.brandinyourhand.ning.com
INTIX: Lifetime Achievement Award 2009
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