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 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.
• An Overview of who her team are – and who she works with? • Which are his theatres? • We sell 2 million tickets a year • Who is Sue Uings? • What are our goals and aims? • What are his productions? • Who is Cameron Mackintosh? • What are his goals and aims? THE BRANDS & COMPANY & PERSONAL OVERVIEW 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. Simply to be the best and offer the best!
These all combine to make YOUR brand! • What is a brand – logo – Artwork Style - Ethos – colour scheme – staff training on artwork and with staff training and building maintenance? – • Does someone control your day to day brand management • Do you have a brand? BRAND MANAGEMENT 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
Plays are less, and those with NO INTERVALS - a FOH Managers nightmare! Commissions from Outside Services linked to your facility – hotel • Certain types of productions enhance Bar Sales – Musicals, Comedies, TV, and celebrity driven productions • Family and High Energy shows generally have a high level of merchandise sales Special sponsors promotions – Bars, Confectionery etc. • Family & Seasonal Shows also drive Ice Cream and soft drink Sales as does hot weather • Discounted and “Papered” shows, generally have low sales all round. For example – our larger Musical Houses will typically have between 81% and 98% ticket capacity. however, potentially they can all be signifjcant! Between £2.27 and £3.63 FOH/bar spend per person and between £1.20 to £1.41 merchandise spend per head. REVENUE STREAMS Below are listed a variety of revenue streams that we embrace, some are obvious, some not so obvious, Ticket Sales Bar Sales Catering Merchandise Ticket Agents Travel Agents Group Travel Companies VIP Hospitality Services Back Stage Tours Theatre Tours 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.
How much are they – well for bricks and mortar in the West End virtually nothing! 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 Where do they get spent? MARKETING BUDGETS For some print runs we encourage sponsorship for example envelope supplies for window and postal sales, Producers and Presenters Budgets and Fees Sponsorship and contra Deals Bar and Hospitality Profits which usually go toward VIP marketing and publications 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
• With business partners – restaurants, hotels, travel companies etc. • Via VIP Services • Via Agents • Via Mail Shots • Via E-Blasts • Via Phone Staff CROSS SELLING, UP SELLING & PACKAGING
• Priority Entry Times • Priority Booking Periods • Group leader benefjts • Cast Meet and Greet • Back Stage Tours and Lectures GROUP SALES & VALUE ADDED INCENTIVES
• Excursions • Partner with other agents and tourist organizations who attend European and World Wide travel shows • Education Live We do however; have a budget for advertising in trade publications for example, Coach Weekly/Monthly, • £30,000 as a weekly running budget • £500,000 as pre production • The Travel Trade Fair As a comparison – a major West End Musical would expect to invest upwards of the following sums: • The World Travel Market • Square Meal ADVERTISING 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 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
DO REVIEWS AFFECT SALES? • The answer is YES particularly in today’s climate where every pound counts • Was it always the same ? - NO! • Can you turn bad reviews around – sometimes – with time and with a huge amount of promotional and advertising spend.
• Do you make decision and form other campaigns based on sales reports? • So many people compile reams of reports but when you actually check – have you asked the people concerned? • What fjgures and Reports do you provide – are they what is required • Checking special promotions via dedicated phone numbers or links We know across the theatre and entertainment industry that 65% of all sales are made by females • Checking special promotions and booking periods via sales • Via promotional codes SALES ANALYSIS Sales Reports only one or two key reports are actually read.
• Into performance genre • Into age How do you break down your analysis? • Post code areas • Family Booking • Sex DATA CAPTURE & CRM • Is the data you are exchanging “safe” we only swap from know venues and sources • Are you permitted to use the data legally – have the patrons opted into the list. • Have you done it? • Offer related • Sex • E-Mail address What is Customer Relationship Management – DO YOU HAVE IT DO YOU DO IT?? • All too many organisations don’t capture data and allow their staff to bypass this function • Data is one of the most powerful tools you have – we always employ best practice What Data do you capture? • Phone Number – Land Line - Mobile • Postal Address • Name 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 Data Exchange
and sponsors – DO YOU KNOW HOW THEY OPERATE AND WHAT THEY DO • Hold regular social events as a group and as departments • Visit Other departments and encourage job exchanges across the company and with other suppliers • Ask for feedback on promotions and offers – your staff are the eyes and ears of the business. – NO How can you get the best out of the relationship then? • Get to know your regular clients and patrons – ask them what they want STAFF TRAINING, TEAM BUILDING AND COMMUNICATIONS • Regular Training programmes and Business Awareness is always paramount and how you could best improve on your offers and facilities – it will benefjt you and your staff • Update Company Intranets on a regular basis • Hold regular weekly and monthly meetings both departmental and company wide. 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
Listen to the public – they are our bread and butter, and where as we may not always be able to SUMMARY – you will be amazed at the number of ideas generated from the most unlikely sources. operations/systems department that enable the offer, to the box offjce and FOH manager, THANK YOU! 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 provide exactly what they want we can at least take on board their views and implement where possible. Know your product! Know your staff! Know your building! Know your market!
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