Does your org ask for email addresses from walk-up ticket purchasers at the front gate or box office?
Do you ask "how did you hear about us?" or "what prompted your visit today?" (or similar) and use source codes to track general marketing efforts? (not asking about direct marketing efforts with discounts or promo codes, but rather general brand advertising or press for guests buying at full price?)
If your org does either of these--or have tried in the past, but didn't find it successful--we'd love to hear your advice! Tips for collecting useful data without annoying the customer too much or slowing down the transaction time too much.
thanks!
Tiffany Zarem
Marketing Director
California Academy of Sciences
We do ask for their zipcode (or country) as part of a mandatory survey question at the end of the transaction. For tracking our general marketing efforts - for ticketing, we have our discounts set up as individual price types (i.e., $2 off, $4 off) and then the reason for the discount is the price type reason code. Marketing can pull reports on this from TStats. For membership, the discounts and promotions (or even just a new membership drive with no attached discount) are all set up as source codes for reporting.
Thank you!