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The Ballet Industry Online

The Ballet Industry Online

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The Ballet Industry Online

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  1. The Ballet Industry Online By Neza Azali Tom Chang Yuan Chen Ljubomir Cvetkovic

  2. Major Players within ballet industry

  3. Basics • Customers go online to find information • Schedule of performances • Dancers information • Educational information (classes) • Information about seating • Customers go online to buy • Ticket purchasing • Merchandise (souvenirs, CD’s, T-shirts, etc.)

  4. Basics • Customers go online to become members • Sites usually have a guest book • Customers go online to donate • Different levels of donation • To find out how the donated money is used • To find out how to become volunteers

  5. Who Are The Customers • Performance goers • High, or high middle class • Professionals (35 and above) • College students • Online users • People who are looking for general information • Donors (mostly performance goers) • Members

  6. Current Strategies To Attract Customers • Membership benefits • Priority seating • Opportunity to go behind the stage after the performance • Watching the rehearsal • Meeting the dancers • Ticket giveaway • Offering free tickets in exchange for personal information (Boston ballet) • Discounts to students (NYC Ballet)

  7. How They Lock The Customers • Keeping the customers informed • Emailing the customer once they have their personal information • Sending them a newsletter • Educating people about the organization • Giving a back stage tour • Opportunity to interact with performers • School outreach programs

  8. How They Add Value • Value added from website • Online Merchandising • Online ticket purchasing • Seating charts • Schedule • Educational programs offered

  9. Current Problems • Artistically beautiful sites with bad user interfaces Links done With list boxes

  10. Current Problems • Horribly designed forms with too much information and small buttons

  11. Strategy Recommendation • Web site needs to be designed for easy use and navigation • Currently, organizations are doing well with ticket sales • Strategy will be needed in the following areas • Donations (because ticket sales only covers 50% of costs) • Increasing membership (same reason as above) • Increasing traffic to site (to increase interest)

  12. Strategy Recommendation(Increase donations) • Allow customization software at the website to develop one to one relationships with donors and potential donors • Important because increased interactions typically tends to increase donation amount • New and innovative solutions such as New York City Ballet’s initiative in converting beneficiary of life insurance and retirement assets to NYC Ballet

  13. Strategy Recommendation(Increase membership) • Chat rooms at website to bring ballet enthusiasts together • Affinity programs such as credit cards where spending will benefit both member and the organization (ie frequent flyer miles) • Customization software to provide targeted information about ballet, performances, dancers, and shows • Online Auctions of costumes or other props that are no longer needed

  14. Strategy Recommendation(Increase site traffic) • Video clips of performances • Live interview of performers • Interlinking with other ballet sites • Using meta tags to allow higher hit rate from search engines • Educational text about history, performances, and composer of ballets