Hi everyone,
I'm curious to hear how you approach source codes for ticket orders in your organisation?
Do you have a set of general source codes for your customers to select from when checking out online, and does your Box Office team use the same set of source codes? Or does your Box Office team prioritise selecting promoted sources – and if so, how do you tie this in with your web orders? Do you do any reporting on source codes at all?
Cheers!
Hi Anne,
When I worked at my previous organization in ticketing, we had the ticket office how they heard about from that event (Word of mouth, email, poster, etc.) and had a list pasted at every workstation with a list of our most commonly used sources and well as their respective source number. For those who said they received an email, our ticketing staff would select a promoted source. For web orders, I believe all orders used our web source, unless a promo was used.
We do exactly the same thing. For web orders we have a generic/default web source, but all emails either have a promotion source or a promo code source so if the email is clicked through the purchase that source will be applied. It's not something the patron chooses though, just happens automatically. And same for the box office, they have a cheat sheet of common source codes/current promo offers out that they will apply to the orders.
Thanks Autumn and Sara for sharing!
We did have generic sources for the Box Office to choose from, and a checkout survey on our TNEW site. However, we found the data to be really inconsistent across orders – patrons sometimes skip the checkout survey when booking online, Box Office staff would forget to ask, etc. And our list of outside sources just became a bit unruly and confusing. Embedded sources on emails would have been a great idea for us... except we link to our marketing site and not to TNEW!
We decided to move all our marketing tracking to Google Analytics, and just use source codes for:1. Promo Codes / Offers2. Detailed channel tracking (e.g. a particular booking form)
As our Box Office also frequently process donations, we're currently working with our Development team on consolidating the list of sources and documenting when each source should be used.