The Future of Ticketing: Solutions for Museums of All Sizes May 21, 2014
Lord Cultural Resources Creating Cultural Capital
STRATEGIC QUESTIONS Should museums have queues? How could a strategic approach to ticketing improve your museum? What does it mean to have a great ticketing system in 2014? What s on the horizon?
Relevant Findings: Culture Track* Oldest and youngest participate the most The younger you are, the more culture is about escaping stress 71% cite ease of getting tickets as a motivator for participation 95% of visual arts audiences planning in advance Mobile ownership: smartphones (66%), tablets (64%), ipod (63%) *Source: www.laplacacohen.com/culturetrack
OPPORTUNITIES Operating customer service Brand Targeted marketing - loyalty Analytics reporting, performance Financial staff efficiencies, earned/ contributed revenue
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AUDIENCE POLL
Ticketing 2.0 Steve Brown Chief Operating Officer accesso
The way venues tend to think about ticketing 70 25 5
How we think about ticketing 50 40 10
OnSite Trends AFTER BEFORE
OnSite Trends
Mobile Fun Facts 26 hours to report a lost wallet versus 68 minutes to report a lost phone. 6.8 billion people on the planet. 5.1 billion own a phone, but only 4.2 billion own a toothbrush 91% of Americans have their mobile device within reach 24/7
OnLine Trends Mobile Ticket Sales as a Percentage of Online Sales 15% 2-3% 3-5% 2012 2013 2014
Define Mobile Ticketing THIS NOT THIS
Results of a revised strategy -6% +73% +100% +54% +93% +20%
Why is this all important? Service - It s what guests expect Revenue easier route to purchases leads to lower abandonment Operational Efficiency better control for date/time dependent venues
Mobile Ticketing Planning
Designed by diller scofidio + renfro
Location, Location, Location
Site Development
Site Development: Cross Walk
Site Development: Plaza
Lobby Looking South
Main Gallery on the 3 rd Floor
Current Construction
A bit unique
Free
Desired Lobby Flow Queue?
Mobile Visitor Services
Ticket Checkers
Timed Tickets Available For Online & Mobile Purchase
Context Aware Mobile App Single App for tours/ticking/special features App changes views depending on location Acts as ticketing app when in or near lobby Acts as gives easy access to hours, ticketing & architectural tour when in general area Acts as tour app when in galleries Shows specific tour stops when in front of an artwork Special Content presented in unique locations
Challenges with this approach Have to have a good ticketing API Bespoke Solution / Specific Vendor Dependent Blame Game Potential PCI Compliance issues
Advantages Tight control over visitor experience & design One App for users / multiple uses Ability to market to users via screen pops
Alternate Systems
Inspiration: DMA Friends Model Image Credit: R. Stein and B. Wyman, Nurturing Engagement: How Technology and Business Model Alignment can Transform Visitor Participation in the Museum. In Museums and the Web 2013
Inspiration: DMA Friends Model Image Credit: R. Stein and B. Wyman, Nurturing Engagement: How Technology and Business Model Alignment can Transform Visitor Participation in the Museum. In Museums and the Web 2013
To Be Continued... Exhibitors at Museum Expo 1. Blackbaud 801 2. Convergence 642 3. Gatemaster Systems 517 4. Gateway Ticketing Systems 442 5. Omni Ticket Network 2812 6. Patron Technology 2504 7. Siriusware 210 8. TAM Retail 1309 9. Tessitura Network 720 Additional Resources This presentation: www.lord.ca Culture Track: www.laplacacohen.com/culturetrack International Ticketing Association /Intix: www.intix.org Rich Cherry: rcherry@museumsandthweb.com
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