As Arts and Culture marketing specialists, CuCo understand just how important box office ticket sales are for Arts Centres.
The importance of your online booking experience cannot be understated for ticket-selling organisations. Not only does the booking experience need to make potential visitors feel comfortable completing the transaction, it also needed to intelligently cross-sell to them and demonstrate how much you value their custom. It should also encourage people to find out more about the programme of performances and events you have to offer.
And that’s where Spektrix come in.
Spektrix are a market leader in back office and digital tracking systems for arts organisations, and are transforming the way Arts Centres and Festivals sell tickets and manage their audience relationships.
The clever people at Spektrix allow the Marketing Managers of Arts Centres to make data-driven, customer-centric decisions that ultimately generate increased online bookings, drive donations and push membership schemes! No more abandoned baskets, surprise booking fees, and missed opportunities for giving customers more of what they want.
As the official creative agency partner for a host of world-class arts organisations, we work to drive year-round participation in their programmes. Below are our top 3 rules for providing the best possible online booking experience for your customers:
#1 Be clear and transparent about additional fees
It’s very important that you are transparent with your customers about booking fees. A guaranteed way of damaging your organisations reputation before the customer has even had the chance to visit you, is by advertising a price that people can’t actually pay because of mandatory booking fees! This falls under both terrible customer service and foul of advertising standards, and is so easy to avoid!
#2 Keep your customers with YOU
Have you ever started to book tickets on a venue’s website, and ended the transaction on a cold grey ticketing system? Not only does this make customers feel uneasy about giving out their card details, but it severs their relationship to the venues they are buying the ticket for. By integrating Spektrix into your venue’s website, we can help you to keep the whole journey on your own website so that you can maintain your brand identity and tone of voice the whole way through the process.
#3 Consider your other online platforms
Always keep in mind any opportunities on your other online platforms, such as social media, to link a customer’s purchase experience – perhaps this could be adding a Facebook share button so that they can tell their friends what they have just booked? If you consider ticketing in terms of your wider digital approach, you’re likely to spot opportunities to better integrate ticketing into your digital marketing!