What's Your Conversion Rate

10/7/2013 #bbcon 1

What’s Your Conversion Rate? Turning single ticket buyers into members/subscribers

PRESENTED BY ROSITA BRADHAM AND JEFFREY LEIB

10/7/2013 #bbcon 2

COMMON OBSTACLES

10/7/2013 #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

10/7/2013 #bbcon 4

ARE YOU COLLECTING THE RIGHT INFORMATION?

10/7/2013 #bbcon 5

INFORMATION IS POWER

WHAT SHOULD YOU COLLECT?

• Name and address

• Name and email

• What other information can you collect?

10/7/2013 #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

10/7/2013 #bbcon 7

• Can be inefficient

• Data sharing can be a problem

• Technical issues caused by network bandwidth

TALE OF TWO DATABASES

10/7/2013 #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

10/7/2013 #bbcon 9

• Lack skill for pulling data from disparate systems

• Database management skills

• Computer skills

STAFF TECHNICAL SKILLS

10/7/2013 #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

10/7/2013 #bbcon 11

• Lack of communication between departments

• Personalities resistant to change

• “This is not my job” attitude

UNCOOPERATIVE STAFF

10/7/2013 #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

10/7/2013 #bbcon 13

• Unwilling to change current program

• “It’s what we always do” attitude

LACK OF INSTITUTIONAL SUPPORT

10/7/2013 #bbcon 14

DO YOU KNOW WHO’S VISITING?

10/7/2013 #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

10/7/2013 #bbcon 16

Paid Admission

23%

Fee Admission

18%

Target Attendance

IDENTIFY YOUR TARGET GROUP

10/7/2013 #bbcon 17

TAKE A FRESH LOOK AT YOUR CURRENT

MEMBERSHIP PROGRAM

10/7/2013 #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…

10/7/2013 #bbcon 19

STRATEGIES FOR TURNING TICKET BUYERS INTO

MEMBERS/SUBSCRIBERS

10/7/2013 #bbcon 20

MAKE AN OFFER THEY CAN’T REFUSE

• Day of purchase discounts

• Giveaways and swag

• Design programs that gets your audience engaged

10/7/2013 #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)

10/7/2013 #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

10/7/2013 #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

10/7/2013 #bbcon 24

HOW AND WHEN DO YOU MAKE THE ASK?

10/7/2013 #bbcon 25

• Don’t ask too fast

• Don’t ask first time buyers

• Don’t seem too needy

WHAT NOT TO DO…

10/7/2013 #bbcon 26

• Treat this like a courtship

• First impressions are lasting impressions

• Make the process easy for the customer

WHAT TO DO…

10/7/2013 #bbcon 27

FINAL THOUGHTS AND QUESTIONS

10/7/2013 #bbcon 28

TWEET ABOUT YOUR SESSION

#WHATSYOURCONVERSIONRATE

#ARTSANDCULTURE

#ROSITABRADHM #JEFFREYLEIB