FULL HOUSE Turning Data into Audiences - Creative New Zealand

CONTENTS
FOREWORD
INTRODUCTION
20 Reasons For Using Data on Customers ix
How to Use this Manual
SECTION ONE – CREATING THE POTENTIAL 1
1. The Heart of Marketing 2
Strategic and Tactical Questions 5
Do you Know the Answers? 6
2. People Not ‘Bums on Seats’,
Customers Not ‘Punters’ 7
Building Relationships with Customers 8
Case 1: Finding Non-Attenders in Christchurch 9
Available Audiences 10
Case 2: Some Observations on 50:35:15 11
Customer Relationship Management 14
Lifetime Value 16
The Loyalty Ladder 18
Re-engineering to Focus on the Customer 19
Case 3: Sydney Symphony Orchestra CRM Experience 20
20 Things Sydney Symphony Orchestra
Wanted from a New Ticketing/CRM System 22
A Multitude of Customer Types but One View 23
Relationship Routes 23
Friends and Memberships 25
Subscriptions 25
iii
viii
x
3. The Human Equation 27
Management and Motivation 28
Management Responsibility 29
Case 4: Why Should Marketing and
Ticketing Work Together? 29
The Marketing and Sales Team 31
Motivation and Involvement 32
Briefing Meetings 32
Case 5: Empowering the Ticket-selling Staff 33
Effective and Regular Communication 33
Staff Attendance at Events 34
Staffing Levels 34
Analysing Times of Pressure 35
Extending Hours 35
Collecting Information 35
iv
FULL HOUSE: Turning Data into Audiences © Roger Tomlinson & Tim Roberts