Culture Segments TagTool turns names and postcodes into people.
Ticket buyers, visitors, members, supporters, or those simply signed up to your mailing list; you’ll want to increase the number of people you tag so make sure you take every opportunity to ask the Golden Questions.
Online booking is a great opportunity to put the Golden Questions at the end of the booking path.
But don’t just rely on when people book to capture data. Support this with an occasional send-out to your entire database and pick up more data by adding the link to your email newsletter.
Consider using the Golden Questions as part of your new or lapsed bookers strategy.
For example, send the link to those who’ve not been for some time and say you hope to entice them back with even more relevant offers.
Or welcome your newly-won visitors with a post-visit email inviting them to personalise what information you send them next.
The Royal Albert Memorial Museum in Exeter provides the Golden Question as a way of stating preferences when people sign up to the free membership scheme.
98% of their members are therefore segmented.
Incentives always increase response rates (you only need one winner so it doesn’t have to cost the earth) as does assuring them it will only take a minute and telling people why you’re doing this.
Thanks to the Australian Chamber Orchestra, Royal Northern College of Music, Royal Albert Memorial Museum and The Lightbox for letting us share their Culture Segments TagTool sign-up material.