Tag Archives: old fashioned customer service

10 ways to join the club for better arts audience development

Last week I was on a family vacation at a club resort in Wyoming.  It was an inexpensive way to have a staycation since it was only 3 hours away.  During my time there, I was witnessing all the different tricks of the trade they used to make their guests feel special.  Here is a list of actions you can take to join the club for better audience development:

  1. Hello Mrs. Quenon.  How are you today? 
    Address your guests by name – People respond in a positive way when they find out you know their name.  It is the beginning of building a relationship with them.  Knowing names and getting names right, as you may already know, is a big audience development technique I advocate for.
  2. Would you like a table for 10 or two tables of 5?
    Ask what they prefer – I would liken this to the benefits we have to offer and the services we can provide our audience members.  So many artists and organizations try to come up with what they think their audiences would prefer instead of simply asking to find out what their audiences would really like.
  3. Would you like another ice tea?
    Asking if they need anything before your audience member has to ask you is a great technique.  They will feel that you care about them.
  4. Them: Do you enjoy tennis?  You: No, I like to hike. Them: Here are some nice hikes in the area!
    Offering information that they could use before they have to search for it is a definite plus for audience members.  Plus, you can find out how to cater to your audience member in the process. These offerings are fantastic ice breakers. For example: Did you know that we now have a cocktail hour before the event?   I see you enjoy the Nutcracker, this year we have a collaboration with another local dance company.   Once you find out their response, you can cater specifically to them.
  5. If you purchase 2 golf lessons, you can get the third for free!
    Having a reward for purchasing an extra event on the spot will make them feel you are looking out for their best interests.
  6. Wow!  There are plenty of towels already!
    If you know your audience members usually need something, go ahead and supply it for them ahead of time. For example, you know your audience might get a little warm at your outdoor events – supply them fans to fan themselves (at the cost of a generous sponsor).  Or, if they might get cold during an evening event, purchase some extra blankets in case they forget theirs.
  7. Oh, the Talbots are here this week!
    The club I was at has several families that attend every year.  They post a bulletin of who is coming a going each day.  Wouldn’t it be neat if we knew who purchased your art or who is attending a particular event?  Peer advertising works.  Of course, you will need their permission.
  8.  They have activities for each age group.
    If you have the capability to segment events for smaller groups, you will be catering to each group and giving them an opportunity to relate to their own peers.
  9. Bingo for all! OOOO, they are giving away an iPad.
    Of course, you can also have activities that are for the majority.
  10. Thank you, Ms. Jennings.  I hope you come back next year.  I know you enjoy a good movie. Did you know we have a new movie night next year?
    Thanking them and providing them specific information for their potential next stay is a fantastic way to keep the relationship going.  Getting to know your audience members will help you to choose the best options to hook them to come back for more.

As you can see, having a club mentality can benefit you and your audience at the same time.  So, don’t be shy and join the club!

Cheers to happy and loyal audiences,

Shoshana

Shoshana Fanizza

Audience Development Specialists

http://www.buildmyaudience.com

FacebookTwitterLinkedin

“Never treat your audience as customers, always as partners.”
~James Stewart

Although we are not a non-profit, if you would like to support ADS to continue our work, you can donate here.

***Purchasing my book will help support ADS and our mission.***

My eBook

New eBook! The How of Audience Development for the Arts: Learn the Basics, Create Your Plan

Leave a comment

Filed under Arts, arts management, arts marketing, Audience Development

Slowing down is good audience development

I wanted to share a quick thought about slowing down.  I myself need to slow down.  When we get caught up in the speed of technology, mistakes are likely to be made.  Technology is a gift to help us get more done in less time, but sometimes we might end up cutting corners to the disservice of our patrons.

Also when we are working at a lightening speed using our new technology, we might not be in touch with patrons on a personal level.  There is something to be said for good old fashioned service, and good old fashioned service requires a slower delivery.

To my subscribers, I will work on slowing down so you are not the ones to see the obvious mistakes I have made in writing my blog.  It is so easy today to hit the publish button without truly slowing down to edit/check ones work.  My subscribers should be getting the best of my blog, and I do sincerely apologize.

Your loyal patrons also should be getting the best service from you.  Are you slowing down to make sure everything is as correct as possible for them?  It is definitely something to think about.

Cheers to happy and loyal audiences,

Shoshana

Shoshana Fanizza
Audience Development Specialists
http://www.buildmyaudience.com

FacebookTwitterLinkedin

Leave a comment

Filed under arts management, arts marketing, Audience Development

Audience Development and Old Fashioned Customer Service

Remember the days when you had to go to the box office to purchase a ticket and speak to a person that was a part of the organization?  Or remember purchasing art from the artist directly instead of online at Etsy?

I’m not knocking the new services that we have that provide a quick and easy way to purchase art and tickets to an event, however, this new speedy technology that is convenient for both sides of the equation has rid us of face-to-face, one-on-one, old fashioned customer service.

Patrons, your audience members, are falling through the cracks of our convenient technology.  You might say that social media will come to the rescue, a modern, convenient way to reach out to our audience and get to know them.  However, after reading a museum survey (500 people surveyed) with the report stating  that 80% of the people did not know their museum was involved in social media, I’m not so sure social media is the magic that will solve the problem if your audience doesn’t know about your social media.  This means that the technology solution attempting to save the day and connect us back with people will only work if the knowledge is there.

Old fashioned customer services brings us back to the days of people interaction where we get to know our patrons and they get to know us.  Think of the door to door salesmen having conversations with existing and potential customers.  Think of the days you chatted with your patrons over the phone while taking their ticket order.  There was a time and place where we were building relationships via the old fashioned way of handling a sale or transaction.

So what can we do to put the “old fashioned” back into our modern day customer service?  I would highly recommend finding ways that you can interact one-on-one with your patrons again.  Even if this means simply following up with a friendly individual email or phone call. You can use this time to thank them and ask them about their experience at the event or about their purchase.  This small way of getting in touch personally can make a world of difference.

For example, back in the day, I was a box office manager and part of the staff for placing orders.  When people came in to purchase tickets, I would make sure to “shoot the breeze” with them.  In one instance, I found out that the subscriber patron I was placing the order for was having his grandkids into town over Thanksgiving weekend.  I casually glanced at their subscription and saw that they did not have tickets to our Nutcracker performances over the holidays.  I suggested to them that we had a family pack for the Nutcracker so they could take their grandchildren.  I ended up selling them those tickets on top of their regular purchase!

Aside from upselling or reselling, old fashioned customer service can help out it ways to obtain patrons, donors, attendees at your special events and receptions, and perhaps by getting further contacts to help you and/or your organization.    Old fashioned customer service is one of the best audience development techniques.  It’s amazing what you can discover when you take the time to get to know your audience and what can happen as a result of forming strong relationships with them.

Cheers to happy and loyal audiences,

Shoshana

Shoshana Fanizza

Audience Development Specialists

http://www.buildmyaudience.com

FacebookTwitterLinkedin

“Never treat your audience as customers, always as partners.”

~James Stewart

Leave a comment

Filed under arts management, arts marketing, Audience Development