ROGER TOMLINSON

867 views
812 views

Published on

Presentación de Roger Tomlinson. The Beating Heart.
ESCENIUM 2010

0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
867
On SlideShare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
12
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

ROGER TOMLINSON

  1. 1. 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
  2. 2. The Old Wood Mill, Church Lane, Madingley, Cambridge CB3 8AF Telephone 01954 210766 www.actconsultantservices.co.uk ACT CONSULTANT SERVICES Escenium 2010 The Beating Heart In-house ticketing systems help build audiences for tomorrow Roger Tomlinson rt@rogertomlinson.com m: +44 7973 397136 www.brandinyourhand.ning.com INTIX: Lifetime Achievement Award 2009
  3. 3. In-house ticketing systems pump the lifeblood: audience data Social Mobiles networks, & apps twitter, etc. Media and Web sites, public on-line sales relations Fund-raising Sponsorships & Donations & Corporate giving Subscriptions, Data from: Memberships & Ticketing Loyalty schemes Transactions Education & Outreach rt@rogertomlinson.com
  4. 4. 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
  5. 5. Attenders and attendances across a city 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. rt@rogertomlinson.com
  6. 6. Mosaic Groups at the Leftfield Leftfield Snapshot Snapshot Snapshot Snapshot Roundhouse, London World World 05/06 05/06 05/06 05/06 Music Music World World Bookers Bookers Bookers Bookers Music Music (All) (All) Bookers Bookers 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
  7. 7. The Brand in your Hand rt@rogertomlinson.com
  8. 8. The niche of one E-marketing Inter-activity My Website There is nothing permanent in life, except change ‘Mobile’ lifestyle Mash-ups Social networking The ‘Now’ generation Lifestyle based relationships User Input ‘Personalisation’ Instant gratification Defined by Loyalty Content creation ‘Pull’ as well as “Push’ rt@rogertomlinson.com
  9. 9. 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
  10. 10. Bums on seats… rt@rogertomlinson.com
  11. 11. “hearts and minds” rt@rogertomlinson.com
  12. 12. 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
  13. 13. Audience insight drives targeting rt@rogertomlinson.com
  14. 14. 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
  15. 15. Audience development: more people, new people, Ticketing Marketing attending more things, Relationships enjoying new things, more often rt@rogertomlinson.com
  16. 16. Epidauras, 360 BC rt@rogertomlinson.com
  17. 17. 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
  18. 18. The Ticketing Virtuous Circle Suspects/Prospects not known to us Initiators Ambassadors Potentials Frequent Attenders registered & identified relationship refined Attenders details captured, behaviour tracked rt@rogertomlinson.com
  19. 19. The Old Wood Mill, Church Lane, Madingley, Cambridge CB3 8AF Telephone 01954 210766 www.actconsultantservices.co.uk ACT CONSULTANT SERVICES Escenium 2010 The Beating Heart In-house ticketing systems help build audiences for tomorrow Roger Tomlinson rt@rogertomlinson.com m: +44 7973 397136 www.brandinyourhand.ning.com INTIX: Lifetime Achievement Award 2009

×