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
Thanks Mike!
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!
Our ticket agents ask "Have you visited us before?" to help gauge the likelihood that they are already have a constituent record. If the guest has not been with us before, they then ask "Can I get either an email address or phone number?" We've found, for the most part, that guests will give one or the other when presented with two options. If a guest is resistant to provide contact info because they don't want to be added to an email/phone list, we opt them out via the Contact Details>Contact Permissions tab. Only rarely do we have a guest who is not willing to give any contact info at all. We turned off the ability for any of our users to sell to General Public because the ticket agents were using it for every order rather than taking the time to ask the guest for their info. We are still working on how to use Sources effectively, but we have begun to use them to track specific marketing efforts--particularly vouchers/coupons.
If someone is resistant to giving contact information, do you make a constituent record using just their name to opt them out?
Essentially. We still try and get as much meaningful info as we can-- for instance, Zip Code.
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?