Transcript
Page 1: What's Your Conversion Rate - Live from BBCON

04/18/2023 #bbcon 1

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

PRESENTED BY ROSITA BRADHAM AND JEFFREY LEIB

Page 2: What's Your Conversion Rate - Live from BBCON

04/18/2023 #bbcon 2

COMMON OBSTACLES

Page 3: What's Your Conversion Rate - Live from BBCON

04/18/2023 #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

Page 4: What's Your Conversion Rate - Live from BBCON

04/18/2023 #bbcon 4

ARE YOU COLLECTING THE RIGHT INFORMATION?

Page 5: What's Your Conversion Rate - Live from BBCON

04/18/2023 #bbcon 5

INFORMATION IS POWERWHAT SHOULD YOU COLLECT?

• Name and address• Name and email

• What other information can you collect?

Page 6: What's Your Conversion Rate - Live from BBCON

04/18/2023 #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

Page 7: What's Your Conversion Rate - Live from BBCON

04/18/2023 #bbcon 7

• Can be inefficient

• Data sharing can be a problem

• Technical issues caused by network bandwidth

TALE OF TWO DATABASES

Page 8: What's Your Conversion Rate - Live from BBCON

04/18/2023 #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

Page 9: What's Your Conversion Rate - Live from BBCON

04/18/2023 #bbcon 9

• Lack skill for pulling data from disparate systems

• Database management skills

• Computer skills

STAFF TECHNICAL SKILLS

Page 10: What's Your Conversion Rate - Live from BBCON

04/18/2023 #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

Page 11: What's Your Conversion Rate - Live from BBCON

04/18/2023 #bbcon 11

• Lack of communication between departments

• Personalities resistant to change

• “This is not my job” attitude

UNCOOPERATIVE STAFF

Page 12: What's Your Conversion Rate - Live from BBCON

04/18/2023 #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

Page 13: What's Your Conversion Rate - Live from BBCON

04/18/2023 #bbcon 13

• Unwilling to change current program

• “It’s what we always do” attitude

LACK OF INSTITUTIONAL SUPPORT

Page 14: What's Your Conversion Rate - Live from BBCON

04/18/2023 #bbcon 14

DO YOU KNOW WHO’S VISITING?

Page 15: What's Your Conversion Rate - Live from BBCON

04/18/2023 #bbcon 15

Do you know your current attendance?

KNOW WHAT YOU HAVE

23%

18%38%

10%

8% 3%

Total Attendance

Paid AdmissionFree AdmissionMembers/DonorsGroupsProgramsSpecial Events

Page 16: What's Your Conversion Rate - Live from BBCON

04/18/2023 #bbcon 16

Paid Admission 23%

Fee Ad-mission

18%

Target Attendance

IDENTIFY YOUR TARGET GROUP

Page 17: What's Your Conversion Rate - Live from BBCON

04/18/2023 #bbcon 17

TAKE A FRESH LOOK AT YOUR CURRENT MEMBERSHIP PROGRAM

Page 18: What's Your Conversion Rate - Live from BBCON

04/18/2023 #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…

Page 19: What's Your Conversion Rate - Live from BBCON

04/18/2023 #bbcon 19

STRATEGIES FOR TURNING TICKET BUYERS INTO MEMBERS/SUBSCRIBERS

Page 20: What's Your Conversion Rate - Live from BBCON

04/18/2023 #bbcon 20

MAKE AN OFFER THEY CAN’T REFUSE

• Day of purchase discounts

• Giveaways and swag

• Design programs that gets your audience engaged

Page 21: What's Your Conversion Rate - Live from BBCON

04/18/2023 #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)

Page 22: What's Your Conversion Rate - Live from BBCON

04/18/2023 #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

Page 23: What's Your Conversion Rate - Live from BBCON

04/18/2023 #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

Page 24: What's Your Conversion Rate - Live from BBCON

04/18/2023 #bbcon 24

HOW AND WHEN DO YOU MAKE THE ASK?

Page 25: What's Your Conversion Rate - Live from BBCON

04/18/2023 #bbcon 25

• Don’t ask too fast

• Don’t ask first time buyers

• Don’t seem too needy

WHAT NOT TO DO…

Page 26: What's Your Conversion Rate - Live from BBCON

04/18/2023 #bbcon 26

• Treat this like a courtship

• First impressions are lasting impressions

• Make the process easy for the customer

WHAT TO DO…

Page 27: What's Your Conversion Rate - Live from BBCON

04/18/2023 #bbcon 27

FINAL THOUGHTS AND QUESTIONS

Page 28: What's Your Conversion Rate - Live from BBCON

04/18/2023 #bbcon 28

TWEET ABOUT YOUR SESSION

#WHATSYOURCONVERSIONRATE#ARTSANDCULTURE

#ROSITABRADHM #JEFFREYLEIB