box office best practices that make customers feet at home
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BOX OFFICE BEST PRACTICES
HANNAH MEINKEN & DAVID OLSON | AUGUST 2016
AGENDA
IMPROVE CUSTOMER EXPERIENCE
ADDRESS BOX OFFICE EFFECIENCY
CREATE REPEAT CUSTOMERS
4
Box Office as Information Center
Daily Activities – Transactions, requests,
concerns
Patterns of Business – Slower or faster onsales – Memberships and
conversion to subscriber
Reporting & Analysis – ATTENTION: don’t run a
report unless you actually use the data
EVERYTHING IS CENTRALIZED THROUGH THE BOX OFFICE
UNDERSTANDING THE TOTAL PATRON EXPERIENCE
6
Before the event
Discover the events
Purchase tickets
Arrange to bring others to event
HOW DO THEY…
7
During the event
Arrive and enter event(s)
Find and interact with box office staff and volunteers
Get questions answered at Intermission?
HOW DO THEY…
8
After the event
Experience following the event(s)
Engagement post event(s)
Reason to come back
Motivation to spread the word
HOW DO THEY…
WHAT’S MISSING?
10
Operations may be
your challenge,
but they shouldn’t be
your patrons’ challenge.
Rules to live by…
COMMON PATRON PAIN POINTS
12
Confusion Clunky experience while buying
No message/confirmation or FAQs
Sub-par patron support – No clear way for patrons to get help if
there’s an issue
Trouble identifying staff and volunteers – Especially when there’s not a
physical box office
13
Struggling to find the event or the link to purchase online
Waiting on the phone
Waiting In physical lines, outside the venue or in the lobby
Impatience
14
No e-mail confirmation
Refunds – No outlined policy
Disorganized Box Office
Distracted staff and volunteers
Lack of Confidence
BEYOND THE BOX OFFICE
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Expand Your Reach
Sell tickets in locations aligned with the audience you want to reach – In the moment sales – Discount rates create buying
excitement
17
Use Email to Alert Patrons Before and After Event
Special change in event
Logistics – Parking, road work,
construction, etc.
Synopsis of event
Special offers from other vendors
18
Make People Feel Special
Set alerts for VIP and other special guest
Cross donor and attendee list for every event and make contact in person
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Engage +1sConnect with ticket buyer to help with outreach to their guests
Turn a +1 into a repeat customer
Offer deals tofirst time attendees
20
Acknowledge First Time and Season Attendees
Curtain speech
Sign in table in lobby
Greeting at box office
Patron notes
Leave a note in their seat
OPERATIONS: HEALTH CHECK
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Onsales
Box Office Hours
Marketing of future shows
Incentive to participate
Price optimization
Promos
Timing and Dynamic Sales
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Be Prepared: The Checklist
Create equipment list
Organize all POS scanning devices, cables, charging stations, etc.
Test and update all software
Know all passwords
Charge all devices
Secure backup devices
Flashlights
Prepare staff schedule and assignments
Flashlights…really!
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Be Prepared: Test Equipment and Processes
Printers
Scanners
Wifi
Devices
Logging in and out
Talk to us if you want to do a test purchase
25
Takeaways Box Office is the heart and brain of an event
Patron experience should be evaluated from all angles
Documented processes, preparation, and backup plans are essential
We’re here to help!
THANKS!HANNAH MEINKEN & DAVID OLSON
Box Office Best Practices
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