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heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
heather maitland presentation at The Business of Fun 2011
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heather maitland presentation at The Business of Fun 2011

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Heather Maitland presentation on audience trends for Irish festival and events 2010 at The Business of Fun 2011

Heather Maitland presentation on audience trends for Irish festival and events 2010 at The Business of Fun 2011

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  • Skewed because includes four new festivals this year Of the 7 festivals providing data in 2009 and 2010: 4 presented more events, 3 presented fewer events Average change for these venues: +1 event
  • High – no concessions at all Low – children’s festival
  • Any guesses? Write on the card nice and big what you think the average data capture rate across the 30 arts centres and festivals?
  • Highest number of events are both music festivals Next highest is jazz Lowest is Jazz festival – free events?
  • Transcript

    • 1. ARTS FESTIVALS OVERVIEW
    • 2. About the project
      • Initiated and led by Theatre Forum
      • Funded by Arts Council and Failte Ireland
      • Sixth year
      • 59 venues and festivals
        • 9 first timers including 4 festivals
        • 16 festivals
        • 8 venues with more than 600 seats
        • 35 venues with under 500 seats
    • 3. Festivals Scope
      • 41,000 ticket buyers
      • 194,000 tickets
      • worth €3.7 million
      • 1,733 performances
    • 4. HOW ARE WE DOING?
    • 5. Festivals: Average number of events 2010: 133 2009: 164
    • 6. Festivals Large scale Under 500
    • 7. Ticket Sales: number of tickets
      • 43 organisations provided data in 2010 & 2009
      • One third sold more tickets in 2010
      • Two thirds sold fewer tickets
      • Out of eight festivals:
      • On average 15% fewer tickets
      • One sold more tickets
    • 8. Festivals Large scale Under 500
    • 9.  
    • 10. Festival ticket sales: % capacity 2010: 49% 19% 72%
    • 11. Ticket sales: % capacity 2010: 49% 14% 80%
    • 12. Festivals Large scale Under 500
    • 13. Comparison with 2009
    • 14. Festivals Large scale Under 500
    • 15. EVENTS FEWER MORE HIGHER LOWER % CAPACITY
    • 16. EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly
    • 17. EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly Concentrate the audience
    • 18. EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly Concentrate the audience Increased impact
    • 19. EVENTS FEWER MORE HIGHER LOWER % CAPACITY Spread the audience more thinly Concentrate the audience Increased impact Reduced impact
    • 20. Concentrate the audience Increased impact Spread the audience more thinly Reduced impact
    • 21. Trend organisations
      • Consistent cluster of 17 organisations involved in the project from the beginning
      • Means we can compare year on year
    • 22.  
    • 23.  
    • 24.  
    • 25. ARE WE MAXIMISING OUR INCOME?
    • 26. Festivals: % of tickets sold at full price 2010: 73% 14% 100%
    • 27.  
    • 28. Complimentary tickets All comps: 12% Excluding ‘paid for’: 10%
    • 29. Ticket prices: Festivals Offer price: €18.76 Ticket yield: €19.33
    • 30. ABOUT AUDIENCES
    • 31. HOW GOOD IS THE DATA?
    • 32. Capturing names and addresses
      • Absolute minimum: 75%
      • OK: 85% or more
      • Excellent: 90% or more
    • 33. Festivals: Data capture rates 2010: 90% 71% 100%
    • 34. Data capture rates 2010: 89% 25% 100%
    • 35. HOW MUCH DO THEY LOVE US?
    • 36.           Six + events Festivals
    • 37.            Six + events Three + events
    • 38.           Six + events Three + events Two events
    • 39.             Six + events Three + events Two events One event
    • 40. Festivals: Average number of events in 2010 2010: 1.9 1.3 3.6
    • 41. Festivals Large scale Under 500
    • 42.     2009       2010
    • 43.          2009   2010
    • 44.  2009         2010
    • 45.            Continuing New Deficit
    • 46.             Continuing New Reactivated
    • 47. Keeping first time ticket buyers
      • Percentage of first time ticket buyers at festivals in 2009 who also bought tickets in 2010
      18%
    • 48.             Continuing New Reactivated
    • 49.              Continuing New Reactivated
    • 50. ARE THEY BOOKING LATER?
    • 51.  
    • 52.  
    • 53. IS OUR MARKETING WORKING?
    • 54. Marketing spend per seat put on sale including staff costs Average for Festivals: €10.22 € 3.57 € 25.17
    • 55. Festivals Large scale Under 500
    • 56. Festivals Large scale Under 500
    • 57. RETURN ON INVESTMENT
    • 58. RoI including staff costs Average for Festivals: €2.06 € 0.35 € 9.87
    • 59. Festivals Large scale Under 500
    • 60. Website visits (000s) “ International” Festivals: 85K 10k 160k
    • 61. Increase in traffic to festival websites
      • Six festivals supplied data in 2009 and 2010
      +45%
    • 62. Online marketing effectiveness
      • Page views per visit up
      • Bounce rates down from 50% to 42%
      • Websites referring the most traffic:
        • www.dublinevents.com
        • www.visitdublin.com
        • www.entertainment.ie
        • www.whazon.com
    • 63. Overseas visitors
      • Website visits from outside Ireland
      34%
    • 64. Overseas visitors
      • Website visits by country (000s):
      • UK: 312k
      • USA: 305k
      • Germany: 55k
      • Netherlands: 30k
      • France: 23k
      • Canada: 18k
      • Spain: 15k
    • 65. Emailing response rates Average for Festivals: 7% 1% 24%
    • 66. Facebook referrals (% of all visits) Average for Festivals: 4% 1% 13%
    • 67. Pay Per Click Advertising (000s) Ave no of impressions: 1,000k 1k 4,000k Festivals
    • 68. Pay Per Click Advertising Ave click through rate: Festivals 3% 0.04% 17%
    • 69. Summary
      • The picture is very mixed with some of us doing much better than others
        • Doing more/less
        • Selling more/less
        • Marketing more/less
      • It’s not about type of organisation
      • Huge differences in marketing effectiveness
      • Not about spend but about strategies

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