What's Your Conversion Rate - Live from BBCON

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<ol><li> 1. 9/30/2013 #bbcon 1 Whats Your Conversion Rate? Turning single ticket buyers into members/subscribers PRESENTED BY ROSITA BRADHAM AND JEFFREY LEIB </li><li> 2. 9/30/2013 #bbcon 2 COMMON OBSTACLES </li><li> 3. 9/30/2013 #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 </li><li> 4. 9/30/2013 #bbcon 4 ARE YOU COLLECTING THE RIGHT INFORMATION? </li><li> 5. 9/30/2013 #bbcon 5 INFORMATION IS POWER WHAT SHOULD YOU COLLECT? Name and address Name and email What other information can you collect? </li><li> 6. 9/30/2013 #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 </li><li> 7. 9/30/2013 #bbcon 7 Can be inefficient Data sharing can be a problem Technical issues caused by network bandwidth TALE OF TWO DATABASES </li><li> 8. 9/30/2013 #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 </li><li> 9. 9/30/2013 #bbcon 9 Lack skill for pulling data from disparate systems Database management skills Computer skills STAFF TECHNICAL SKILLS </li><li> 10. 9/30/2013 #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 </li><li> 11. 9/30/2013 #bbcon 11 Lack of communication between departments Personalities resistant to change This is not my job attitude UNCOOPERATIVE STAFF </li><li> 12. 9/30/2013 #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 </li><li> 13. 9/30/2013 #bbcon 13 Unwilling to change current program Its what we always do attitude LACK OF INSTITUTIONAL SUPPORT </li><li> 14. 9/30/2013 #bbcon 14 DO YOU KNOW WHOS VISITING? </li><li> 15. 9/30/2013 #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 </li><li> 16. 9/30/2013 #bbcon 16 Paid Admission 23% Fee Admission 18% Target Attendance IDENTIFY YOUR TARGET GROUP </li><li> 17. 9/30/2013 #bbcon 17 TAKE A FRESH LOOK AT YOUR CURRENT MEMBERSHIP PROGRAM </li><li> 18. 9/30/2013 #bbcon 18 Whats unique about your membership program? Does it promote loyalty? What would you change about it? What are other organizations offering? QUESTION TO ASK YOURSELF </li><li> 19. 9/30/2013 #bbcon 19 STRATEGIES FOR TURNING TICKET BUYERS INTO MEMBERS/SUBSCRIBERS </li><li> 20. 9/30/2013 #bbcon 20 MAKE AN OFFER THEY CANT REFUSE Day of purchase discounts Giveaways and swag Design programs that gets your audience engaged </li><li> 21. 9/30/2013 #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) </li><li> 22. 9/30/2013 #bbcon 22 HAVE A LITTLE MONEY TO SPEND Invest in marketing! Canvas your facility signs and banners in high traffic areas Dont forget the gift shop or secondary shops for marketing opportunities Bigger presence online by hiring someone to design it </li><li> 23. 9/30/2013 #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 </li><li> 24. 9/30/2013 #bbcon 24 HOW AND WHEN DO YOU MAKE THE ASK? </li><li> 25. 9/30/2013 #bbcon 25 Dont ask too fast Dont ask first time buyers Dont seem too needy WHAT NOT TO DO </li><li> 26. 9/30/2013 #bbcon 26 Treat this like a courtship First impressions are lasting impressions Make the process easy for the customer WHAT TO DO </li><li> 27. 9/30/2013 #bbcon 27 FINAL THOUGHTS AND QUESTIONS </li><li> 28. 9/30/2013 #bbcon 28 TWEET ABOUT YOUR SESSION #WHATSYOURCONVERSIONRATE #ARTSANDCULTURE #ROSITABRADHM #JEFFREYLEIB </li></ol>