Make the Right Connections with Customer Data

2. TMA Just the TicketMake the right connectionsUse customer data to run relationships Roger Tomlinson e: rt@rogertomlinson.com m: +44 7973 397136 www.baker-richards.com www.brandinyourhand.ning.com www.twitter.com/brandinyourhand

3. Don’t be “faux” • Don Pepper, guru of customer relationship management and marketing, says: • ‘Don’t be “faux”: • Not using what you know about your customers in your communications and contacts with them. • Who knows, and remembers, what their relationship is with your organisation? • Of course, the customer knows rt@rogertomlinson.com

4. The next visit is the important one • When we are selling the customer the ticket for this visit, their next visit is the important one. • You’ve closed the sale for this visit: • What do you know about them to help them to come back and enjoy themselves even more? • Can you recommend something now? • On-line and off-line you can sow the seeds of interest in coming back soon • You can start to build a relationship with them rt@rogertomlinson.com

5. Relationships aren’t accidental • What relationships do we want with our attenders? • Or better: • What relationships do the public want with us? • To make connections, we need to develop a strategy to form relationships with people, and bring them back rt@rogertomlinson.com

6. Real people • Use your intelligence on customers to be intelligent with customers: • “customers are real people, individuals, with specific needs, in the search for authenticity” • Jane Donald, Glasgow Concert Halls www.glasgowconcerthalls.com rt@rogertomlinson.com

7. “bums on seats” rt@rogertomlinson.com

8. “hearts and minds” rt@rogertomlinson.com

9. Pump the lifeblood: customer data Social networks, twitter, etc. Mobiles & apps Portals, web sites, on-line sales Media and public relations Fund-raising & Donations Sponsorships & corporate giving Box Office Transactions, Mailing lists Memberships & loyalty schemes Education & Outreach rt@rogertomlinson.com

10. Ensure the lifeblood • Capture and record data from customers in every transaction, through ALL the channels, beyond the Box Office, at every “touch-point”: • Any dialogue on the phone • Over the counter • Use registration and log-in on web-sites • Monitor social media and inter-actions • Offer self selecting profiles and preferences • Track behaviour on websites including click- throughs • Record responses to campaigns • Score customers from your knowledge • Get customer’s permission to use their data • So you can use your intelligence to be intelligent with the customers rt@rogertomlinson.com

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13. iPod, iPhone, now iPad… rt@rogertomlinson.com

14. iPad - a new platform for us? rt@rogertomlinson.com

15. The Social Technographics Ladder(from Groundswell, by Charlene Li and Josh Bernoff) 18% 25% 12% 25% 48% 44%

16. Changed vocabulary & vernacular • From analysis of MySpace user content: • NOT standard formal written English97% • Typographic slang or abbreviations (omg, lol, hugz) 41% • Non-standard capitalisation 75% • Pictograms 16% • Non-standard punctuation 81% • Slang, including dialect, swearing, idiomatic sayings 51% • Non standard spelling (other than above) 33% • Interjections (haha, muaahh, huh - not ‘oh’) 13% • Other non standard English grammar 56% • Source: Department of Statistical Cybernetics, University of Wolverhampton, UK rt@rogertomlinson.com

17. Digitally divided society rt@rogertomlinson.com

18. Highly engaged 9% Some engagement 69% Not currently engaged 22% ACE Segmentation of the UK population Urban arts eclectic 5% Traditional culture vultures 4% Fun, fashion and friends 18% Bedroom DJs 3% Mature explorers 11% participate only Mid-life hobbyists 4% attend & may also participate Dinner and a show 20% Retired arts and crafts 3% Family & community focused 11% Time-poor dreamers 7% Older and home-bound 6% A quiet pint with the match 8% Limited means, nothing fancy 2%

19. Understand customer behaviour • Segment customers by: • what did people attend? • frequency of attendance - different loyalties • character of events seen - different motivations • socio-economic profiling - different lifestyles • make-up of attender groupings - different needs: • Solos • Couples • Families • Groups • type of booker: students, pensioners, unemployed • age & cohort - year & decade of birth key dividers • web browsing activity on your website rt@rogertomlinson.com

20. Understand relationships • Identify first time attenders - what next? • Test drivers? • Persuaded customers, first purchase? • New customers, not known to us? • Returners: • build frequency of attendance - return again • find potential subscribers/frequent flyers • make ‘Friends’, create a “walled garden” • sell membership or offer ‘loyalty’ schemes • More frequent attenders • Cross-fertilise audiences, extend appreciation • Incentivise exploration & returning to specific events • Help “Initiators” - and women rt@rogertomlinson.com

21. Audience development: more people, new people, attending more things, enjoying new things, more often Customer Database Relationships Marketing rt@rogertomlinson.com

22. TMA Just the TicketMake the right connectionsUse customer data to run relationships Roger Tomlinson e: rt@rogertomlinson.com m: +44 7973 397136 www.baker-richards.com www.brandinyourhand.ning.com www.twitter.com/brandinyourhand