WORK LESS AND SELL MORE TICKETS
TWO TIPS Work more efficiently by using regular e- commerce reports; Google Grant worth $120,000 in online advertisement per year;
Lantaren Venster - Rotterdam
Lantaren Venster - Rotterdam + 20% online ticket sales in 2014
ONLINE MARKETING (CULTURAL ORGANISATIONS)
PART 3
+ 11% museum vists in 2013
40+ CULTURAL ORGS Aboriginal Art Museum Utrecht, Utrecht Bimhuis, Amsterdam Centraal Museum, Utrecht Centre Céramique, Maastricht De Appel arts centre, Amsterdam Dordrechts Museum, Dordrecht Het Scheepvaartmuseum, Amsterdam Kumulus, Maastricht LantarenVenster, Rotterdam Limburgs Museum, Venlo Muiderslot, Muiden Museon, Den Haag Museo Nacional del Prado, Madrid, ES Museum Arnhem, Arnhem Museum Boerhaave, Leiden Museum Catharijneconvent, Utrecht Museum Het Valkhof, Nijmegen Museum Rotterdam, Rotterdam Museum Volkenkunde, Leiden Museum voor Communicatie, Den Haag Naturalis, Leiden Natuurhistorisch Museum Maastricht, Maastricht Natuurmuseum Brabant, Tilburg Podium Mozaïek, Amsterdam Science Center NEMO, Amsterdam Slot Loevestein, Poederoijen Spoorwegmuseum, Utrecht Stadsschouwburg Utrecht, Utrecht Stedelijk Museum Kampen, Kampen Stedelijk Museum Schiedam, Schiedam Teylers Museum, Haarlem Theater aan het Spui, Den Haag Tropenmuseum, Amsterdam Universiteitsmuseum, Utrecht Van Abbemuseum, Eindhoven Verzetsmuseum, Amsterdam Vestingmuseum, Naarden Zeeuws Museum, Middelburg Zwolse Theaters, Zwolle
PODIUMKUNST Bimhuis Stadsschouwburg Utrecht LantarenVenster Theater aan het Spui Podium Mozaïek Zwolse Theaters
WORK LESS AND SELL MORE TICKETS
WHAT INFLUENCES ONLINE TICKET SALES? Difficult to measure: Easy to measure: Weather Website visits Holidays Newsletters Word of mouth Online ads Program, etc Social media, etc
ONLINE VISITS 1.100.000 825.000 550.000 275.000 0 2007 2008 2009 2010 2011 2012 2013 2014
TICKETS SOLD 1.100.000 72.000 825.000 54.000 550.000 36.000 275.000 18.000 0 2007 2008 2009 2010 2011 2012 2013 2014 0 Online Visits Tickets Sold
1,7% Conversion Rate
WHERE BUYERS COME FROM? 9% 3% 7% 13% 9% 59% Google Direct Newsletter adwords Facebook Other
What is the best tip you can give to increase online ticket sales using a newsletter?
MEASURE THE IMPACT OF ALL NEWSLETTERS
NEWSLETTERS How many tickets did your latest newsletter sell? What was the most effective newsletter in 2014?
NEWSLETTER RELEVANT METRICS Open rate Clicks Revenue
TOP 5 NEWSLETTERS Newsletter Open Rate Week 21 48.0% Week 52 43,9% Week 23 42,9% Week 44 41,7% Week 12 40,2% This data is not from Lantaren Venster
IMPROVE OPEN RATE Recognition of the sender Subject line Time of day
WORK LESS AND SELL MORE TICKETS
WHERE BUYERS COME FROM? 7% 3% 9% 13% 9% 59% Google Direct Newsletter adwords Facebook Other
ADWORDS
GOOGLE GRANT for non-profit organisation
$120.000 / YEAR AdWords Credit
$480.000 / YEAR AdWords Credit
WORK LESS AND SELL MORE TICKETS
40+ CULTURAL ORGS Aboriginal Art Museum Utrecht, Utrecht Bimhuis, Amsterdam Centraal Museum, Utrecht Centre Céramique, Maastricht De Appel arts centre, Amsterdam Dordrechts Museum, Dordrecht Het Scheepvaartmuseum, Amsterdam Kumulus, Maastricht LantarenVenster, Rotterdam Limburgs Museum, Venlo Muiderslot, Muiden Museon, Den Haag Museo Nacional del Prado, Madrid, ES Museum Arnhem, Arnhem Museum Boerhaave, Leiden Museum Catharijneconvent, Utrecht Museum Het Valkhof, Nijmegen Museum Rotterdam, Rotterdam Museum Volkenkunde, Leiden Museum voor Communicatie, Den Haag Naturalis, Leiden Natuurhistorisch Museum Maastricht, Maastricht Natuurmuseum Brabant, Tilburg Podium Mozaïek, Amsterdam Science Center NEMO, Amsterdam Slot Loevestein, Poederoijen Spoorwegmuseum, Utrecht Stadsschouwburg Utrecht, Utrecht Stedelijk Museum Kampen, Kampen Stedelijk Museum Schiedam, Schiedam Teylers Museum, Haarlem Theater aan het Spui, Den Haag Tropenmuseum, Amsterdam Universiteitsmuseum, Utrecht Van Abbemuseum, Eindhoven Verzetsmuseum, Amsterdam Vestingmuseum, Naarden Zeeuws Museum, Middelburg Zwolse Theaters, Zwolle
WHERE BUYERS COME FROM? 9% 3% 7% 13% 9% 59% Google Direct Newsletter adwords Facebook Other
WHERE DO YOUR BUYERS COME FROM? Conversies E-commerce Overzicht Bron/medium
http://bit.ly/podiumkunst
WORK LESS AND SELL MORE TICKETS
MOST SOLD FILM TICKETS ONLINE Lantaren Venster
MOST SOLD CONCERT TICKETS ONLINE Lantaren Venster
TOP 10 MOST SOLD TICKETS ONLINE