A TASTE OF COMMERCIAL WEST END OPERATIONS Sue Uings Ticketing & - - PowerPoint PPT Presentation
A TASTE OF COMMERCIAL WEST END OPERATIONS Sue Uings Ticketing & Sales Consultant, Cameron & Delfont Mackintosh Limited Presenting the up-selling and cross-selling techniques used by Delfont Mackintosh Theatres and Cameron Mackintosh
Sue Uings Ticketing & Sales Consultant, Cameron & Delfont Mackintosh Limited
Presenting the up-selling and cross-selling techniques used by Delfont Mackintosh Theatres and Cameron Mackintosh Limited, and how they are communicated internally. This session will include an insight into Delfont Mackintosh marketing activities, CRM strategy and front of house operations.
Cats, Les Misérables, The Phantom of the Opera, Miss Saigon, My Fair Lady, Oliver!, Five Guy’s Named Moe, Avenue Q., Martin Guerre, Hey, Mr Producer!, Oklahoma, Carousel…
The Noël Coward, The Wyndhams, The Gielgud, The Prince of Wales, The Prince Edward, The Novello and The Queens
Box Office, Phone Room, Group Sales, Education and Access, Hospitality and Special Events, In House and External Marketing & Development, FOH Managers and Teams, Back Stage and Production Teams, DMT and CML Senior Management and Directors, Advertising Agencies, Ticket Agencies, Tour and Travel Operators, Marketing Business Partnerships and Sponsorships incorporating hotels, RHS etc.
We have a very strong ethic for our brand and image. This is instilled into all our staff by our customer service, appearance of our staff and buildings and by our conduct in the market place. However, as landlords we are not just managing our own brand we are also managing and caretaking that of our incoming producers, so it is sometimes a very difficult tightrope to walk
These all combine to make YOUR brand!
Below are listed a variety of revenue streams that we embrace, some are obvious, some not so obvious, however, potentially they can all be signifjcant! Ticket Sales Bar Sales Catering Special sponsors promotions – Bars, Confectionery etc. Merchandise Ticket Agents Travel Agents Group Travel Companies VIP Hospitality Services Back Stage Tours Theatre Tours Commissions from Outside Services linked to your facility – hotel I am unable to be specific with the exact nature of our figures, but can offer an overview of how various shows and their individual audience demographic affect our potentials.
– Oliver!, Cats, MAMMA MIA!, High School Musical etc.
For example – our larger Musical Houses will typically have between 81% and 98% ticket capacity. Between £2.27 and £3.63 FOH/bar spend per person and between £1.20 to £1.41 merchandise spend per head. Plays are less, and those with NO INTERVALS - a FOH Managers nightmare!
How much are they – well for bricks and mortar in the West End virtually nothing! For some print runs we encourage sponsorship for example envelope supplies for window and postal sales, this is usually a local restaurant or major store. Everything is done with a commercial eye! How are they funded? Bricks and Mortar Budgets – usually very small Producers and Presenters Budgets and Fees Sponsorship and contra Deals Bar and Hospitality Profits which usually go toward VIP marketing and publications Where do they get spent? Group Sales Brochures Education Brochures Leaflets Trade Show Representation Meet and Greet Events for Customer Development E-Blasts Mail Shots Ads paid and Advertorial DMT Priority Hospitality
As Theatre Owners, although we maintain our brand and image within our own publications, we do not generally undertake commercial advertising; this is left to the incoming producing managements. We try to be self funding by selling advertising space to other productions in our group sales and Educational magazines As a comparison – a major West End Musical would expect to invest upwards of the following sums:
We do however; have a budget for advertising in trade publications for example, Coach Weekly/Monthly, the Travel Trade Gazette and other travel or tourist related publications. Also, we do from time to time share ads and events with our producing partners We also attend a certain amount of trade shows a year
to promote tourist business
– sometimes – with time and with a huge amount of promotional and advertising spend.
We know across the theatre and entertainment industry that 65% of all sales are made by females
Sales Reports
– have you asked the people concerned?
What is Customer Relationship Management – DO YOU HAVE IT DO YOU DO IT??
It represents your market segment It reflects trends and demographics It represents a powerful sales tool for your own use and to exchange with other like minded organisations It offers you the opportunity to communicate with your client base It offers you the opportunity to build customer loyalty What Data do you capture?
How do you break down your analysis?
Data Exchange
– we always employ best practice
Including all levels of Staff from All Departments, associated agencies and other relevant applicable departments and sponsors
to maintaining a good flow of information and keeping staff fresh and alert
and sponsors – DO YOU KNOW HOW THEY OPERATE AND WHAT THEY DO – NO How can you get the best out of the relationship then?
and how you could best improve on your offers and facilities – it will benefjt you and your staff
In summary – budgets for all areas of sales can be large or small, but none of them work successfully unless executed correctly from all sides. A venue only works well if run as part of an overall team. We all depend on each other from marketing and advertising. Communication is vital when an offer is instigated you must notify everyone from the
who will be communicating this to their staff for follow through with the public. Also it is vital to involve all staff including back stage and other casual or volunteer support staff – you will be amazed at the number of ideas generated from the most unlikely sources. Listen to the public – they are our bread and butter, and where as we may not always be able to provide exactly what they want we can at least take on board their views and implement where possible.
THANK YOU!