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
For non-member walk-up guests, we ask for zip code and "have you visited before?" via the survey questions at the end of the transaction.
For online ticket purchases of non-members, we send a surveymonkey email after their visit that asks more marketing-related questions about both satisfaction and how they heard of the museum.
We have some execs that want to collect as many emails as possible, but another faction wants to gather only genuine, qualified email addresses for those who really care, which I agree is more valuable- quality emails vs. quantity. We have experimented with ways to gather emails outside of Tessitura and then bounce back an email that encourages them to sign-up for emails (in Tessitura) using four or five Interests that the guest can select, so that we can segment our visitation and target back tailored emails based on those selected Interests.
Thanks Mark!