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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
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
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
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
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
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
The Brand in your Hand




rt@rogertomlinson.com
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
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
Bums on seats…




rt@rogertomlinson.com
“hearts and minds”




rt@rogertomlinson.com
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
Audience insight drives targeting




rt@rogertomlinson.com
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
Audience development:
                more people, new people,
                   Ticketing Marketing
                 attending more things,
                      Relationships
                  enjoying new things,
                       more often




rt@rogertomlinson.com
Epidauras, 360 BC




 rt@rogertomlinson.com
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
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
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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ROGER TOMLINSON

  • 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
  • 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