heather maitland presenting at the business of fun 2011
DESCRIPTION
Heather Maitland's seconfTRANSCRIPT
![Page 1: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/1.jpg)
ARTS FESTIVALS OVERVIEWARTS FESTIVALS OVERVIEW
![Page 2: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/2.jpg)
About the project
Initiated and led by Theatre ForumFunded by Arts Council and Failte IrelandSixth year59 venues and festivals– 9 first timers including 4 festivals– 16 festivals– 8 venues with more than 600 seats– 35 venues with under 500 seats
![Page 3: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/3.jpg)
Festivals Scope
41,000 ticket buyers194,000 tickets worth €3.7 million1,733 performances
![Page 4: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/4.jpg)
HOW ARE WE DOING?HOW ARE WE DOING?
![Page 5: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/5.jpg)
Festivals: Average number of events
2010: 1332009: 164
![Page 6: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/6.jpg)
Festivals Large scale Under 500
![Page 7: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/7.jpg)
Ticket Sales: number of tickets
43 organisations provided data in 2010 & 2009One third sold more tickets in 2010Two thirds sold fewer tickets
Out of eight festivals:On average 15% fewer ticketsOne sold more tickets
![Page 8: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/8.jpg)
Festivals Large scale Under 500
![Page 9: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/9.jpg)
![Page 10: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/10.jpg)
Festival ticket sales: % capacity
2010: 49%19%
72%
![Page 11: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/11.jpg)
Ticket sales: % capacity
2010: 49%14%
80%
![Page 12: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/12.jpg)
Festivals Large scale Under 500
![Page 13: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/13.jpg)
Comparison with 2009
![Page 14: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/14.jpg)
Festivals Large scale Under 500
![Page 15: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/15.jpg)
EVENTS
FEWER MORE
HIGHER
LOWER
% CAPACITY
![Page 16: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/16.jpg)
EVENTS
FEWER MORE
HIGHER
LOWER
% CAPACITY
Spread the audience more thinly
![Page 17: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/17.jpg)
EVENTS
FEWER MORE
HIGHER
LOWER
% CAPACITY
Spread the audience more thinly
Concentrate the audience
![Page 18: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/18.jpg)
EVENTS
FEWER MORE
HIGHER
LOWER
% CAPACITY
Spread the audience more thinly
Concentrate the audience
Increased impact
![Page 19: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/19.jpg)
EVENTS
FEWER MORE
HIGHER
LOWER
% CAPACITY
Spread the audience more thinly
Concentrate the audience
Increased impact
Reduced impact
![Page 20: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/20.jpg)
Concentrate the audience
Increased impact
Spread the audience more thinlyReduced
impact
![Page 21: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/21.jpg)
Trend organisations
Consistent cluster of 17 organisations involved in the project from the beginning
Means we can compare year on year
![Page 22: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/22.jpg)
![Page 23: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/23.jpg)
![Page 24: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/24.jpg)
![Page 25: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/25.jpg)
ARE WE MAXIMISING ARE WE MAXIMISING OUR INCOME?OUR INCOME?
![Page 26: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/26.jpg)
Festivals:% of tickets sold at full price
2010: 73%14%
100%
![Page 27: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/27.jpg)
![Page 28: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/28.jpg)
Complimentary tickets
All comps: 12%Excluding ‘paid for’: 10%
![Page 29: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/29.jpg)
Ticket prices: Festivals
Offer price: €18.76Ticket yield: €19.33
![Page 30: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/30.jpg)
ABOUT AUDIENCESABOUT AUDIENCES
![Page 31: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/31.jpg)
HOW GOOD IS THE DATA?HOW GOOD IS THE DATA?
![Page 32: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/32.jpg)
Capturing names and addresses
Absolute minimum: 75%OK: 85% or moreExcellent: 90% or more
![Page 33: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/33.jpg)
Festivals: Data capture rates
2010: 90%71%
100%
![Page 34: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/34.jpg)
Data capture rates
2010: 89%25%
100%
![Page 35: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/35.jpg)
HOW MUCH DO THEY HOW MUCH DO THEY LOVE US?LOVE US?
![Page 36: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/36.jpg)
Six + events
Festivals
![Page 37: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/37.jpg)
Six + events
Three + events
![Page 38: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/38.jpg)
Six + events
Three + events
Two events
![Page 39: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/39.jpg)
Six + events
Three + events
Two events
One event
![Page 40: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/40.jpg)
Festivals: Average number of events in 2010
2010: 1.91.3
3.6
![Page 41: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/41.jpg)
Festivals Large scale Under 500
![Page 42: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/42.jpg)
2009
2010
![Page 43: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/43.jpg)
2009
2010
![Page 44: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/44.jpg)
2009
2010
![Page 45: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/45.jpg)
Continuing
New
Deficit
![Page 46: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/46.jpg)
Continuing
New
Reactivated
![Page 47: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/47.jpg)
Keeping first time ticket buyers
Percentage of first time ticket buyers at festivals in 2009 who also bought tickets in 2010
18%
![Page 48: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/48.jpg)
Continuing
New
Reactivated
![Page 49: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/49.jpg)
Continuing
New
Reactivated
![Page 50: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/50.jpg)
ARE THEY BOOKING ARE THEY BOOKING LATER?LATER?
![Page 51: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/51.jpg)
![Page 52: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/52.jpg)
![Page 53: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/53.jpg)
IS OUR MARKETING IS OUR MARKETING WORKING?WORKING?
![Page 54: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/54.jpg)
Marketing spend per seat put on saleincluding staff costs
Average for Festivals: €10.22 €3.57
€25.17
![Page 55: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/55.jpg)
Festivals Large scale Under 500
![Page 56: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/56.jpg)
Festivals Large scale Under 500
![Page 57: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/57.jpg)
RETURN ON INVESTMENTRETURN ON INVESTMENT
![Page 58: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/58.jpg)
RoI including staff costs
Average for Festivals: €2.06 €0.35
€9.87
![Page 59: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/59.jpg)
Festivals Large scale Under 500
![Page 60: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/60.jpg)
Website visits (000s)
“International” Festivals: 85K 10k
160k
![Page 61: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/61.jpg)
Increase in traffic to festival websites
Six festivals supplied data in 2009 and 2010
+45%
![Page 62: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/62.jpg)
Online marketing effectiveness
Page views per visit upBounce rates down from 50% to 42%Websites referring the most traffic:– www.dublinevents.com– www.visitdublin.com– www.entertainment.ie– www.whazon.com
![Page 63: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/63.jpg)
Overseas visitors
Website visits from outside Ireland
34%
![Page 64: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/64.jpg)
Overseas visitors
Website visits by country (000s):UK: 312kUSA: 305kGermany: 55kNetherlands: 30kFrance: 23kCanada: 18kSpain: 15k
![Page 65: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/65.jpg)
Emailing response rates
Average for Festivals: 7% 1%
24%
![Page 66: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/66.jpg)
Facebook referrals (% of all visits)
Average for Festivals: 4% 1%
13%
![Page 67: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/67.jpg)
Pay Per Click Advertising (000s)
Ave no of impressions: 1,000k 1k
4,000kFestivals
![Page 68: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/68.jpg)
Pay Per Click Advertising
Ave click through rate: Festivals 3% 0.04%
17%
![Page 69: Heather Maitland presenting at The Business of Fun 2011](https://reader035.vdocument.in/reader035/viewer/2022062708/558c67a5d8b42ac9508b4588/html5/thumbnails/69.jpg)
Summary
The picture is very mixed with some of us doing much better than others– Doing more/less– Selling more/less– Marketing more/less
It’s not about type of organisationHuge differences in marketing effectivenessNot about spend but about strategies