Cart before the horse for CRM?

March 12, 2015 - Comments Off on Cart before the horse for CRM?

Article First published at The Ticketing Institute

I’m constantly surprised by how many organisations, when thinking and talking about CRM (Customer Relationship Management) and their CRM Strategy focus on the IT implementation that is the customer database technology.  True it’s important but if technology is applied to a faulty business strategy all that will happen is the organisation becomes more efficient at doing the wrong things!   The main goal is to have a 360° view of your customer because CRM is a strategy not a process, tactic or just a marketing function.

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Why is having a CRM Strategy important?

November 7, 2014 - Comments Off on Why is having a CRM Strategy important?

Having a Customer Relationship Management (CRM) strategy in place is becoming ever more urgent. With the continuing reduction and uncertainty in arts funding, most arts organisations have to achieve more with less . We all have to work harder to prove that what we are doing is effective.

CRM isn’t about selling, it’s about marketing. It helps you build and maintain long-term relationships, through discovering how your audiences want to interact with you, and actively meeting their stated and unstated wants and needs. Read more

How to Activate Infrequent Attenders

June 3, 2014 - Comments Off on How to Activate Infrequent Attenders

Typically, half the attenders on a database only attend once a year.  Research shows that they generally get the brochure and the mailings but that these don’t persuade them to book. They tend only to book for major shows or ones they already know they’ll like.

TelePrompt is a free information service to activate infrequent attenders.  Patrons are telephone periodically and given a menu of shows (and brief information about each) about which they can order more information.  The information sent is written to be more persuasive. Read more

How to set up a Test Drive programme to develop new audiences

April 8, 2014 - Comments Off on How to set up a Test Drive programme to develop new audiences

What is Test Drive?

We all want to attract new audiences and we all want our current audiences to attend more often.  Test Drive is one scheme that does just that. It introduces people to something in the arts for the first time.  It’s affordable and actually profitable.  It’s practical and proven to be successful and it’s the result of several years development and refinement.

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Customer Relationship Management – the strategic choice

February 19, 2014 - Comments Off on Customer Relationship Management – the strategic choice

I hear a lot of people at the moment talking about Customer Relationship Management (CRM) and how they need to do it - the problem though is most are not doing it and seem reluctant to start.  After over 15 years of doing marketing in a whole host of organisations each time I’ve begun working at a new organisation it’s been like starting at ground zero in terms of CRM.  Why is that?  Read more