Today's guest blog post is written by John Kollmer, Assistant Client Success Manager here at Patron Technology.
In recent years there has been a huge push in the business world to collect, study, and use data on our patrons. Although this was once only a concern for big box franchises and Wall Street firms, the importance and usefulness of data-awareness quickly spread to small businesses and non-profits; what was once out of reach is now quickly becoming standard practice, whether you have one employee or 100. It should go without saying (but I’ll say it anyway) that the only good data is clean data, but what exactly is “clean data” and how can you ensure that your data is good?
The answer lies in the system that your organization is using to obtain and store your data. Collecting data is easy enough to do; but once you have that data, what does your organization do with it? Take a look at your system and your staff’s procedures, and figure out what, if any, changes are needed to improve the health of your data — a solid foundation is the key to maximizing the potential later. Let’s look at some examples of how many organizations collect data on their patrons, with an eye for what is working and not working. (click to read more...)
During the past month, I’ve had the opportunity to give presentations about arts marketing, audience development, CRM, and box office ticketing in Argentina, Chile, San Francisco, and Seattle. I’ve shared the spotlight with some of the best consultants and executives in our field, from South America, Spain, the United Kingdom, and the United States; relevant links to many of them are at the bottom of this article.
Though none of us pre-screened our presentations for one another, what amazed me was that all of us validated and reinforced what the others were saying. It’s clear that there’s wide agreement about where audience development in our industry is headed and what organizations ought to focus on in order to grow. Here are a few of the more important insights.
1. CRM RULES
The move to a customer relationship management (CRM) approach to audience development and customer service has become a central point of agreement internationally. We’ve moved to a time in which the “transaction” (a ticket sale or a donation) is no longer an end in itself. Rather, the transaction now represents the beginning of a customer relationship. Using digital technology, your job is to embark on an ongoing series of two-way communications, to target and personalize your marketing efforts, and to document all your interactions to create a 360-degree view of your relationship with that patron.
Those of you who follow my blog and this newsletter know that this is the central idea in our book Breaking the Fifth Wall: Rethinking Arts Marketing in the 21st Century, so I am heartened that these ideas are truly becoming international.
2. GREAT MARKETING DECISIONS ARE DRIVEN BY DATA
“Data-driven marketing” is a phrase I’m hearing over and over. The reality is that your organization already has a lot of information about your customers. But you either may not have the ability to access it, or you haven’t yet tried. In either case, when you start to “interrogate” your data and use it to creatively slice and dice your patron database into meaningful segments that you can track and measure, marketing suddenly becomes less about guesswork and more about measurement and refinement.
When it comes to marketing tactics, I like to say that if it can’t be measured, you shouldn’t do it! For most arts organizations (click to read more...)
November 11, 2013
Last week I posted here asking you to help us be eligible for the Chase Bank Main Street Grant competition. We needed 250 votes, and thanks to you we’re over the top now and we’ll see how we do in the next round. Though it may not surprise any regular readers, you know what worked the best in getting people to respond? Email marketing. Yup, with one email we doubled our votes within a few hours!
How, here’s the next thing I’d like to ask you to vote on. (click to read more...)
Today's guest blog post is written by Lily Traub, Director of Business Development and Marketing here at Patron Technology.
In our arts industry, techniques for attracting younger audiences are a common topic of discussion—and, of course, one of the most frequently used is the discount. But what happens when young patrons “graduate” from being young enough to qualify? How do you keep these young audience members that you’ve acquired through discounting and convert them into full-price ticket buyers? With a thoughtful strategy and the ticketing and CRM system to support it, you can do this easily, I believe—but it’s not going to happen without some TLC.
The key, as is often the case, is targeting—both while those patrons are in the discount-applicable age group and when they are about to age out of it. (click to read more...)
October 16, 2013
(click to read more...)
Patron Technology recently applied for the Chase Bank “Mission Main Street” grant, and to be considered we need 250 votes on Facebook. We are committed to continuing our work with arts & non-profit organizations, and this business grant would help us further our mission. To apply, we filled out a questionnaire that answers how we plan to support the arts community, copied below. We hope you’ll check it out and then please vote for us! Or if you’d like you can simply:
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