Archive for July, 2010
Turn Your Data into Action
An Arts & Business Council of Chicago: Marketing Matters Series on March 30, 2010 presented by Cheryl Slover-Linett and Chloe Chittick Patton.
It covers which data arts and culture organizations should be collecting, how to conduct basic analyses, and how to link data to new strategies and tactics for audience development.
The goals of the session were:
- Learn which data are most important to track
- Get tips on how best to track your data
- Consider specific strategies and tactics you can use to increase the success of your efforts
- Expand the tools in your toolkit
The session was presented with a variety of case studies from the following:
- Maria Gray
Development Director, Chicago Public Art Group - Lara Goetsch
Director of Marketing and Communications,
TimeLine Theatre Company - Anna Fitzloff
Director of Marketing, Harris Theater for Music and Dance in Millennium Park
Presentation Powerpoint available online HERE>>
9 July, 2010 at 10:10 am Tim Roberts ARTS Australia Leave a comment
Who is Paperless Ticketing Really Looking After?
It appears that Paperless Ticketing gets rid of individual tickets issued before an event, but as applied by Ticketmaster it depends upon the one credit card to identify the rightful attendees.
“It’s the ultimate in convenience if you’re a consumer,” says Jeff Kline, president of Cleveland-based Veritix.
Oh please!
There are numerous examples of how this compromises convenience, gift giving being buy one example. The helpful answer of Ticketmaster to gift givers is to buy paperless tickets “on the credit card of the person attending the event and [then] reimburse them.” Sort of discounts the warm and fuzzies from the gift of giving …
It is hard to see any real benefits to consumers with the dependence upon a credit card for identification and store of value and the only real benefits seem to be the agents extending control from the primary market to the secondary market. “Veritix and Ticketmaster say they aren’t against reselling, or even reselling at a profit — they just oppose it being done outside their own electronic walls. Both companies have set up their own reselling sites and require consumers to use them if they want to resell a paperless ticket. The companies then collect a fee, typically about 20 percent of the value of the transaction.“
“The debate revives a long-running question about the nature of a ticket: Is it a piece of property that its holder has the right to buy and sell as he sees fit, or is it merely a seat-rental contract subject to restrictions determined by its issuer?“
READ FULL ARTICLE ONLINE AT THE WASHINGTON POST ‘Paperless ticketing’ aims to thwart scalping at concerts, sports events
8 July, 2010 at 12:46 pm Tim Roberts ARTS Australia Leave a comment
Some of the Benefits of CRM
A good collection of benefits that CRM software may offer your organisation:
- Higher Levels Of Customer Service
- Comprehensive Repository
- Prioritized Service
- Timely Responses
- Preventive Measures
- Coordinated Marketing Campaigns
- Loyalty Programs
- Identifying New Leads
READ The Advantages CRM Software Brings To Your Business
7 July, 2010 at 10:10 am Tim Roberts ARTS Australia Leave a comment
The New Curtain Raiser: Online Ticketing
An interesting article by Eugene Carr and Michelle Paul of Patron Technology in the June E-marketing E-ssentials Newsletter. A discussion of the ticket buying process, and in particular, the online ticket purchase path.
They start with an important premise founded in Relationship Marketing:
“When does a cultural event begin, and when does it end? For the traditionalists, the answer may be simple. When the curtain goes up, it starts, and when the curtain comes down, it’s over.“
“But here’s another way of looking at it: the cultural event starts the moment a potential patron decides to attend. Once her decision is made, she takes action by making a call or a visit to the box office, or going to your website.“
“If you accept this definition, then the website visit is part of the arts experience. The ticket purchase becomes the first (and most interactive) contact that your patron is likely to have with your organization …“
They then detail six valuable guidelines for a good buying experience:
- Clarity
- Transparency
- Streamlining
- Certainty
- Maintain the Brand Experience
- Offer Every Kind of Transaction Online
A finishing comment that is increasingly coming very true!
“The days of ticketing companies controlling your relationships with your patrons are coming to an end. We are in an era when building a relationship with your patrons is vitally important, and your vendor should be working for you in service of that objective. If they are not, make a change. Your patrons are yours, not theirs.“
6 July, 2010 at 4:16 pm Tim Roberts ARTS Australia Leave a comment
moshtix Anti-Scalping Survey
Take the moshtix Anti-Scalping Survey – In response to the Government issues paper to investigate ticket on-selling.
1 July, 2010 at 1:03 pm Tim Roberts ARTS Australia 1 comment
