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What's Your Conversion Rate - Live from BBCON

Jeffrey Leib and Rosita Bradham presented on increasing your arts and cultural conversion rates for donors and visitors.

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What's Your Conversion Rate - Live from BBCON

  1. 1. 9/30/2013 #bbcon 1 What’s Your Conversion Rate? Turning single ticket buyers into members/subscribers PRESENTED BY ROSITA BRADHAM AND JEFFREY LEIB
  2. 2. 9/30/2013 #bbcon 2 COMMON OBSTACLES
  3. 3. 9/30/2013 #bbcon 3 • Lack of necessary information • Non-integrated databases • Lack of staff technical skills • Uncooperative staff • Lack of institutional support/mandate for promoting membership to different kinds of visitors COMMON OBSTACLES
  4. 4. 9/30/2013 #bbcon 4 ARE YOU COLLECTING THE RIGHT INFORMATION?
  5. 5. 9/30/2013 #bbcon 5 INFORMATION IS POWER WHAT SHOULD YOU COLLECT? • Name and address • Name and email • What other information can you collect?
  6. 6. 9/30/2013 #bbcon 6 • Lack of necessary information • Non-integrated databases • Lack of staff technical skills • Uncooperative staff • Lack of institutional support/mandate for promoting membership to different kinds of visitors COMMON OBSTACLES
  7. 7. 9/30/2013 #bbcon 7 • Can be inefficient • Data sharing can be a problem • Technical issues caused by network bandwidth TALE OF TWO DATABASES
  8. 8. 9/30/2013 #bbcon 8 • Lack of necessary information • Non-integrated databases • Lack of staff technical skills • Uncooperative staff • Lack of institutional support/mandate for promoting membership to different kinds of visitors COMMON OBSTACLES
  9. 9. 9/30/2013 #bbcon 9 • Lack skill for pulling data from disparate systems • Database management skills • Computer skills STAFF TECHNICAL SKILLS
  10. 10. 9/30/2013 #bbcon 10 • Lack of necessary information • Non-integrated databases • Lack of staff technical skills • Uncooperative staff • Lack of institutional support/mandate for promoting membership to different kinds of visitors COMMON OBSTACLES
  11. 11. 9/30/2013 #bbcon 11 • Lack of communication between departments • Personalities resistant to change • “This is not my job” attitude UNCOOPERATIVE STAFF
  12. 12. 9/30/2013 #bbcon 12 • Lack of necessary information • Non-integrated databases • Lack of staff technical skills • Uncooperative staff • Lack of institutional support/mandate for promoting membership to different kinds of visitors COMMON OBSTACLES
  13. 13. 9/30/2013 #bbcon 13 • Unwilling to change current program • “It’s what we always do” attitude LACK OF INSTITUTIONAL SUPPORT
  14. 14. 9/30/2013 #bbcon 14 DO YOU KNOW WHO’S VISITING?
  15. 15. 9/30/2013 #bbcon 15 Do you know your current attendance? KNOW WHAT YOU HAVE 23% 18% 38% 10% 8% 3% Total Attendance Paid Admission Free Admission Members/Donors Groups Programs Special Events
  16. 16. 9/30/2013 #bbcon 16 Paid Admission 23% Fee Admission 18% Target Attendance IDENTIFY YOUR TARGET GROUP
  17. 17. 9/30/2013 #bbcon 17 TAKE A FRESH LOOK AT YOUR CURRENT MEMBERSHIP PROGRAM
  18. 18. 9/30/2013 #bbcon 18 • What’s unique about your membership program? • Does it promote loyalty? • What would you change about it? • What are other organizations offering? QUESTION TO ASK YOURSELF…
  19. 19. 9/30/2013 #bbcon 19 STRATEGIES FOR TURNING TICKET BUYERS INTO MEMBERS/SUBSCRIBERS
  20. 20. 9/30/2013 #bbcon 20 MAKE AN OFFER THEY CAN’T REFUSE • Day of purchase discounts • Giveaways and swag • Design programs that gets your audience engaged
  21. 21. 9/30/2013 #bbcon 21 COST EFFICIENT STRATEGIES • Increase presence on website • Follow up with program attendees via email or letter. Inform them of upcoming programs that are similar to the one they attended and member benefits • Social media outlets • Word of Mouth (guest services staff, volunteers, etc)
  22. 22. 9/30/2013 #bbcon 22 HAVE A LITTLE MONEY TO SPEND • Invest in marketing! • Canvas your facility – signs and banners in high traffic areas • Don’t forget the gift shop or secondary shops for marketing opportunities • Bigger presence online by hiring someone to design it
  23. 23. 9/30/2013 #bbcon 23 HAVE A BLANK CHECK • Hire 3rd party company to provide sales team to promote program • Kiosks • Comprehensive survey sent to target audience resulting in an ask • Hire more people
  24. 24. 9/30/2013 #bbcon 24 HOW AND WHEN DO YOU MAKE THE ASK?
  25. 25. 9/30/2013 #bbcon 25 • Don’t ask too fast • Don’t ask first time buyers • Don’t seem too needy WHAT NOT TO DO…
  26. 26. 9/30/2013 #bbcon 26 • Treat this like a courtship • First impressions are lasting impressions • Make the process easy for the customer WHAT TO DO…
  27. 27. 9/30/2013 #bbcon 27 FINAL THOUGHTS AND QUESTIONS
  28. 28. 9/30/2013 #bbcon 28 TWEET ABOUT YOUR SESSION #WHATSYOURCONVERSIONRATE #ARTSANDCULTURE #ROSITABRADHM #JEFFREYLEIB

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