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ROGER TOMLINSON
ROGER TOMLINSON
ROGER TOMLINSON
ROGER TOMLINSON
ROGER TOMLINSON
ROGER TOMLINSON
ROGER TOMLINSON
ROGER TOMLINSON
ROGER TOMLINSON
ROGER TOMLINSON
ROGER TOMLINSON
ROGER TOMLINSON
ROGER TOMLINSON
ROGER TOMLINSON
ROGER TOMLINSON
ROGER TOMLINSON
ROGER TOMLINSON
ROGER TOMLINSON
ROGER TOMLINSON
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ROGER TOMLINSON

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Presentación de Roger Tomlinson. The Beating Heart. …

Presentación de Roger Tomlinson. The Beating Heart.
ESCENIUM 2010

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  • 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. 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. 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. 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. 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. 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. The Brand in your Hand rt@rogertomlinson.com
  • 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. 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. Bums on seats… rt@rogertomlinson.com
  • 11. “hearts and minds” rt@rogertomlinson.com
  • 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. Audience insight drives targeting rt@rogertomlinson.com
  • 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. Audience development: more people, new people, Ticketing Marketing attending more things, Relationships enjoying new things, more often rt@rogertomlinson.com
  • 16. Epidauras, 360 BC rt@rogertomlinson.com
  • 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. 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. 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

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