Ticketsolve User Group Day: Heather Maitland Presentation

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A presentation from Heather Maitland given at our Ticketsolve User Group Day February 2011.
Making the most of Ticketsolve

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  • Data is Buried Treasure!
  • 9 mixed programme venues All but one of these venues do film and it includes their data capture for film.
  • 9 mixed programme venues All but one of these venues do film and it includes their data capture for film.
  • Any guesses? Write on the card nice and big what you think the average data capture rate across the 19 organisations
  • Ticketsolve User Group Day: Heather Maitland Presentation

    1. 2. Ticketsolve User Group Day 10:30 Introduction - Paul Hanly 10:45 Marketing - Heather Maitland and Paul Fadden 12:15 Mailchimp and Google Analytics - Paul Hanly 1:00 Lunch 2:00 Customer Testimonial - Jamie Jenkin - Royal Court Liverpool 2:15 Review and Development Path - Sean Hanly 3:30 Wrap Up and Q & A
    2. 3. Making the most of Heather Maitland & Paul Fadden
    3. 5. How can we increase income?
    4. 6. Sell more tickets
    5. 7. <ul><li>A show is selling slowly. Who should you target? </li></ul><ul><li>Our assumptions are often wrong so … </li></ul><ul><li>Wait until you have sold 100 (50) tickets. </li></ul><ul><li>What else have they bought tickets for? </li></ul>
    6. 8. The solution
    7. 9. Give away fewer complimentary tickets
    8. 10. Unnecessary comps? <ul><li>Who’s getting the comps? </li></ul><ul><li>Who’s giving them away? </li></ul>
    9. 11. The solution
    10. 12. Set up a membership scheme
    11. 13. Friends can become Friends Fiends
    12. 14. When is membership a good idea? <ul><li>Increasing frequency: </li></ul><ul><ul><li>Infrequent attenders don’t know us well enough to want to join our gang </li></ul></ul><ul><ul><li>Very frequent attenders are already totally committed to what we have to offer </li></ul></ul><ul><ul><li>How many fairly frequent attenders are there who could be persuaded to attend more often? </li></ul></ul><ul><li>Would we have to give away more money than we get? </li></ul>
    13. 15. The solution
    14. 16. How can we get new members?
    15. 17. When is membership a good idea? <ul><li>Increasing frequency: </li></ul><ul><ul><li>Infrequent attenders don’t know us well enough to want to join our gang </li></ul></ul><ul><ul><li>Very frequent attenders are already totally committed to what we have to offer </li></ul></ul><ul><ul><li>How many fairly frequent attenders are there who could be persuaded to attend more often? </li></ul></ul><ul><li>Would we have to give away more money than we get? </li></ul>
    16. 18. The solution
    17. 19. Keep more members
    18. 20. Did it work? <ul><li>How many people renewed their membership? </li></ul>
    19. 21. Keep more members <ul><li>Use email! </li></ul><ul><ul><li>It’s cheap </li></ul></ul><ul><ul><li>You can see what works best </li></ul></ul><ul><li>What should we say? </li></ul><ul><ul><li>The subject line is crucial – what works best? </li></ul></ul>
    20. 22. AB Testing with MailChimp
    21. 23. What is the most cost effective way for us to grow our audience?
    22. 24. Segmenting audiences <ul><li>Frequency alone is not enough </li></ul><ul><li>We also need to look at what they bought tickets for and how </li></ul>
    23. 25. Length of relationship High High Low Low Number of events
    24. 26. Derby Live
    25. 28. Angels
    26. 31. The solution
    27. 32. How can we increase income ?
    28. 33. Increased income can mean increased losses
    29. 34. Contribution to overheads <ul><li>Lincoln Drill Hall </li></ul><ul><li>Challenging: </li></ul><ul><li>Core: </li></ul><ul><li>Popular Culture: </li></ul>£300 £3,000
    30. 35. The solution
    31. 36. How can we convince people we’re not an expensive luxury?
    32. 37. We’re an important part of life <ul><li>26% of households in Ireland bought tickets from at least one of the 49 arts organisations participating in the Theatre Forum benchmarking project </li></ul><ul><li>How do you get this data for your organisation? </li></ul>
    33. 38. Pavilion Theatre <ul><li>18% of households in Dun Laoghaire bought tickets at the Pavilion Theatre in 2010 </li></ul><ul><li>8% of households in Dun Laoghaire –Rathdown bought tickets at the Pavilion Theatre in 2010 </li></ul>
    34. 39. Pavilion Theatre   Unique Customers Private Households % of households buying tickets Dun Laoghaire 1,694 9,189 18% Dun Laoghaire-Rathdown 5,525 68,412 8%
    35. 40. The solution
    36. 41. Can we put up our prices ?
    37. 42. Price sensitive customers <ul><li>Most people are not price sensitive. </li></ul><ul><li>So how do we find the people who are? </li></ul><ul><ul><li>Bottom price payers in multiple price houses </li></ul></ul>
    38. 43. The solution
    39. 44. Do we collect enough audience data to get accurate answers?
    40. 45. How accurate is the information? <ul><li>Absolute minimum: 75% </li></ul><ul><li>OK: 85% or more </li></ul><ul><li>Excellent: 90% or more </li></ul>
    41. 46. Data capture: trends 2009: 94% 2008: 92% 2007: 89% 2006: 89%
    42. 47. How much data are we collecting? Is it any good?
    43. 48. Where’s the problem?
    44. 49. The solution
    45. 50. Summary

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