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House Lights
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Transcript of House Lights
Would you like up-to-date
audience insight to inform
business decisions?
Do you need to present
valuable, timely and relevant
information to your Board and
stakeholders?
Would you like to know how
your organisation performs in
comparison with other venues
in the country?
House Lights is an established
venue benchmarking project,
successfully piloted with
theatres in the Yorkshire and
Humber region since 2005.
We are delighted to extend
an invitation for your venue to
become involved in the
project.
What it means for you
Whatever your venue’s size,
location or benchmarking
experience, House Lights will
provide intelligence to benefit
your organisation and inform
your strategic planning. With
its unique ‘package’ system,
House Lights offers meaningful,
flexible benchmarking that is
tailored to suit you.
Depending on your needs and
chosen level of involvement,
House Lights can help you to
develop an understanding of
your current and potential
audiences, building a profile
of your bookers and gaining
further insight into their ticket-
buying behaviour – both in
relation to your own venue
and other benchmarking
partners. And, if you need
more detailed analysis, there is
also the opportunity to further
bespoke your research.
Welcome to
House Lights
How it works
All the information you need
to provide for analysis is easily
collected via an online survey
and through our bespoke
data extraction process.
Our extraction process is
designed to work with four
main box office systems:
ProVenue Databox, ProVenue
Max, The Patron’s Edge and
AudienceView. It can also be
adapted to additional systems
– please contact us to discuss
your requirements.
When all the data has been
extracted, we will perform
analysis based on the key
features of the package you
have chosen. Once the
analysis phase is complete, we
will then present the results to
you in reports covering your
own venue’s results and those
of all participants. We will also
present the results at a joint
event where participants can
discuss the findings and best
practice and inform further
development of the project.
“The Benchmarking Reports... build up a detailed snapshot of audience behaviour and help us compare ourselves to other venues”
What do others think?
“The Benchmarking Reports
have proved invaluable to
defining the work of the
Lawrence Batley Theatre’s
audience development. The
reports build up a detailed
snapshot of audience
behaviour and help us
compare ourselves to other
venues . . . to see where we
might improve our practice in
order to connect with more
people. Used in conjunction
with other resources . . . and
internal research, we can
build a really clear picture on
how to move forward and
utilise the findings every step of
the way.”
Graham Whitehead,
Press and Marketing Manager,
Lawrence Batley Theatre
“A very valuable tool for my
Board, helping them to push
our neck out, for example
when launching a new
membership scheme.”
Dan Bates,
former CEO at York Theatre
Royal
Choosing your package
This table provides an
overview of the five packages
that your venue can choose
from. The content and
benefits of each package are
explained in full over the next
few pages.
Package Contains Ideal if you are…
1. Venue in
Context
Mapping and profiling of your
venue’s local area
Starting to build an
audience, or if you have
limited audience data
2. Audience
Profile
Profiling of your audiences
using ACORN and AAI
segmentation models
Building on current
audiences and looking for
new bookers
3. Audience
Behaviour
A range of analysis of
purchasing behaviour (who
books, when, how much do
they pay etc)
Developing a more
sophisticated approach
which would benefit from
information about
audience behaviour
4. Audience
Behaviour in
Context
Further audience behaviour
analysis based on your
audiences’ behaviour in
previous years / visits to other
venues, i.e. retention and
crossover
Taking a wider
perspective, looking at
identifying long-term core
audiences and
competitors
5. Detailed
Audience
Analysis
A range of further analysis,
including analysis by show, art
form, and production type, as
well as further details such as
occupancy
Seeking a holistic view of
your audiences and
would like the opportunity
to choose further bespoke
analysis
What you will receive
In each year of participation
you will receive a full report
covering 12 months of data
relevant to the package you
have selected, presenting
your results alongside those of
other benchmarking partners.
From Autumn 2010, if you
subscribe to packages 3, 4 or
5, you will also receive a bi-
annual report showing the
results for your own venue
every 6 months. This report will
show your results by quarter, as
well as combined results for
the previous 12 months.
Packages in detail
Package 1:
Venue in Context
Maybe you don’t have a lot of
audience data, but you need
to know about the people
living locally to your venue
and the types of experiences
they want from a theatre. This
will help you to build your and
your colleagues’
understanding of potential
audiences. Your report will
contain the following features:
Feature With this analysis you can… This item is useful for…
Headlines Record any contextual
information (e.g. about
promotion or programming)
which might have impacted
upon your theatre’s ticket
sales
Building a strong narrative
of your venue’s year-on-
year development and
understanding your peers
Financial
analysis
Report top-line sales figures,
provide average ticket yield
figures and analyse return on
marketing investment
Reviewing pricing and
budget allocation
Drive-time
maps
Learn the exact locations of
households that can reach
your venue by car in just
fifteen and thirty minutes
Highlighting hot- and
cold-spots of local
attenders and enabling
targeted, more cost-
effective marketing
ACORN
and Arts
Audiences:
Insight
Profiles
See which ACORN
Categories and Groups or
Arts Audiences: Insight
segments are prevalent in
your fifteen and thirty minute
drive-time areas, and which
are over-represented
compared to a national
average
Aligning your theatre’s
offer to the lifestyles of
your potential audiences.
Identifying what are likely
to be the most successful
programming and
communications choices
Package 2:
Audience Profile
Perhaps you have an idea of
where your audience come
from, but you need to know
who they are and what type
of experiences and
communications will interest
them. You would also like to
define your catchment area
and get to know new
audiences within that area.
Your report will contain all the
features from Package 1 plus
the analysis below:
Feature With this analysis you can… This item is useful for…
Audience
hot-spot
maps
Find out the exact locations
and clusters of your bookers
Allowing you to target
marketing materials to
where your audiences
live
Catchment
area
analysis
See the area from which you
are drawing your audience
and the types of people who
live there
Targeting promotional
activity and identifying
the locations of core
audiences
Audience
drive-time
info
Learn the proportion of
bookers who come from
within a 15 and 30 minute
drive-time of your venue
Targeting your publicity
based on an
understanding of how
local your audience is
ACORN and
Arts
Audiences:
Insight
audience
profiles
Discover which ACORN
Categories and Groups and
Arts Audiences: Insight
segments are prevalent
amongst your bookers, and
which are over-represented
compared to a national
average
Aligning your theatre’s
offer to the lifestyles of
your current audiences
and identifying which
type of people you are
currently reaching
Package 3:
Audience Behaviour
You know your box office
holds a wealth of information
and would like to get more out
of it. You’d like to know when
to time promotional activities,
what ticket offers could be
profitable and how seasonal
audiences are different from
those year round. This
intelligence would significantly
reduce the risks associated
with developing new
approaches and strategies.
Your report will contain all the
features from Packages 1 and
2 plus the analysis below:
Feature With this analysis you can… This item is useful for…
Penetration
map
See where current
audiences live and which
areas contain an untapped
potential audience
Identifying new
audiences of likely
theatre-goers
Sales timing
analysis
Find out how far in advance
your bookers buy tickets and
when your peak sales period
occurs each year
Ensuring that marketing
activity is carried out at a
time which will maximise
bookings
Party size
analysis
Understand how your
audience prefers to attend
your theatre. In pairs? In
groups? As part of an
organised trip?
Understanding audience
attendance and
assessing the importance
of booking agents to your
theatre’s sales
Seasonal
analysis
Learn what value and
proportion of your annual
sales, transactions and
tickets are sold for seasonal
events
Assessing the importance
of seasonal programming
and comparing
important productions
such as Christmas shows
Package 4:
Audience Behaviour
in Context
Knowing who and where your
current and potential
audiences are is vital, but
you’d also like to look at things
in context. Are you engaging
your core audience over a
long period of time? Which
other theatres do they visit?
Information like this can
identify useful yearly trends
and flag up organisations you
might want to collaborate
with. Your report will contain all
the features from Packages 1,
2 and 3 plus the analysis
below:
Feature With this analysis you can… This item is useful for…
Visit histories See the proportion of last
year’s bookers who returned
this year, and look at the
frequency of attendance by
bookers who have ever
been to your theatre before
Gaining insight into your
core versus occasional
audiences and
understanding frequency
of attendance
Crossover Get an overview of which
other theatres in the
benchmarking group your
audience attends and how
frequently these crossover
audiences attend your
theatre
Identifying potential
collaborators across the
country
Full price /
concessions
Discover what value and
proportion of sales are at full
price / concessions
Reviewing pricing and
concessions
Visit histories See the proportion of last
year’s bookers who returned
this year, and look at the
frequency of attendance by
bookers who have ever
been to your theatre before
Gaining insight into your
core versus occasional
audiences and
understanding frequency
of attendance
Package 5:
Detailed Audience
Analysis
You want to go into more
depth and understand which
art forms your audiences are
interested in and where these
interests overlap. You’d also
like to be able to ask specific
research questions because
there’s more you want to
discover about your
audiences. Your report will
contain all the features from
Packages 1, 2, 3 and 4 plus the
analysis below:
Feature With this analysis you can… This item is useful for…
Yield and
occupancy
by
production
See which productions have
a higher or lower average
ticket price paid and
compare how close different
productions come to selling
out
Reviewing and planning
productions and
identifying effectiveness
of particular marketing or
programming
Ticket price
by booking
frequency
Identify whether frequent
attenders pay more or less on
average for a ticket
Reviewing pricing and
concessions
Lead time
by art form
Compare purchase lead
times across different art
forms
Understanding booking
patterns so you can more
accurately predict how
well a show will sell based
on initial sales transactions
Art form
crossover
Find out if, for example, your
drama audience also attends
jazz, or if your ballet audience
is more likely than average to
attend poetry readings
Cross-marketing different
art forms to maximise
bookings
Venue
crossover
by art form
Discover if people who
attend different art forms are
more or less likely to attend
elsewhere
Understanding the
behaviour and venue
loyalty of different
audience groups
Crossover
by
production
type
See crossover between
received, produced and
amateur productions
Cross-marketing different
types of performance to
maximise bookings
Further Bespoke Analysis
With Package 5, you can also
choose to commission further
bespoke research. For
example, you may want to
investigate:
Group relations: the
combinations of full price and
concessionary tickets in
transactions. This is useful for
reviewing the profitability of
ticket offers and identifying
where new offers might be
beneficial.
Detail on hot-spots and cold-
spots: receive ACORN
category details mapped for
hot-spots and cold-spots. This is
useful for understanding
audience types in key areas.
Profiling by art form:
understand the ACORN and
Arts Audiences: Insight profiles
of the audiences for your top-
selling art forms. This is useful
for targeting the marketing of
different art forms.
Spot mapping of top 5 art
forms: this is useful for
identifying key pockets of
attenders for different art
forms.
Further analysis on production
types: e.g. sales, yield and
profiles by production type.
This is useful for identifying the
implications of changes to
programming and informing
agreements with visiting
companies.
Further analysis of particular
audience groups: e.g.
frequent attenders, lapsed
attenders and cross-over
audiences. This is useful for
getting a detailed
understanding of your
audience and strengthening
your customer relationships.
If you are interested in further
bespoke analysis, this would
be costed separately to the
pricing packages outlined on
the next page.
Price List
The following prices reflect the
fact that 2009/10 data is
analysed in both a single
individual and a joint report,
whereas 2010/11 data would
be analysed in two individual
reports, as well as the joint
report.
Package
Number
Name Price 09/10
Data
Price 10/11
Data
1 Venue in Context 400 400
2 Audience Profile 600 600
3 Audience
Behaviour
900 1350
4 Audience
Behaviour in
Context
1200 1750
5 Detailed
Audience
Analysis
1500 2350
Susan Ingham
0113 320 0160
Next Steps
We’d love to talk to you about
getting involved in House
Lights. If you know which
package you would like, or if
you have any queries about
House Lights and would like to
talk about which package is
right for you, please contact:
Book now for 2009/10
data
The 2009/2010 data would be
extracted in April, with reports
delivered from the end of
May, also in order of delivery
of data.