Ticketing

Offering discounts? If you don’t have a reason for cutting prices and are inconsistent with your offers, don’t expect your customers to play nicely, says David Reece.

Intuition can take you only so far. You’ll be more successful at retaining audiences and reviving lapsed attenders if you use data rather than instinct to develop customer loyalty, says Sarah McAleavy.

The popular misconception that price is the chief barrier to access to the arts has taken hold in the sector, while in reality, price is only one of a complex set of factors affecting engagement with ‘hard to reach’ groups. Tim Baker concludes it’s time to start a debate about the true meaning of affordability.

Visitor attractions are embracing innovative approaches to maximising sales and income. Debbie Richards explains the approach recently introduced at The Roman Baths, a leading heritage attraction.

What can you do if your event is approaching but your marketing campaign isn’t achieving its desired effect? If you’ve got access to the right data, there’s always time to turn the tide, says Paul Fadden.

There are queues around the block for a chance to nab the Citizens Theatre's 50p tickets – an offer that’s available for every production. It’s not just a way of diversifying audiences, it also brings to life the theatre’s history, and civic mission, says Dominic Hill.

James McClure sets out five ways in which smart ticketing strategies can increase customer satisfaction as well as revenues.