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
At TLCC2018, Erica Simonitis from the Met Museum presented on using collective constituent records to track geographical data as part of the General Public, But Not Anonymous session. She said they created 100k constituent records, one for each US zip code and one for each country. A record is attached to each general admission transaction. It looks like Erica is no longer with the Met. I'm curious to hear if anyone else has gone this route.
-Annie
Annie Petroff (Past Member) Liberty Science Center has been using the one Account per ZipCode route for many years.
Oh, great! We’re looking at the pros and cons of zip code collection via survey vs. collective constituent records.
I have some questions for you, if you have a moment:
Thanks in advance!
Annie
This is an interesting idea. What does this method get you that the survey functionality doesn't? General public pricing rules based on geography come to mind, but what am I not thinking of?
Pricing rules and interceptors are two benefits of using consituent records, and we use both. We also find it beneficial to have all of the location data in one place. So we don't have to look at constituent data for our known customers, like members and web purchasers, and survey data for our anonymous constituents.