Highlights from the opening speaker at AMA

I've just watched the first key note speech made at this years Arts Marketing Associations conference, there were some great ideas. Here's a potted version:

All about mitigating the risk for our audience:

1. Think about where the event is, may get more engagement if an AGM or the like is held in a pub over a pint!
2. Offer a money back guarantee: 'If you don't like the event or leave at the interval we will give you your money back' A venue in the states did this and in 3 years had not refund requests (alternatively you can offer a 'credit back' guarantee giving the audience member credit to see/ take part in another event).

Research in the states shows that 56% say they are going to/ taking part in the arts because of time and only 16% because of money!

Ideas to tackle people's time poverty:
1. Sell an event in two halves where appropriate, if Orchestra playing different pieces before and after an interval give people to opportunity to see the first half, they may then want to go to dinner, or see the second half, might need to get the children to bed first!
2. Programme/ create shorter pieces, eg 1 hour, have two performance per night say 7 and 9. Less rehearsal, cheaper programming, more people, more money.
3. Have an opening party not reception, (reception sounds dry) go on until 11pm, more attractive to younger people to begin night later then go on to clubs etc.
4. plan an evening event to begin with drinks, 70 min show done by 9 then people able to have late dinner etc.

We are challenged to look at the experience our audience has coming to our event/ venue. should be so exciting that people would go even without an event happening!

People need to have a clear perception of what the benefits of attending an event are! Free tickets is not enough. This is most effectively shared from person to person, is not only a job for marketers.

1. Communicate with your ticket buyers 3 weeks, 1 week and 2 days before they attend an event, this is about creating a 'readiness to receive' to make the whole experience better resulting in them encouraging other to attend and to attend other events themselves.
2. In The Washington Post they put out a call for amateur musicians to perform with the national orchestra. They downloaded the music, self certified that they were able to play it, then 100 amateur musicians performed with 25 professional musicians. Result was people paid to take part and friends and family came so events sold out!
3. Use testimonies on websites and other marketing, quote and picture of someone talking about what the get from your event or venue will give people confidence to buy tickets and encourage donations.
4. Get your audience to vote for a piece to be performed, having engaged at that stage more likely to attend and encourage other to also.
5. Don't save best parking for VIP's, Easy parking for new comers, give a parking pass and pack with first tickets, more important that they are able to find their way.
6. Look at your exchange policy, States research showed that Orchestra's with most liberal exchange policy did the best. People won't bother booking if they fear they'll be penalised if something prevents them from making it.

I think there are some fantastic ideas there. Please do share these with your marketing teams, If you're lucky enough to have them, or better still encourage them to watch the AMA webcasts (Link is on earlier post).