ROGER TOMLINSON

FULL HOUSE
Turning data into audiences
21st Century strategic opportunities
from ticketing and marketing
system databases
Roger Tomlinson & Tim Roberts
www.artsoz.com.au/FULLHOUSE.htm

The Old Wood Mill, Church Lane, Madingley, Cambridge CB3 8AF Telephone 01954 210766 www.actconsultantservices.co.uk

ACT CONSULTANT SERVICES

Escenium 2010
The Beating Heart
In-house ticketing systems help build audiences
for tomorrow
Roger Tomlinson
rt@rogertomlinson.com
m: +44 7973 397136

www.brandinyourhand.ning.com

INTIX: Lifetime Achievement Award 2009

In-house ticketing systems pump the lifeblood:
audience data
Social
Mobiles networks,
& apps twitter, etc.
Media and
Web sites, public
on-line sales relations

Fund-raising
Sponsorships & Donations
& Corporate
giving

Subscriptions, Data from:
Memberships & Ticketing
Loyalty schemes Transactions
Education &
Outreach

Ticketing systems join-up data
One Stop in-house database for all the customer-
facing functions:
• Ticket Sales through all channels
• Packages: subscription and season ticket schemes
• Website integrations and e-marketing
• Memberships & Loyalty schemes
• Development: Fund-raising
• Sponsorship, media and public relations
• Related sales: Merchandising, Food & Drink, Parking
Links to financial administration & enables dynamic
revenue management
Joins up data for multiple venues
Drives marketing and customer inter-actions

Attenders and attendances across a city

Venue A Venue B Venue C Venue D Venue E Venue F Venue G
Venue A 100 40.5 19.5 7.4 6.3 38.2 10
Venue B 6.7 100 4.7 4 2.5 25 2.4
Venue C 29.2 42.7 100 7.9 8.8 37.7 12.9
Venue D 16.9 55.4 12 100 7.4 37.7 7.5
Venue E 20.3 49.3 18.9 10.4 100 38.8 10.1
Venue F 8.7 34.3 5.7 3.8 2.7 100 2.5
Venue G 28.8 41.2 24.9 9.5 9.1 31.9 100

City venues exceeding 10,000 customers per annum
%ages show the proportion of customers for the venue on the left who attend the venue at the top.


Mosaic Groups at the Leftfield Leftfield Snapshot Snapshot Snapshot Snapshot
Roundhouse, London World World 05/06 05/06 05/06 05/06
Music Music World World Bookers Bookers
Bookers Bookers Music Music (All) (All)
Bookers Bookers
A Symbols of Success 218 23.12% 5,119 26.68% 128,755 31.57%
B Happy Families 33 3.50% 541 2.82% 14,178 3.48%
C Suburban Comfort 85 9.01% 1,738 9.06% 46,981 11.52%
D Ties of Community 91 9.65% 1,818 9.48% 31,827 7.80%
E Urban Intelligence 380 40.30% 7,472 38.95% 124,370 30.50%
F Welfare Borderline 57 6.04% 1,289 6.72% 18,826 4.62%
G Municipal Dependency 1 0.11% 32 0.17% 907 0.22%
H Blue Collar Enterprise 15 1.59% 248 1.29% 8,242 2.02%
I Twilight Subsistence 10 1.06% 91 0.47% 2,477 0.61%
J Grey Perspectives 37 3.92% 581 3.03% 17,679 4.34%
K Rural Isolation 16 1.70% 255 1.33% 13,555 3.32%
Total 943 100.00% 19,184 100.00% 407,797 100.00%


The Brand in your Hand


The niche of one
E-marketing
Inter-activity
My Website
There is nothing permanent in life,
except change
‘Mobile’ lifestyle Mash-ups
Social networking
The ‘Now’ generation
Lifestyle based relationships
User Input ‘Personalisation’
Instant gratification
Defined by Loyalty
Content creation
‘Pull’ as well as “Push’


At the beginning: ticketing
• The „Point-of-Sale‟ is the unique opportunity to relate to
customers, talk to them, capture information, find out
who they are
• The system records their contact details, what they
booked for, their interests, and ultimately records their
detailed behaviour
• Customer records enable management of
communications so people can be „recognised‟ as
individuals and inter-actions can be „personalised‟
• The in-house ticketing system creates the “beating
heart” to drive direct marketing and build relationships
with audiences, as real people, not “bums on seats”


Bums on seats…


“hearts and minds”


Marketing to real people
• Send direct marketing messages targeted at
specific people
• Identify segments of the market who can be
marketed to separately e.g. young people
• Tailored propositions according to their behaviour
and circumstances e.g. infrequent attenders
• „Recognise‟ returning audiences and treat them as
individuals
• „Personalise‟ contacts and inter-actions
• Build relationships with audiences, develop loyalty
and bring them back more often


Audience insight drives targeting


How do we develop audiences?
First time attenders:
• Test drivers? What next?
• Persuaded customers, first purchase? Next offer?
• New customers, not known to us? Return offer?
Returners:
• build frequency of attendance
• find potential subscribers/frequent flyers
• Improve understanding and appreciation
• make „Friends‟, create a “walled garden”
• establish „loyalty‟, sell membership or similar schemes
More frequent attenders
• Cross-fertilise audiences, extend appreciation
• Incentivise exploration & specific events
• Help “Initiators” - and women


Audience development:
more people, new people,
Ticketing Marketing
attending more things,
Relationships
enjoying new things,
more often


Epidauras, 360 BC


21st Century solutions
• Venues need to relate directly to customers
• Venues need to market and sell to people using
their own brand, image, personality and values
• “The ticket agent model is a dinosaur”
John Pleasants, CEO of Ticketmaster 2003
• Ticketmaster now supplies systems to venues
• Sales through third party agents take large sums of
money out of the marketplace, money that should be
going to the arts
• An in-house controlled solution can cost millions of
euros less, and give the benefits of audience
intelligence and effective direct marketing


The Ticketing Virtuous Circle

Suspects/Prospects
not known to us
Initiators
Ambassadors
Potentials
Frequent Attenders registered &
identified
relationship refined

Attenders
details captured,
behaviour tracked


ROGER TOMLINSON

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