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Using Live Data to Stay Out of the Woods
KATIE NIX | DECEMBER 2016
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5+ years box office and front of house experience
Founding board member of small opera company
Opera singer & stage director
KATIE NIXBusiness Process
Manager at Vendini
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Who Am I?
3
Benefits of Cloud-Based Solutions
3
Sales data and patron history is automatically stored on the cloud, so your information is kept
up-to-date
ALWAYS LIVE
Mobile apps let you sell tickets, access your patron
database, and see sales stats on-the-go.
AVAILABLE ANYWHERE
Whether you have a few volunteers or a big board of directors, keep everyone on the same
page with live sales stats & reports
SCALABLE
SESSION TOPICS
ONE: POST-MORTEMSTWO: PRICING
THREE: PATRON LOYALTYFOUR: OPERATIONS
CHAPTER ONE | POST-MORTEMS
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Problem 1:
It’s too late to save the patient! – Insights can’t be implemented until
next event or next season Time is wasted on ineffective
strategies
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How Can Live Data Help? Understand your marketing
results– Survey results: “How did you hear
about us?”– Email Marketing reports – which
campaigns are most successfully resulting in sales?
– Conversion tracking Use this data to understand
what’s working – Turn those insights into actions
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Your stakeholders are out of the loop– Executives or Board of Directors don’t
have a clear real-time picture of operations, revenue, fundraising
Problem 2:
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Keep Your Execs in the Loop(AND OUT OF YOUR HAIR) Mobile Sales Apps show a
live snapshot of event sales and inventory and
Automatic e-mail notifications
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CHAPTER TWO | PRICING
1111
Seats sell out too quickly Leaves money on the
table Undervalues your events Doesn’t cover cost.
Requires a budget heavily reliant on donations
Might impact image and programming of organization
Can’t fill seats Only attract the most
affluent audience Hard for an entire family
to attend May impact likelihood
of donations
The Problem with Pricing…Overpriced Underpriced
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The Perfect Price Mix! Balance maximum ticket
sales with maximum revenue
Attract a diverse audience Allows for agility Includes promos
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Dynamic Pricing – What is it?
Mix of price points– By seating area– By performance date or day of the
week Prices or availability may change
based on demand– Increase prices for high-demand
show– Limit discount options for high-
demand performances13
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Prepare
ONE2
Analyze & Monitor
TWO3 Execute
THREE
Your Dynamic Pricing Strategy
DYNAMICPRICING
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Step One: PrepareVenue configuration
– Subdivide your seating sections
Marketing– Don’t back yourself into a
corner– Advertise a price range,
rather than a fixed ticket price
Targets– Set based on previous events– Get buy-in from key
stakeholders15
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Step Two:Analyze and Monitor Choose a report
– E.g. Box Office Settlement Monitor sales of different
sections & prices Compare to targets
on a regular basis
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Step Three: Execute Variable pricing Adjust on-the-fly
if you can Don’t forget
to keep marketing
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Fill Seats +Maximize Revenue Kid Rock concert tour
– Base price $20 – 1,000 tickets “scalped”
online for price set using dynamic pricing
– Balanced audience of fans willing to pay a premiumand those looking for an affordable night out
CHAPTER THREE | PATRON LOYALTY
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The Problem: First-time patrons aren’t
returning Patrons are stuck in a rut
– Example: Nutcracker fans buy tickets every year, but never come to any other performances
Regular ticket buyersaren’t becoming donorsor subscribers
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Use Data to Engage Patron Reports Filter based on
purchase history, donation history, etc.
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2222
… are first-time buyers
… bought at least 2 events but aren’t subscribers
… gave small donations in past
… came a few times last year but haven’t bought tickets yet this year
… purchased as a large group in the past
… other examples?
Find Your Patrons Who…
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Insights Into Action! Targeted
marketing Special discounts Deeper
engagement
CHAPTER FOUR | OPERATIONS
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The Problem: Long lines Special Guests and VIPs
lost in the crowd
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Use Online Sales and Scan Data
Determine staff and volunteer needs.
Mobile Patron Apps VIP SMS alerts
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RECAP
ONE: POST-MORTEMSTWO: PRICING
THREE: PATRON LOYALTYFOUR: OPERATIONS
THANKS!KATIE NIX
BUSINESS PROCES MANAGERCATHERINE.NIX@VENDINI.COM
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