I recently met with a longtime OvationTix partner who wanted a summary of some of the top-level marketing features in OvationTix. I thought back to my time as a marketing director for a large non-profit theater and asked the question: well, what would I use? So here are some features I like… but this just sails across the surface; feel free to take a deeper dive with client services or call your account executive for more information.
Marketing Knowledge (Reports)
The Patron Report (found in the main Reports menu) is a powerful and intuitive flow chart tool to mine your database for new sales leads. Looking for a list of addresses that saw event A but not event B, haven’t attended in the last six months and live within a certain zip code radius? This is where you find the resource for these key segmented campaigns. This works just as well for development/fundraising appeals too!
The Transaction Details tab (located in the My Reports function also in the main Reports menu) can help you track sales pace. Set the criteria within My Reports and then navigate over to this Transaction Details tab to download a detailed view of each transaction date and what number (and dollar amount) of tickets were sold on that date. If you’re planning a staff or board presentation, you may want to take it a step further by downloading the report into Microsoft Excel or other spreadsheet program to sort and graph the information.
I also recommend playing with the filter criteria in the My Reports function. As you dig further into a specific series, you can look at how specific performances are filling and make prudent price adjustments either by dynamically pricing up or discounting down. Comparing the sales pace from multiple series can be particularly useful and prompt immediate action. If for example, your current series is selling at twice the rate of a “similar” event, you may want to increase prices or decrease a discount allocation.
That brings up the next section… what do I do with all this reported data? I’m a big believer in only running reports that would prompt consideration of specific action. Here are some native OvationTix resources to help you take action.
The email integration of OvationTix with a couple of popular email service providers is an excellent time-saving tool. So instead of running the Patron Report, downloading it, then uploading it and managing each list separately, you can simply “push” the names from that report into MailChimp or Constant Contact. Both of those solutions can also show you open, click-through and bounce rates and will recognize prior unsubscribe requests (more numbers… yay)! Don’t forget to follow-up with bounces; this is a place where patrons who once engaged with you may be at risk of “disengaging” so don’t feel shy about following up as to why.
While on the topic of email, the pre-show and post-show emails are extraordinarily valuable communications to send to your customers when engagement is hot. These emails typically have much higher open rates than newsletter or promotional emails and are excellent opportunities to sell future events, offer donations, display advertising or gift acknowledgement from your partners. And of course you could further engage patrons with content related to the event they are soon to experience or that just took their breath away. Don’t forget you can link to a video, surveys and social pages out of these emails which you can create to match your company’s branding.
The Communications tool (located, appropriately enough, under the Tools menu) allows you to upload recognition of a particular communication to an individual or large group of accounts. This in itself is not particularly useful, but you can report on it! So this allows you to track, for example, who received a recent mailing and emailing but has not yet bought tickets to the events promoted in that mailing.
Checkout Questions are another useful tool that not only gather information from patrons, but also can plant the seed for future sales. For example, asking the customer if they know you are a not-for-profit company lays the groundwork for a future donation ask. Or asking if they’re interested in a subscription not only allows you to count what number of single ticket buyers are interested, but also informs the buyer that indeed you do sell them.
If it has been a while, take a look at recent enhancements to Fixed Plus packages. If your company currently does not sell anything that looks like a subscription or membership, you may want to consider packaging something for your more dedicated patrons to purchase (and renew)!
There are “deeper” administrative tools that can make your marketing more effective. Some of these require communication with Client Services and others are more immediately accessible at at each series you create. Client Services can drop a pixel to launch and optimize any digital advertising campaigns you have running. You can also dynamically price tickets and create promotional codes. Deep links (found in each Series upon its completion) allow marketers to link over to OvationTix whenever best for their patrons’ user experience. Some OvationTix partners refer web users from their company’s site to OvationTix relatively early in sales funnel and others link directly to a specific performance seating chart; it’s up to you! If your company’s website programming and CMS is a bit more sophisticated, please contact me directly and we can discuss ways to automate and optimize this “handshake” with OvationTix through an API.
While it doesn’t significantly affect your configuration within OvationTix, the recent Mobile Box Office launch means you may be able to reconfigure the physical space in your theater.
And there is lots more to come! Keep checking future OvationTix newsletters for added marketing enhancements.