A case study of the groundbreaking digital arts marketing approaches instigated by Lucy Conlan at the Barbican with the aim of boosting online ticket sales and membership.
45. Has customer experience improved? 45% increase in positive comments 14% decrease in complaints
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Editor's Notes
Good afternoon everyone. I appreciate that ’m the last speaker & replacement speaker at that. However, I will aim to keep this presentation as snappy as possible as I realise that the close of conference drinks are on the horizon The title of my talk hints not at a beleaguered personal life but at my dilemma. At the Barbican– we have aimed to keep our communications integrated; it is hard to talk about the on without the off . It makes for a complicated life but is never dull.
Segmentation Members and other segments valuable Demonstrated the worth of using RFV F is the most important Marked differences with the segments Results now are very predictable Poor performers being further refined
We directly track the revenue generated from our e-shots Track customer behaviour from the moment of receipt – who opens, when, what do they do, where do they go, what do they book Subject lines important The first few lines Copy Imagery Engagement Call to action E-flyers allow you to be more personal and make the customer think they are special or receiving something no one else has
THIS SCHEME IS ABOUT RETENTION What did we do? In September 2005 a New Audience Strategy was established The scheme ensures that those new to the Barbican are welcomed and informed about the breadth of the artistic programme and other features of the centre Further communications are designed to reflect their artistic preferences, but occasionally also encourage them to book for other kinds of events RINGFENCED COMMUNICATIONS – highly disciplined use of data. Clear sequence of future communications No Panic Mailings!!! Planned Sequence of eshots and mailings Communicate breadth of Barbican offer Give them a chance to tell us more about what they like We do not make assumptions about them based on 1 ticket purchase
Sense of importance You are being told first Privilege!
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