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TMA Just the Ticket Make the right connections Use 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. Don’t be “faux”.

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TMA Just the Ticket Make the right connections Use customer data to run relationships


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tma just the ticket make the right connections use customer data to run relationships

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

slide3

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

slide4

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

slide5

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

slide6

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

bums on seats
“bums on seats”

rt@rogertomlinson.com

hearts and minds
“hearts and minds”

rt@rogertomlinson.com

pump the lifeblood customer data
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

slide10

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

slide13

iPod, iPhone, now iPad…

rt@rogertomlinson.com

slide14

iPad - a new platform for us?

rt@rogertomlinson.com

the social technographics ladder from groundswell by charlene li and josh bernoff
The Social Technographics Ladder(from Groundswell, by Charlene Li and Josh Bernoff)

18%

25%

12%

25%

48%

44%

changed vocabulary vernacular
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

slide17

Digitally divided society

rt@rogertomlinson.com

ace segmentation of the uk population

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%

slide19

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

slide20

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

slide21

Audience development:

more people, new people,

attending more things,

enjoying new things,

more often

Customer

Database

Relationships

Marketing

rt@rogertomlinson.com

tma just the ticket make the right connections use customer data to run relationships1

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