Your events are live—and so is your data. Armed with the right stats, you can make informed decisions and positively impact your business. In this session, you'll learn how to use real-time data to optimize the audience experience, increase operational efficiency and make proactive decisions. Join us as Vendini's Business Process Manager Katie Nix delivers a rundown of the essential metrics you can access to sell out every show, provide a hassle-free experience for patrons and keep key stakeholders up to date. Katie is a veteran in the live event space, as well as being a data maven. If you’re ready to start making your data work for you, she’s got tools and experience to help you do it. In this webinar, you'll learn: How to access data that helps facilitate quick decision making How organizations have increased revenue and saved time using real-time data Quick reporting strategies that you can implement right away

1. Using Live Data to
Stay Out of the Woods
KATIE NIX | DECEMBER 2016

2. 2
 5+ years box office and front of
house experience
 Founding board member of
small opera company
 Opera singer & stage director KATIE NIX
Business Process
Manager at Vendini
Who Am I?

3. 3
Benefits of Cloud-Based Solutions
Sales data and patron
history is automatically
stored on the cloud, so
your information is kept up-
to-date
ALWAYS LIVE
Mobile apps let you sell
tickets, access your patron
database, and see sales stats
on-the-go.
AVAILABLE ANYWHERE
Whether you have a few
volunteers or a big board of
directors, keep everyone
on the same page with live
sales stats & reports
SCALABLE

4. SESSION TOPICS
ONE: POST-MORTEMS
TWO: PRICING
THREE: PATRON LOYALTY
FOUR: OPERATIONS

5. CHAPTER ONE | POST-
MORTEMS

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Problem 1:
 It’s too late to save the patient!
– Insights can’t be implemented until next
event or next season
 Time is wasted on ineffective
strategies

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How Can Live Data Help?
 Understand your marketing results
– Survey results: “How did you hear about us?”
– Email Marketing reports – which campaigns
are most successfully resulting in sales?
– Conversion tracking
 Use this data to understand
what’s working
– Turn those insights into actions

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 Your stakeholders are out of the loop
– Executives or Board of Directors don’t
have a clear real-time picture of operations,
revenue, fundraising
Problem 2:

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Keep Your Execs in the Loop
(AND OUT OF YOUR HAIR)
 Mobile Sales Apps show a live
snapshot of event sales and
inventory and
 Automatic e-mail notifications

10. CHAPTER TWO | PRICING

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 Seats sell out too quickly
 Leaves money on the table
 Undervalues your events
 Doesn’t cover cost.
Requires a budget heavily
reliant on donations
 Might impact image
and programming of
organization
 Can’t fill seats
 Only attract the most affluent
audience
 Hard for an entire family
to attend
 May impact likelihood
of donations
The Problem with Pricing…
Overpriced Underpriced

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The Perfect Price Mix!
 Balance maximum ticket sales
with maximum revenue
 Attract a diverse audience
 Allows for agility
 Includes promos

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Dynamic
Pricing –
What is it?
 Mix of price points
– By seating area
– By performance date or day of the week
 Prices or availability may change
based on demand
– Increase prices for high-demand show
– Limit discount options for high-demand
performances

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1
Prepare
ONE
2
Analyze &
Monitor
TWO
3
Execute
THREE
Your Dynamic Pricing Strategy
DYNAMIC
PRICING

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Step One: Prepare
 Venue configuration
– Subdivide your seating sections
 Marketing
– Don’t back yourself into a corner
– Advertise a price range, rather
than a fixed ticket price
 Targets
– Set based on previous events
– Get buy-in from key stakeholders

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Step Two:
Analyze and Monitor
 Choose a report
– E.g. Box Office Settlement
 Monitor sales of different
sections & prices
 Compare to targets
on a regular basis

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Step Three: Execute
 Variable pricing
 Adjust on-the-fly
if you can
 Don’t forget
to keep marketing

18. Fill Seats +
Maximize Revenue
 Kid Rock concert tour
– Base price $20
– 1,000 tickets “scalped” online
for price set using dynamic
pricing
– Balanced audience of fans
willing to pay a premium
and those looking for an
affordable night out

19. CHAPTER THREE |PATRON
LOYALTY

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The Problem:
 First-time patrons aren’t
returning
 Patrons are stuck in a rut
– Example: Nutcracker fans buy tickets
every year, but never come to any
other performances
 Regular ticket buyers
aren’t becoming donors
or subscribers

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Use Data to Engage
 Patron Reports
 Filter based on
purchase history,
donation history, etc.

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 … are first-time buyers
 … bought at least 2
events but aren’t
subscribers
 … gave small donations
in past
 … came a few times last
year but haven’t bought
tickets yet this year
 … purchased as a large
group in the past
 … other examples?
Find Your Patrons Who…

23. Insights Into Action!
 Targeted marketing
 Special discounts
 Deeper engagement

24. CHAPTER FOUR |
OPERATIONS

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The Problem:  Long lines
 Special Guests and VIPs
lost in the crowd

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Use Online Sales
and Scan Data
 Determine staff and
volunteer needs.
 Mobile Patron Apps
 VIP SMS alerts

27. RECAP
ONE: POST-MORTEMS
TWO: PRICING
THREE: PATRON LOYALTY
FOUR: OPERATIONS

28. THANKS!
KATIE NIX
BUSINESS PROCES MANAGER
CATHERINE.NIX@VENDINI.COM