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 don't ask for email addresses for walk up ticket purchases as we found a fair bit of guest resistance to it.
Interesting. Can you elaborate on what you mean by guest resistance? See my reply to Mike above, we consider 1 out of 10 people saying yes a success!