Upselling

Hi Siobhan

Thanks for that, and I’ve had a look at your website (we’ve all been checking it out here!).  With the volume of events that you have on, how do you manage to do that?  Is it, for instance, something that is decided on at a weekly meeting?  On an ad hoc basis?  Do you the marketing team decide what counts as a similar event and just email box office to add those in when they do the performance set ups?  Sorry for huge number of questions – perhaps you could pass them on to Dawn or Paula if it needs specific marketing input.  We’re overwhelmed with the idea of having to decide on similar events for so many concerts and the time and administration involved in making the decisions, communicating the decisions effectively and setting that all up!

See you in Texas?

Thanks.

Emily

Hi Emily

We don't have any defined upselling techniques in the box office, however we have started listing "Similar events" on our new website. These are decided by Marketing and are entered onto custom fields in the Content tab in Performance Setup that the website then uses to pull information through from.

You can see an example here:

https://www.bridgewater-hall.co.uk/performance/14241.aspx

Hope that helps

Siobhan

We are trying to formalise our upselling procedures to get a smooth system in place: I'd be very interested to hear from other organisations - particularly ones similar us who have gazillions of one-nighter shows - who feel they have a good system in place for upselling both by phone and online.  Things we're particularly interested to find out is who identifies/chooses shows to upsell and how (programming/marketing?); how are these identified (e.g. in Artifax/Tessitura/other) to box office operators and other teams; and is there a way of physically linking shows together when an order is being taken (e.g. if someone is booking for Emmylou Harris in May, Lucinda Williams in August pops up as an 'upselling opportunity' to box office staff)?

Many thanks in advance.

Emily Till

Head of Marketing

The Sage Gateshead, UK

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