Re-inventing your Box Office - The Ticketing Institutetheticketinginstitute.com › wp-content › uploads › 2014 › ... · [email protected] #TTILive “Re-inventing the Box

[email protected] www.TheTicketingInstitute.com #TTILive

Re-inventing your Box Office

Sponsored by STIMAREHosted by The ArchesAssisted by CultureSparks

#TTILive


“Re-inventing the Box Office”6 Month AnniversaryDelivered in US

• International Ticketing Association INTIX• Rep / Commercial / Sport (UK)• Organisational Role of Ticketing

Delivered in Europe• Europe Talks Tickets ETT• The Role of Box Office Manager

Delivering to more Marketing Focused• Box Office the processors of marketing Activity• …………or………….

This has evolved, so has the box office


My First Ticketing RoleIT Administrator Sports Club

• Can we all print?• Take a look at this Internet thing!• …..oh and look after ticketing?

–Not manage, look after


Ticketing was seen to be


More than just ticketing

“Consumer Sales”Tickets, packages, memberships, car

parking priority, travel, merchandiseCustomer SpendLoyalty Ladders

• Systems Started to do this• Staff didn’t• Knew the seating chart, little else


Second Year

Time Limited Pricing• No More Saturday morning roll ups• Buy early for best seat … now price too

Plastic replaces paper• Memberships (we know who you are)• Payment (you don’t have to come to us)

No More Slash and Burn Discounting• Targeted Offer based on buying patterns• Great games packaged with poor ones


Off Field Advantage

RevenueKnowledgeAlternate OfferingsNot just match-day

• Subscription services• Third party linked products

More money for the CoachMore DATA


What are Venues Demanding

Dashboards• What’s happening now• Ticket Yield• Hot - spotting

Dynamic Pricing• Purely Automatic?• Star Player returns from injury• Chance of making playoffs?

These are tools – they need people• The “Box Office Manager”?


Endangered Species

We are / wereWe have adapted, we continue to adapt

• Understanding our customers• Understanding society and decision making

process• Understanding our role in organisation

We must ensure our suppliers work with us todevelop the next set of tools we will need


Contacts

[email protected]@tickettattle


“The Box Office will be dead by 2010”

said in 2001

“Ticketing will be the heart of marketing”

said in 2001

“On-line opportunities will replace it by 2010” said in 2001

“On-line opportunitieswill transform it by 2010”

said in 2001


Marketplace

Publicity

Sales

Attenders

Income

The bottleneck

“The Box Office will be dead by 2010”

said in 2001

The“Funnel”


“bums on seats”


“hearts and minds”


Marketplace

Publicity

Order Processing

Attenders

Income

WalledGarden

DirectMarketing

DirectPersonal

Sales

Friends

Life-time Value

“Ticketing will be the heart of marketing”

said in 2001


Ticketing = The “beating heart” of marketing,communications, & CRM


Pumping the lifeblood: customer data

Box OfficeTransactions,Mailing lists

Memberships& loyaltyschemes

Fund-raising& Donations

Sponsorships, &corporate giving

Education &Outreach

Media andpublicrelationsPortals,

web sites, on-line sales

Mobiles & apps, & tablets

Social networks,

twitter, etc.

The database oftruth

Subscriptions,season tickets

Ticketingsystem

database


Not just “closing the sale”

• Starting the marketing process• Recruiting people and capturing the data on

customers• Creating the “walled garden”, growing ‘Life-

time value’• Driving targeted marketing campaigns• Feeding personalised social media• Managing customer relationships & loyalty• Maximising yields and revenues• Optimising sales through all the channelsAt core, the heart of customer relations


Build the Customer DatabaseOf Truth

Personalised Marketing &

CommunicationsCreate and build

Relationships

Audience development:more people, new people,

attending more things, enjoying new things,

more often


New responsibilities

• Manage the “Database of Truth”• Make analyses of customers’ behaviours• Segment audiences and the marketplace• Plan loyalty schemes & audience development

strategies• Optimise pricing & maximise revenue• Conduct detailed business analysis• Manage social media in real-timeDrive the marketing & communications strategy


100.00%407,797100.00%19,184100.00%943Total

3.32%13,5551.33%2551.70%16K Rural Isolation

4.34%17,6793.03%5813.92%37J Grey Perspectives

0.61%2,4770.47%911.06%10I Twilight Subsistence

2.02%8,2421.29%2481.59%15H Blue Collar Enterprise

0.22%9070.17%320.11%1G Municipal Dependency

4.62%18,8266.72%1,2896.04%57F Welfare Borderline

30.50%124,37038.95%7,47240.30%380E Urban Intelligence

7.80%31,8279.48%1,8189.65%91D Ties of Community

11.52%46,9819.06%1,7389.01%85C Suburban Comfort

3.48%14,1782.82%5413.50%33B Happy Families

31.57%128,75526.68%5,11923.12%218A Symbols of Success

Snapshot05/06

Bookers(All)

Snapshot05/06

Bookers(All)

Snapshot05/06WorldMusic

Bookers

Snapshot05/06WorldMusic

Bookers

Leftfield

WorldMusic

Bookers

LeftfieldWorldMusic

Bookers

Mosaic Profile Groups

at the Roundhouse,London

RLPO CLIMBING FRAMECURRENT SEGMENTS

FrequencyVERY

LAPSEDPREVIOUSLY

LAPSEDRECENTLY

LAPSED1 2+ 4+ 2001 SUBS 6+ SUBS GROUPS of

10-49GROUPS of

50+

AA 337 587 462 425 182 537 66 14

BB 1049 925 516 207 55 372 37 14

CC 1455 948 344 410 1 20 18 5

DD 274 339 104 17 1 62 2

EE 1499 2293 134 5 6 73 8

TOT 7386 6427 4614 5092 1560 1064 238 936 256 43

18,427 55% 17% 12% 3% 10% 3%

Degree of Difficulty Attended A =most difficult E = least difficult

6135/ 1251

4413/ 2014

23

The most popular seats remain atthe centre of the auditorium sothere is probably scope for a“premium” section.

PriceBand

Previews Mon-Thu, SatMatinee

Fri & SatEvening

I £17.50 £22.50 £23.50

II £15.00 £18.75 £19.75

III £12.00 £15.50 £16.50

Hotseat™ Index on Times Sold on all 2009 SummerSeason Performances (exc one-nighters)

24

Demand is always for the top price seatssuggesting potential to increase thenumber of genuinely good top price seats.

PriceBand Previews

Mon-Thu, SatMatinee

Fri & SatEvening

I £17.50 £22.50 £23.50

II £15.00 £18.75 £19.75

III £12.00 £15.50 £16.50


Measuring successComparison of Selected Results

Net BO Income

Royalti e s Retained Margin %

Absurd Person Singular 27,904 3,488 0 0 . 0 Billy Lia r 13,488 1,349 -8,813 0 . 0 Buddy 51,590 7,738 -1,447 0 . 0 Murder on Ai r 7,870 9 8 4 - 4 5 4 0 . 0 Last of the Summer WineWi n e

15,299 1,912 1,500 0 . 0 Skelli g 10,945 1,368 1,000 9 . 1 We're going on a bear hu n t 7,094 8 5 1 1,873 2 6 . 4 Dinner Lad ies 30,675 3,834 2,000 6 . 5 Lunch with Marlene & Noe l 11,414 1,141 2,055 1 8 . 0 Menopause the Musical 10,561 1,690 2,218 2 1 . 0 Fatal Encount e r 17,641 2,205 3,087 1 7 . 5 Write me a Murder 23,237 2,905 4,067 1 7 . 5 The SignalM a n 18,758 1,876 5,065 2 7 . 0 Robinson Crusoe 147,015 36,268 2 4 . 7 Cinderella 208,792 32,079 1 5 . 4 Blood Brothers 117,707 20,599 - 5 4 1 4 . 1


Benchmarks, KPIsTotal Average Annual Net Subsidy F-o-H Marketing Total

Seating Total ticket tickets per show Retained per ticket profit per spend per Friends Revenue capacity perfs. sales performance surplus margin sold ticket sold ticket sold Members Subsidy

No. No. £ % £ £ £ No. £993 386 268,660 696 661,242 21.1% £1.12 £0.47 £0.67 8,165 £300,899.20

1,001 389 298,857 768 722,100 17.8% £0.02 £0.36 £1.40 19 £5,977.141,158 292 204,411 700 575,908 22.6% £2.85 £0.36 £1.35 1,108 £582,571.35760 335 120,960 361 287,052 30.4% £3.75 * £0.74 n/a £453,600.00951 315 170,499 541 458,409 20.9% £1.68 £0.61 £1.28 700 £286,438.32

1,189 250 165,711 663 305,605 17.5% £3.04 £0.28 £1.40 1,200 £503,761.441,294 376 306,346 815 974,639 20.2% £2.12 £0.40 £1.71 1,708 £649,453.521,310 393 335,772 854 101,404 21.6% £0.28 £0.40 £1.48 10,500 £94,016.161,021 335 197,652 590 300,765 15.4% £3.38 £0.73 £0.75 850 £668,063.761,200 437 332,456 761 95,161 24.8% £1.61 £0.28 £1.55 3,000 £535,254.161,070 350 240,132 675 448,229 21.2% £1.99 £0.43 £1.23 2,725 £476,662.02


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Ensure the lifeblood

Capture & record data from customers in every transaction,through ALL the channels, at every “touch-point”:• Any dialogue on the phone• Over the counter• Registration and log-in on web-sites• Self-selecting profiles and preferences• Social media such as Twitter & Facebook, and inter-

actions• Track behaviour on websites including click- throughs• Record responses to campaigns• Score customers from your knowledge

Get customer’s permission to use their data, so you can useyour intelligence to be intelligent with the customers


The Loyalty LadderAdvocates

Clients

Customers

Potentials

Prospects

Suspects

FriendsAmbassadors

DevelopDialogue

Frequency

TrackGet to know

Test Drive

Permission

Capture

Develop LoyaltyMake Friends

Welcome


Real people, real relationships

Use your intelligence on customers to beintelligent with customers:“customers are real people, individuals, withspecific needs, in the search for authenticity”

Jane Donald, Glasgow Concert Halls, now at RSNOwww.glasgowconcerthalls.com

Avoid what Don Pepper calls “faux” relationship marketing:• NOT using what you know about customers when

communicating with them• Remember: the customer knows what you know

about them


Re-invent your Box Office

Think first about your customers/fans/friends:• What relationship do you want with them?• Plan to get the intelligence to be intelligent with

customers - don’t be faux• Make the process as direct to you as possible• Put in state-of-the-art integrated ticketing, marketing,

CRM technology• Stop being transactional, start being relational• Think about life-time value and “return on involvement”• Turn staff into ambassadors not ‘order-processors’

Create the “beating heart of marketing andcommunications” - please do it NOW


Roger Tomlinsone: [email protected]: +44 7973 397136

www.theticketinginstitute.comwww.brandinyourhand.ning.comTwitter @[email protected]

Andrew Thomase: [email protected]: +44 7900 231118

www.patronbase.co.ukTwitter @tickettattle

#TTILive



Sponsored by STIMAREHosted by The ArchesAssisted by CultureSparks

#TTILive

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Re-inventing your Box Office - The Ticketing Institutetheticketinginstitute.com › wp-content › uploads › 2014 › ... · [email protected] #TTILive “Re-inventing the Box