The impact of COVID-19 on our industry has been extraordinary and unexpected with arts organizations facing event cancellations and postponements in an effort to respect social distancing and quell transmission concerns. Having a firm grasp on how you communicate these changes will help soothe the anxiety of your patrons and could even become an opportunity to strengthen the relationship with your audiences and communities.Read the Article
By Jacob Trussell, Marketing Coordinator
Let me know if you’ve heard this one before: your favorite band is playing a concert near you, and as a thank you for listening to their music on a streaming service like Spotify, you’ve been given a link or a code to buy tickets to their show before they go on sale! How cool, right? You feel like you are part of the in-crowd, and it even made you hit play on a record or two to celebrate snagging tickets!
That unique feeling is because of Special Access Codes. They are sometimes called member codes or pre-sale codes, but they all work to provide the same thing: an exceptional experience for your audience.
Today’s guest blog post is written by Jess Hutchinson, Client Administrator, Patron Technology.
The data we gather about our patrons is powerful. It allows us to segment, target, retain, even regain an audience, which for arts organizations, is more than business critical – it’s the whole reason we do what we do. If a great show happens in our theatre, but no one is there to see it, does it make an impact? So that begs the question: is our data even more powerful than we’ve given it credit for?
I used to think that collecting and utilizing patron data was something that happened separately from my art. But the more deeply I’ve come to understand how good, well-organized data can paint a remarkably full picture of each patron I encounter, I’ve found it’s quite the opposite. I’ve started to see the siloing of data as a missed opportunity to truly connect with our patrons and extend the efficacy of the art we are passionately driven to create.
So what if we rethought every potential communication with our patrons as a chance to not just sell tickets, but to increase the reach of our art? Read the Article