heather maitland presenting at the business of fun 2011
DESCRIPTION
Heather Maitland's seconfTRANSCRIPT
ARTS FESTIVALS OVERVIEWARTS FESTIVALS OVERVIEW
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
Festivals Scope
41,000 ticket buyers194,000 tickets worth €3.7 million1,733 performances
HOW ARE WE DOING?HOW ARE WE DOING?
Festivals: Average number of events
2010: 1332009: 164
Festivals Large scale Under 500
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
Festivals Large scale Under 500
Festival ticket sales: % capacity
2010: 49%19%
72%
Ticket sales: % capacity
2010: 49%14%
80%
Festivals Large scale Under 500
Comparison with 2009
Festivals Large scale Under 500
EVENTS
FEWER MORE
HIGHER
LOWER
% CAPACITY
EVENTS
FEWER MORE
HIGHER
LOWER
% CAPACITY
Spread the audience more thinly
EVENTS
FEWER MORE
HIGHER
LOWER
% CAPACITY
Spread the audience more thinly
Concentrate the audience
EVENTS
FEWER MORE
HIGHER
LOWER
% CAPACITY
Spread the audience more thinly
Concentrate the audience
Increased impact
EVENTS
FEWER MORE
HIGHER
LOWER
% CAPACITY
Spread the audience more thinly
Concentrate the audience
Increased impact
Reduced impact
Concentrate the audience
Increased impact
Spread the audience more thinlyReduced
impact
Trend organisations
Consistent cluster of 17 organisations involved in the project from the beginning
Means we can compare year on year
ARE WE MAXIMISING ARE WE MAXIMISING OUR INCOME?OUR INCOME?
Festivals:% of tickets sold at full price
2010: 73%14%
100%
Complimentary tickets
All comps: 12%Excluding ‘paid for’: 10%
Ticket prices: Festivals
Offer price: €18.76Ticket yield: €19.33
ABOUT AUDIENCESABOUT AUDIENCES
HOW GOOD IS THE DATA?HOW GOOD IS THE DATA?
Capturing names and addresses
Absolute minimum: 75%OK: 85% or moreExcellent: 90% or more
Festivals: Data capture rates
2010: 90%71%
100%
Data capture rates
2010: 89%25%
100%
HOW MUCH DO THEY HOW MUCH DO THEY LOVE US?LOVE US?
Six + events
Festivals
Six + events
Three + events
Six + events
Three + events
Two events
Six + events
Three + events
Two events
One event
Festivals: Average number of events in 2010
2010: 1.91.3
3.6
Festivals Large scale Under 500
2009
2010
2009
2010
2009
2010
Continuing
New
Deficit
Continuing
New
Reactivated
Keeping first time ticket buyers
Percentage of first time ticket buyers at festivals in 2009 who also bought tickets in 2010
18%
Continuing
New
Reactivated
Continuing
New
Reactivated
ARE THEY BOOKING ARE THEY BOOKING LATER?LATER?
IS OUR MARKETING IS OUR MARKETING WORKING?WORKING?
Marketing spend per seat put on saleincluding staff costs
Average for Festivals: €10.22 €3.57
€25.17
Festivals Large scale Under 500
Festivals Large scale Under 500
RETURN ON INVESTMENTRETURN ON INVESTMENT
RoI including staff costs
Average for Festivals: €2.06 €0.35
€9.87
Festivals Large scale Under 500
Website visits (000s)
“International” Festivals: 85K 10k
160k
Increase in traffic to festival websites
Six festivals supplied data in 2009 and 2010
+45%
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
Overseas visitors
Website visits from outside Ireland
34%
Overseas visitors
Website visits by country (000s):UK: 312kUSA: 305kGermany: 55kNetherlands: 30kFrance: 23kCanada: 18kSpain: 15k
Emailing response rates
Average for Festivals: 7% 1%
24%
Facebook referrals (% of all visits)
Average for Festivals: 4% 1%
13%
Pay Per Click Advertising (000s)
Ave no of impressions: 1,000k 1k
4,000kFestivals
Pay Per Click Advertising
Ave click through rate: Festivals 3% 0.04%
17%
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