Move on Up. How Test Drive and TelePrompt develop audiences

Transcription

1 Move Up How Test Drive TelePrompt develop udiences We ll wnt ttrct new udiences we ll wnt our current udiences ttend more ten. Test-Drive TelePrompt re two schemes tht do just tht. They re not ly fdble, y re ctully prble. They re not ly prcticl, y re proven be successful, result severl yers development refement. Imge r udience re gt ldder. At p ldder re r Members or Friends. below m re subscribers below m, turn, re regulr ttenders, irregulr ttenders, lpsed ttenders so down n-ttenders beneth botm rung. Audience Development is b gettg ll se furr this ldder, whtever ir strtg pot. Test Drive does this by persudg potentil ttenders first rung ldder. TelePrompt does by ctivtg frequent ttenders, turng m regulrs. Both schemes work by not ly providg il push needed move ldder, but sportg m so y sty re move. And schemes relly work. We hve wnessed, first h, remrkble results t Hllé Orchestr, Buxn Oper House Royl Liverpool Philhrmic. We ve sce helped 40 or tres, museums rt glleries implement schemes. Why not try m rself? Andrew McIntyre MORRIS HARGREAVES McINTYRE Helen Dunnett ROYAL LIVERPOOL PHILHARMONIC

2 VHF Attenders MEMBERSHIP THE LADDER OF FREQUENCY & ENGAGEMENT Frequent Attenders Regulr Attenders Infrequent Attenders SUBSCRIPTION CRM TELEPROMPT TEST DRIVE N-Attenders

3 < Membership: A Sense Belgg Mny orgnistis hve well-developed membership or friends schemes. Well-documented elsewhere, y hold t p ldder. < Subscripti: Formg Hbs Although re is trend subscripti schemes be more flexible respsive, y still hve bily m sust hbul high levels frequency. Ag se re well-documented. < Cusmer Reltiship Mngement: Retenti, Frequency, Crossover We spent b 6 yers developg Test Drive TelePrompt. We ve ttrcted thouss new ttenders turned m regulr ttenders. But between re subscripti ll re seemed be rts mrketg ol k ws milg, milg more milg. So we ve spent pst 2 yers developg Cusmer Reltiship Mngement pproch ret ttenders, crese ir frequency encourge m try new thgs. Usg cuttg edge dt fusi techniques overly behviourl dt from box fice dt wh socio-demogrphics, geodemogrphics ttudl psychogrphics we cn undertke powerful, segmented mrketg. < TelePrompt: Activtg Infrequent Attenders Reserch wh 40 AMA members found tht 95% rts prt red by trget udience fils persude m book. Our prt works well those t p ldder, but s move down ldder, s effectiveness drops lmost zero. We devised TelePrompt do job tht prt doesn t. TelePrompt is free telephe mti service, tilored needs Cutious Gmblers givg m cfidence ttend more regulrly. Simple set- operte, scheme quickly breks even. At Buxn Oper House, every 1 vested produced 3 ddil come t box fice. < Test-Drive: Persudg First Timers There re 6 milli empty sets every yer UK. Tht s 80 milli lost revenue. Art glleries museums st lmost empty much week. We devised Test Drive use this spre cpcy s vluble resource enble n-ttenders try rts free. Permnces re fered free, exhibis wh dded vlue. This is not mere ltruism. Typiclly, 30-35% se first-timers re reted s regulr ttenders. Where ticket come is volved, most schemes produce pr wh 12 mths. We ve tken 40,000 through Test Drive so fr. Tht s 13,000 new, regulr, full-price ttenders. And 15,000 ors who re more likely ttend frequently. It works.

4 Test Drive Persudg First Timers Empty sets re precious resource. There re 6 milli empty tre sets ech yer. If sold, y would be worth 80 milli, unsold y re worth nothg. There re mny more thn 6 milli potentil ttenders. We hve not mnged persude m tht ttendg will meet ir needs. Wht could be more persusive thn ctully ttendg permnce? Givg se Cutious Gmblers free tickets our empty sets costs ltle from mrketg budget nothg t box fice. But this is not pperg, s strtegic. The free Test Drive is followed by rpidly decresg discounts rpidly cresg commment. Typiclly... > 30-35% return py full price. > Over 40,000 hve been through Test-Drive. > Over 13,000 hve been reted. > Mny more sy y my return future. > Most schemes mke pr wh yer. Tkg Test Drive Furr Test Drive ws illy developed ttrct most likely potentil ttenders rts. However cn hve or pplictis... > Socil Exclusi: At Buxn Oper House scheme hs been successfully tilored ttrct socilly-excluded rurl udiences ( will tke three yers mke pr). > Lpsed: Elsewhere s been used re-ttrct lpsed ttenders (mkg pr ly three mths).

5 bjective O t D o D right Get lientes fer tickets free Brodcst freeloders. ttrct ttenders current phe by ttenders potentil Screen terest. genue qulificti estblish current scheme explg Csider help. ir sk ttenders welcome m feel Mke re. where ttenders new detils give mp, send directis, full prkg. rrnge prkg, trnsport re underst y etiquette. timgs, eveng, mt Expl remember clp); when (even tervls tervl clokroom like thgs bsic drks. mselves. fend m Leve stff welcome hve or desk welcome Set /or drk Complimentry foyer. progrmme.? importnt m feel ke M. occsi sense Devlue vluble wh guests VIP like m feel Mke tickets. m Ressure y - door pick ticket Arrnge come w t persl wh dvnce tickets Send letter. welcome etc. crs wrer, ply, y Ab fcts wrten specilly m Send gog y re wht y so sheet Show get. ply right Choose regulrs even show tickets Offer ttend w t if even shows level entry ccessible Choose sets spre few got ly ve mens this sets right hoose C. gods m S sets vilble best m house. promptly ollow F. enthusism wne il s et L. fer new letter wh Follow leds best dentify I k wor doesn t everye ret Try commment dem tht fers Mke or 6 mths 2 shows 2 e.g. show. next f 3 ly fncil resble from defes sort will fers These mybes. chnce 2nd mens fer first tke filure terest no didn t who those fer 2nd Mke time. first respd losses r cut hen T. chnce 3rd fish more plenty mey r Spend potentil. more hve tht se feedbck Get rected how experience. feedbck some send, few Rg lern. listen ms, vlute E. sp just or gog keep trck, dt fice box feedbck Use REFINE! n impct evlute mesure vible Mke sold hve could m sets is ttenders current wy turng development udience oppose suicide. fncil sets number ly side Set ech t sets 10 free. be will yer. 1,500 be could permnce mngeble Mke n wh chew cn thn more f Be scheme. mbious over is Test-Drive cn. if grow smll Strt or 10 wh mey mkes scleble properly dmistrte A. h get lists Let dtbse box fice respdents Code efficiently. leds mnge

6 TelePrompt Activtg Infrequent Attenders Typiclly, hlf ttenders dtbse ly ttend ce yer. Reserch shows tht y generlly get brochure milgs but tht se d t persude m book. They tend ly book mjor shows or es y lredy y ll like. TelePrompt is free mti service ctivte frequent ttenders. Ptrs re telephed periodiclly given menu shows b which y cn order more mti. The mti sent is wrten be more persusive. TelePrompt uses delibertely st sell pproch designed build trustg reltiship. Typiclly... > 70% ptrs jo scheme. > Cllg m cn double prticipti rtes. > Attendnce keeps risg respse clls 3 yers. > For every 1 vested, ptrs hve spent 3 t box fice. Tkg Teleprompt Furr The origl Teleprompt progrmme, run by Helen Dunnet t Buxn Oper House, ccentrted deliverg just mti requested. However progrmme could be developed furr... > Added Vlue: Exclusive open dys, bckstge urs or pre-permnce tlks strengn lks. > Introduce Friend: Provide centives prticipnts troduce new. > E-Prompt: Cvert sesed Teleprompt ptrs cost-effective e-mil. > Crossover: Encourge entry-level ttendnces t or types productis wh centives. > Frequency Pckges: Multi-buy fers crese frequency.

7 bjective O t D o D right et G. wy miles 50 live who ll C. re ctchment Cll legl eep K. csent med wh Dive if cll Q1 s csent telephe Ask. hve lredy d t scheme Expl jo wnt will worry might y unusul is scheme ctch. re s ir llys tht script ressurg cler, Use posive. very n re fers rpport persl Build prefrom redg voice nymous n Be script. prted s sure mke rself Introduce round. time next ptr this clls tht preferences ir Record every everythg b everye tell time. tilor terested y re wht Fd terests. ir fo feedbck Solic from wy e fo trnsm m. get questis, sk dilogue, Encourge Record suggestis. comments feedbck, complts. ct sy y wht cll next rrnge A. blue g ll C. m g cll ll when Agree quickly fo Disptch milg. btch enough re s until W. dy next clss 1st fo requested Send sell st Keep ny went y wher Check lst. m b ld shows Ask records. fice box Check sent. fo feedbck terest ctug firm ir C. cllg keep be wnt still y cfirm tht Posively scheme. prt terests ir Develop y thgs m b tell just Alwys like. lredy tht shows recommend Suggest like. might y thk scheme! f ove M. m ever Cll e- by fo e-prompt 50%+ move Aim own OK be might ors Suggest mil. feet. two reltiships deepen Try clls occsil reltiship Lim shows. sgle b members ve cller, from letters Sign events, specil dys open scheme time first crds loylty move subscriptis. scientificlly vlute E. clled those bookgs mir ptrs similr gro ctrol Estblish by cused lift mesure TelePrompt. qultively vlute E. sttistics by judge re y cll who from stff feedbck Get lern cn udience listeng debriefs. from se lot

8 Get r udiences movg... Enough pilot schemes, time cti! Over lst few yers, millis hve been spent udience development pilot schemes. Both Test Drive TelePrompt hve benefted from this fundg. Both hve produced sound prciples, cler guideles proven success. The whole pot fundg pilot schemes is tht successful es get widely dopted. These two schemes re very successful. Would like dopt m? Test Drive TelePrompt could be undertken by ny venue y work every rtm. Becuse se schemes deliver udiences extr come short-term, re is no need grnt fundg. They cn should be built norml revenue budgets become prt prcel everydy rts mrketg. We cn help if re thkg strtg Test Drive or TelePrompt. > If would like quick cht fd b how Test Drive TelePrompt hve worked venue n ctct Helen Dunnett: Tel: Fx: E: helen.dunnett@liverpool.phil.com Post: RLP Philhrmic Hll Hope St Liverpool L1 9BP > If would like help dvice ctully settg schemes, n ctct Andrew McIntyre who cn fer nythg from dy s csultncy help run schemes -house, full-service, dedicted tem fd, screen deliver Test Drive ttenders telemrketg tem run TelePrompt. Tel: Fx: E: rew.mctyre@lterlthkers.com Post: MORRIS HARGREAVES McINTYRE 50 Coppers St Mnchester M4 1HS Both Helen Andrew cn lso tell b Cusmer Reltiship Mngement progrmme referred Pge 3.