Box office data

If you are a performing arts venue and you sell tickets through a box office, there is some important information that you could and should be utilising.

Your box office is a powerful tool for understanding audiences and planning marketing campaigns, but most venues are not using it to its full potential. It is important that you know the capabilities and limitations of your box office system, and that staff are trained and instructed to collect as much customer information as possible.

Here are just some of the things you can do with the data held on your box office:

• Understand the make-up and profile of your present audience.
• Identify significant sections of the population you are failing to attract.
• Identify and understand customers’ booking and attendance patterns.
• Plan highly targeted direct mail and e-broadcast campaigns to existing customers.
• Identify crossover between events or art forms in order to plan joint marketing initiatives.

You may wish to conduct this analysis in-house, or Arts About Manchester can carry out this analysis for you. In addition, if you supply data through Vital Statistics, we can also compare your data to trends in the Greater Manchester arts market.