Post on 08-Jan-2017
Box Office Best Practices
HANNAH MEINKEN | AUGUST 2016
GOALS
IMPROVE CUSTOMER EXPERIENCE
ADDRESS BOX OFFICE EFFECIENCY
CREATE REPEAT CUSTOMERS
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Box Office is the Information Center
« Daily Activities – Transactions, requests,
concerns
« Patterns of Business – Slower or faster onsales – Memberships and
conversion to subscriber
« Reporting & Analysis – ATTENTION: don’t run a
report unless you actually use the data
EVERYTHING IS CENTRALIZED THROUGH BOX OFFICE
COMMON PATRON PAIN POINTS
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Confusion « Poor experience while buying
« No message/confirmation or FAQs
« Sub-par patron support – No clear way for patrons to get help if
there’s an issue
« Trouble identifying staff and volunteers – Especially when there’s not a
physical box office
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« Struggling to find the event or the link to purchase online
« Waiting on the phone
« Waiting in physical lines, outside the venue or in the lobby
Impatience
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« No e-mail confirmation
« Refunds – No outlined policy
« Disorganized Box Office
« Distracted staff and volunteers
Lack of confidence
UNDERSTANDING PATRON EXPERIENCE
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Before the event
« Discover events
« Purchase tickets
« Bring others to event
HOW DO PATRONS…
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During events
« Arrive and enter event
« Find and interact with box office staff and volunteers
« Get questions answered
HOW DO PATRONS…
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After the event
« Engage post event
« Decide if they want to come back
« Get motivated to spread the word
HOW DO PATRONS…
ADDRESSING BOX OFFICE EFFECIENCY
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Operations may be
your challenge,
but they shouldn’t be
your patrons’ challenge.
Rules to live by…
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« Timing of on-sales
« Box Office hours
« Marketing future events
« Dynamic pricing
« Promos and incentives
Plan and optimize sales
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Test Equipment and Processes
« Create equipment list
« Test all hardware
« Update software
« Validate logins
« Check Wi-Fi
CREATE REPEAT CUSTOMERS
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Expand Your Reach
« Sell tickets in locations aligned with the audience you want to reach – Make your Box Office mobile – Provide discounts to
generate buying excitement
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Use email alerts before and after
« Last minute changes
« Logistics – Parking, road work,
construction, etc.
« Synopsis of event
« Special offers from other vendors
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Make people feel special
« Acknowledge new and long-time patrons
« Review patron profiles
« Use VIP alerts
« Leave a note in their seat
« Curtain speech
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Engage +1s « Connect with ticket
buyers to help with outreach to their guests
« Turn a +1 into a repeat customer
« Offer deals to first time attendees
TAKEAWAYS
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Takeaways « Box Office is the heart and
brain of an organization
« Documented processes, preparation, and backup plans are essential
« Patron experience should be evaluated from all angles
« We’re here to help!
THANKS! www.vendini.com
hello@vendini.com