AudienceView Selected by Jefferson Live!

AudienceView is the new technology partner of Jefferson Live!, the umbrella producing company for the historic Cascade Theatre of Redding, California and the Holly Theatre of Medford, Oregon.

Now live on AudienceView, the Cascade Theatre hosts a wide range of arts and cultural events, including theater, concerts, dance and film presentations.  As a regional cultural hub, the Cascade is home to the Northstate Symphony, Jefferson Repertory Company and Redding City Ballet, and supports the creative work of numerous local and regional cultural organizations.  It seats just over 1,000 patrons and hosts more than 120 events annually.

AudienceView will be launched at the Holly Theatre once its historic $4.3-million renovation project is complete.  With seating for approximately 1,000 patrons and special events space for up to 200, the Holly expects to grow quickly to over 130 events annually.   The re-opening of the Holly will double the organization’s use of the AudienceView platform, which will manage services for venues in two states using one secure database.

All of the functionality in AudienceView is being used by Jefferson Live! to create a remarkable service experience.  These features include integrated online and social ticketing, e-commerce operations, memberships, customer relationship management (CRM), fundraising, in-venue sales, marketing and analytics reporting.  In addition to helping increase revenue, AudienceView is improving service for all patrons, including the loyal members who bought 75% of inventory during membership presales.

“AudienceView is delighted to be supporting the mission of Jefferson Live! and its historic theatres in fostering the arts and enriching the culture of these two communities,” said Maureen Andersen, Vice President of Arts and Entertainment for AudienceView.  “Our technology is having an immediate impact by creating a more efficient environment so that the marketing, ticketing and service  teams can spend more time focused on getting to know their customers, building lasting relationships and creating fantastic experiences that feed lifelong memories.”

University of Northern Colorado to Launch AudienceView for Campus Ticketing Operations

AV15-ClientAnnouncement_UNC_710-270-bannerAudienceView has been selected as the new campus-wide ticketing solution for the University of Northern Colorado (UNC) following an extensive, industry-wide RFP procurement process.

The solution will drive traditional and online ticket sales, including integrations with social platforms, customer relationship management (CRM), marketing and content management across their performing & visual arts, athletics and student activities campus programs.

“UNC believes in the growth of their e-commerce revenue potential and AudienceView’s dynamic, user-friendly solution is ideally suited to help increase earned revenue and improve the customer experience,” said Maureen Andersen, Vice President of Arts and Entertainment for AudienceView. “We are delighted to welcome UNC to AudienceView’s growing family in Colorado and as another full-campus user of our complete entertainment business solution.”

Making the Most of Performing Arts ‘Dump Months’

In almost every area of the entertainment and events industry, there is at least one time of year that is less than optimal for engaging audiences.

In TV, many long-running series get cancelled after being moved to the Friday Night Death Zone. Remember Prison Break and Ugly Betty?

Early July is the timeout period for almost every major sports league.

The very start of the school year and the holiday season are referred to as the Off Season Dead Zones for most museums and cultural attractions.

Ticketed entertainment is no different and the performing arts’ ‘dump months’ are right around the corner.


What’s the story behind the idea of the dump months?

The idea of the dump months comes from the film world, where the industry quickly formed the belief that the months of August, September, October, January and February were a good dumping ground for films that studios felt would fail.

Much like any area of the arts, films are produced for different reasons. Some because actors want to remain connected to cinema as art or as a pet project by someone with a lot of industry pull. Others are politically driven, perhaps so a stmarquee-dump-monthsudio can develop clout within the festival circuit. Or else a title is expected to be a tent pole film when it is developed, only to be produced into a movie distributors know will come up short of predictions. All of these categories are the movies that get scheduled for release in the dump months.

If you look at the five movie dump months, you’ll see a few trends:

  • People have less disposable income after expensive annual events: there are always costs that come with the start of the school year and the holidays
  • There are competing priorities for entertainment: think television premieres, performing arts blockbusters and major sporting events like the Super Bowl and Olympics
  • Other industry factors blocking major releases: eligibility for major awards ends the last week of December and summer blockbusters are released at the start of the summer

All in all, the dump months are not the best time to draw huge crowds of moviegoers. That same idea has now spread to the performing arts.


The dump months in live entertainment

Though not as defined as the film industry, the performing arts dump months generally come between blockbuster productions. Opening and closing a season with a blockbuster and adding a third audience favorite, like a holiday show or a mid-season audience blockbuster, is the typical arc for a year’s programming.

Perhaps you have an upcoming show that has a bit more of an edge. Or one that your Artistic Director is looking to test in the market between the season opener and a holiday staple. Regardless of which it may be, the dump months are coming from mid-October until at least the American Thanksgiving long weekend.


Are the dump months a bad thing for an entertainment or performing arts organization?

While the dump months for an organization sound like one of the worst times to be in the ticketed entertainment industry, these weeks can be a catalyst for creativity.

Many artistic departments use the dump months as a time to showcase experimental content and the same concept can be applied for complementary administrative activities. There can be just as much creativity in the front of house as there is on stage and ticketed entertainment professionals can be as experimental as their artistic counterparts.

You shouldn't expect a full house during the dump months, and that's okay!

You shouldn’t expect a full house during the dump months, and that’s okay!

If you look at the projections for mid-fall and late-winter productions, I’ll bet that an entire run of the new show your organization is testing would be the equivalent of one night of your holiday production. Your blockbusters use tried-and-tested strategies to earn revenue from group sales, merchandise, concessions, field trips, donations and anything else you do to engage your customers. These are classics and they bring in audiences, so you can’t discount their importance.

But you also can’t discount your own innovation and your desire to try out new strategies on a sample group of customers.

The dump months provide a perfect opportunity to do so. Especially as your attendees are often your most loyal patrons, whose subscriptions include tickets to these harder-to-sell shows. These audience members love your organization and want to experience your growth, and this isn’t limited to artistic pursuits and they are likely the ones to give you the most candid feedback on your new initiatives.


Using the dump months to your advantage

The appeal for loyal patrons to attend a cutting-edge show is to experience it before it becomes a blockbuster – to be among the first to enjoy how your organization grows. But this shouldn’t be limited to what they see on the stage or on screen.

Here is where the magic lies in the dump months. Your loyal patrons are eager to experience something new in every step of their journey. Is there a new front of house enhancement you want to try out with an audience? What about a new fundraising campaign that’s a little crazy? Or how about a unique piece of merchandise that might get people talking?

Many of us fail to try something edgy in the arts because absolutely every dollar counts as budgets become even thinner, yet dump months are the perfect time to see if and how new strategies are adopted by your customers.

If it’s a success, you’ve unlocked the next great strategy to advance your organization during next year’s blockbuster.

And if it fails? The great thing is that you tried, learned something new and now know your patrons even better.

The dump months are a great time for everyone to experiment with new ideas. Artists bring out shows that may only play once, and you can do the same. If your new idea gets a standing ovation from customers, bring it back for an encore! But if you face a flop, no one will remember because your holiday blockbuster weeks are just around the corner.

Marketing Your Fundraising Properties

Fundraising and marketing departments are some of the biggest friends and foes in the live event industry. They often work side by side and share resources, but it can quickly become a competition if marketers become concerned about cannibalizing ticket sales because of too many donation campaigns, and vice versa for your development team.

Those of us who specialize in these two revenue-generating areas can forget that both fundraisers and marketers have the same goal – to create long-term relationships between audiences and an organization.

I recently presented on the art of fundraising at the Arts Marketing Association Conference in Birmingham, UK. This is a hot topic for cultural industries worldwide, as evidenced by the standing room crowd that spilled over into the halls during the early morning session!

To prepare, I spoke with development professionals from the United States, Canada, the United Kingdom, Norway and The Netherlands. Each of these markets has different nuances when it comes to earning contributed revenue, but there are patterns that relate to interacting with donors and why this is important for any organization as a whole.

When you contrast European and North American ecosystems, Western Europe traditionally has the most public funding while Canada and the USA rely more on private support. However, even this is changing as more and more governments require arts organizations to earn contributed revenue from corporate and individual sources.

This is no doubt a learning curve for most organizations and it’s hard to know where to begin. But if you’re just starting out as fundraisers for your arts organization, you probably have more skills than you realize.


The Gateway Playhouse recently switch from a commercial to non-profit model Better Together

Fundraising and marketing use the same procedures to earn revenue – each department is just hypertargeting their efforts to different people in the customer pipeline.

Marketing is the first department to target a customer. They focus on the masses to attract new audience members, and then cultivate those who attend their first event into a repeat buyer and hopefully a subscriber. Once the customer is passionate about your organization, development can take over to deepen the relationship and offer an expanded customer experience. Marketing principles are critical to success in both of these areas, and it starts with knowing how to position your offerings so that your target audience will be motivated to act.

The Gateway Performing Arts Center of Suffolk County is an excellent example of an organization that transformed its model based on a deep understanding of its customers.  It transformed from commercial theatre into a non-profit. The switch was very recent and incredibly successful!

Strategic communications to The Gateway’s subscribers described the change and how it would allow the team to offer a more interactive experience.

“Commercial theaters don’t really provide the opportunity to build a personal relationship with their donors,” explains Scot Alan from The Gateway. “Because The Gateway is now a non-profit organization, we have a team dedicated to knowing our donors and how to make the experience valuable for them.” Marketing Your Fundraising Properties

Understanding Donors is Key

The Dutch National Opera and Ballet has faced numerous changes in the last few years. These include a merger of the ballet and opera under the same organizational umbrella and a change in the funding model for the country, which requires the organization to raise contributed income to receive government grants.

“Our audiences are very different,” describes Teun Westhoff, Fundraising and Relationship Manager for the Dutch National Opera and Ballet. “Ballet is a much more popular and accessible art, while the opera is viewed as a more exclusive experience.”

Instead of trying to make ballet and opera relevant to everyone, the organization separates the art forms and their corresponding fundraising efforts to offer the best experience for each donor.

Having a thorough knowledge of your donors is not limited to individuals, but also extends to public funding bodies and sponsors as well.

“If there’s ever an option on a grant application to call someone with a question, I do,” says Scot Alan. “This is a relationship you need to cultivate as there’s always a person behind that government grant or that sponsorship your organization is receiving, and it’s vital to make sure this person feels comfortable with your organization.”

Same Goals, Different Tactics

Marketing and fundraising use different strategies to reach the same goals. For example, a development professional will use personalized notes to target specific donors while marketers send mass communications to wider target audiences. Other differences that are important to recognize include:

  • Heightened sense of urgency in fundraising. It is more personal and immediate than marketing.
  • “The business of no.” Rejection is expected in this area of the arts, which adds stress to the work that fundraisers do.
  • Marketing has to work around artistic programming as opposed to generally creating “the ask” as fundraisers do.

So what is the key to success to marketing your fundraising initiatives? It really begins with understanding that fundraising and marketing are one and the same – they’re just positioned in different spots along the pipeline of cultivation.

Ticket buyers become subscribers.  Donors are ticket buyers.  These are not separate audiences, so it makes sense that marketing and development teams can benefit by working together.

AudienceView to Implement Integrated E-Commerce and Ticketing Solution at Princeton University

Princeton News Release

TORONTO, Ontario, Canada – May 19, 2015AudienceView, a world leader in e-commerce software for events and entertainment organizations, today announced that it will implement an integrated e-commerce solution to manage ticket sales for events ranging from athletics to performing arts and concerts at Princeton University.

“We are delighted to have been selected to work with Princeton University and to welcome them as our fourth Ivy League school joining Harvard, Yale and Dartmouth,” said Mark Fowlie, CEO for AudienceView. “Our solution will enable this world-renowned university to focus on the overall customer experience as efficiently as possible while managing ticket sales and other transactions in a single database. AudienceView’s ongoing solution upgrades will also enable Princeton to remain on the leading edge of technology to support its ticketing system well into the future.”

AudienceView will provide Princeton with a web-based platform that includes traditional and digital ticketing, fundraising, customer relationship management (CRM), online content management, marketing and business intelligence.

The fully integrated AudienceView solution improves operations to support increased ticket sales and enables secure sharing of data between departments. Princeton will also have instant, real-time access to the results of ticket sales, marketing and fundraising campaigns, which will provide enhanced insight and the ability to immediately see which initiatives are most effective.

About AudienceView

AudienceView is a complete entertainment business solutions provider. With approximately $2 billion in annual transactions, our innovative, engaging software is helping more than 550 venues in 15 countries deliver exceptional shopping, in-venue and overall customer experiences. It also powers self-serve e-commerce, ticketing and events management portals, which can be used for events of any size or type.  Learn more at, or connect with the company on Facebook and Twitter.

Media/interview requests:

Christine Payne
Primoris Group Inc.
+1 416.489.0092



The Importance of Volunteers – Your Best Customers

This week in North America, non-profits are celebrating National Volunteer Week with those who give up their time to contribute to their organizations.

Like many people, I am a regular volunteer for causes I care about and have had the pleasure of going to a couple parties this week in celebration of National Volunteer Week.

I like volunteering.

It’s a fun way to get out and meet new people and usually the benefits of volunteering go beyond whatever compensation you get from doing so.

When I speak of compensation, I don’t mean money, but the ancillary benefits you get by doing a shift. I volunteer every week for a community dinner program and they feed their volunteers. I give my time as an usher to a non-profit theater and they give us free tickets.

Most non-profits will give something on top of the opportunity to volunteer in exchange for your time, whether as a measure to attract volunteers or because they really want to show their appreciation, but volunteers around the world can certainly agree that being appreciated is the best compensation you can receive, especially because they usually have a huge affinity to the organization itself and love to feel like they are an important part of the team.

Non-profits in the arts and sports are highly dependent on volunteers. Whether there’s a need for someone to man the merchandise table at a theater, a team of people to sell 50/50 tickets at a sports game or someone to come in and do some filing for the accounting department at an arts organization, non-profits in our industry would not be able to function without volunteers.

Many organizations realize this and treat their volunteers well, but it definitely is a unique relationship and likely not optimized for either party. Volunteers are part of a non-profit’s workforce and it is tricky to manage their growth and development or, even more difficult, their termination, since they are not paid.

Anyone who has had to fire a key volunteer knows how hard it can be to let someone go. Not only is it tough because you know they’ll be hard to replace, but it’s stressful because volunteers are your most passionate audience and you know you may drastically change their opinion of something they hold so dear to their heart.

In fact, an often forgotten idea when it comes to volunteers is that they are customers. In fact, they’re your best customers.

These people love your organization so much that they are willing to work for free! No wonder they deserve an entire week of celebration.

It makes a lot of organizations uncomfortable to think of their volunteers as customers, even though they can be your most lucrative.

Many non-profits will ignore marketing to their volunteers, other than for continuing their commitment of time to the organization.

Organizations may feel guilty and think that they ask enough from their volunteers and wouldn’t dream of asking them to spend money with their organization, so they exclude them from marketing activities. However, volunteers are likely to be your most profitable donors, your biggest spenders as customers and your champions for peer-to-peer marketing.

Thank you Volunteers Because these people love you enough to give up time to your
organization, they clearly want to be connected to you in any way possible. Volunteers may want appreciation for their time, but they also want you to validate their love for your brand. Asking for a donation – small or large – is likely to yield huge results because these individuals want to see your organization succeed. They see all the benefits donors get and they want to be part of this club – but are you inviting them to do so?

The same principle can be applied to your sales. Although someone gets a free ticket to see your event, if you drilled down to find out their motives for volunteering, very few would say they do so for a complimentary seat. They do so to give back and feel connected.

Marketing to volunteers for anything from merchandise to special event tickets to exclusive volunteer opportunities can bring you incremental revenue. While it may sound strange to market a season subscription to your volunteers who come to every performance and work as ushers, you’d be surprised at how many would likely buy a subscription to enjoy your events as a customer instead of a volunteer (but still continue their commitment as a volunteer because they love you). They want to enjoy the show and may like a night off from working at an event to just sit back, relax and enjoy the experience.

Volunteers take great pride in their connection to the organization and marketing anything to them that allows them to celebrate their involvement is likely to be a hit. Whether it’s an exclusive behind-the-scenes party for volunteers that has a nominal admission fee or merchandise that you can only buy as a volunteer (say a coffee mug or key chain), volunteers are likely to buy enough of these items that they’d sell out (I know I would).

Finally, volunteers can offer valuable feedback and free marketing for your organization. Volunteers want to talk about giving back and the organizations they give back to. They are your best source for peer-to-peer promotions. They can be a great source of free market research when it comes to testing a new strategy out for your organization. They are your brand champions and your consumer tribe and they want to help your organization as much as they can. They will be candid with you when providing feedback.

But for all these items, volunteers need to be asked to take action. Because of your pre-existing relationship with these individuals, they may feel awkward making a purchase or donation on their own without being invited to do so. It’s hard to do the first time, but the key to a successful relationship with your volunteers is asking them to increase their involvement. They don’t want to overstep their role as a volunteer, but they definitely want to expand on their relationship with you.

Your volunteers are your best customers. Obviously you need to be strategic in your marketing pursuits when reaching out to volunteers, but don’t forget that they want to be involved with your organization and support it in any way they can. They might like getting that free ticket, but they will give you a lot more if you just ask them to.


My Journey to Scotland (Part 5) – The EIF Comes to a Close

And then all of a sudden, it was the last week of the Festival!

Here at the EIF, we are continuing to have many performances each day and preparing for our final event, the Virgin Money Fireworks Concert, which happens on Sunday night.  This annual closing event draws 15,000 people from all over the city and the world to celebrate and mark the end of the summer Festival season that Edinburgh is known for. The concert by the Scottish Chamber Orchestra features classical music played from Princes Street Gardens and a spectacular fireworks display from the Castle.

We at Hub Tickets and EIF have been preparing for weeks for the big closer. When we went live with AudienceView, we decided to utilize the print-at-home ticket option to allow customers to have a better experience by printing their e-tickets at home and allowing our collection lines to decrease as well.

For the Fireworks Concert, we’re planning for three different entry points at Princes Street Gardens with four scanners at each gate (shout out to fellow AudienceView users Aberdeen Performing Arts – thanks for the letting us rent the additional eight scanners).

The EIF comes to a close this weekend We are scanning at each entrance using Wi-Fi hotspots for connectivity. After successfully using this method at our in-house events at The Hub, we are looking forward to using this method on a grander scale. We are also interested in analyzing the data from our scanning – looking at the traffic flow, peak times for people entering, and using the lessons learned to see how we can improve the experience for our attendees next year. There’s a first time for everything and it will be our first experience scanning at the gates – wish us luck!

Our marketing department has been busy preparing for the final event by presenting two interactive activities for people of all ages.

The first on-going activity with the Virgin Money Fireworks Concert is the poster competition. EIF has invited budding young artists between the ages of 5 to 12 to use their imagination and create a Fireworks poster. The exhibit of the winning posters has been displayed at the Virgin Money Lounge in St Andrews Square, and the winners will be able to enjoy a behind-the-scenes tour of the fireworks set up at Edinburgh Castle, a workshop with the Scottish Chamber Orchestra, and attend the concert with their family, on the house.

Another really cool and interactive project that our marketing team has developed in concert with the Fireworks event is the Fireworks app. With the app, you can create your own fireworks display to accompany Tchaikovsky’s 1812 Overture by building a display before the concert and having it ignite, perfectly timed to the music of the Scottish Chamber Orchestra.

The Scottish Chamber Orchestra has been out and about promoting the concert with our marketing team – check them out at Waverly train station.

The end of the Festival is near, but that doesn’t mean the fun stops! At Hub Tickets, we’re looking forward to selling tickets for the Celtic Football Club, Scottish Rugby, the Lammermuir Festival, and other events across the city and country.

We have been able to manage our many EIF events with teamwork, communication with our venues and departments in the organization, and a little caffeine doesn’t hurt either – we very much appreciated the Red Bull delivery to the office in Week 3, as it helped us maintain our stamina and carry us forward to the end of the Festival.

If you want to be part of the Fireworks from home, be sure to download the app and follow along on Twitter using #VMFireworks – the fun starts at 9:00PM GMT on Sunday.

About Caroline 

Born in Scotland, raised in South Carolina, work experience in DC, and now living in Scotland again, Caroline Martin has a passion for the arts and entertainment industry with time spent working at universities, festivals, theatres, and museums. Caroline has a BA in Art History and Music (Vocal Performance) and is completing a Masters in Nonprofit and Association Management.  A long time AV user, Caroline has had an interesting journey as part of our community that has taken her career to exciting places, which she is sharing with us over the course of the summer.  

Talking Innovation, Competitive Advantages and the Future of Digital with The Lowry’s Rachel Miller

After spending three years as Head of Ticketing for The Lowry and Quaytickets, Rachel Miller is taking on a new challenge. Promoted in June, she is now Director of Marketing and Communications for The Lowry.

In her new role, Rachel is continuing to unlock value for her organization, which has partnered with AudienceView since 2010 to manage two diverse businesses – theatre patrons at The Lowry and regional customers and clients at Quaytickets – with a single solution.

In a recent interview with AudienceView, Rachel shared her thoughts on innovation and the role data plays in the ever-increasing competition for consumer’s leisure spending. She also offers some advice to current and prospective AudienceView clients, makes a prediction about the future of digital ticketing and shares her idea of a dream vacation!

Name: Rachel Miller

Time in Entertainment Industry: 20 years

Past Organizations: Ambassador Theatre Group (ATG), Live Nation

Dream Vacation Destination: The Seychelles

Why the Seychelles? Looks beautiful, it’s hot and she’s never been. “I love the sun!”

Rachel is a strong believer in innovation and the vital role it plays in all parts of an organization.The_Lowry_logo

“Without innovation, you stand still and you don’t look at things in a new way,” says Rachel. “I think innovation, creativity, entrepreneurialism – they’re all very important aspects of any team, not just a marketing team, not just ticketing, but any organization.”

The ability for organizations to examine their data in real-time and at a deeper level is also important, helping organizations control the overall customer experience, create personalized marketing programs, uncover patterns and connections, understand how customers are engaging and more. Why?

“There are a lot of things competing for people’s spend, so understanding our customer we can really start to direct the right messages to them, we can communicate with them in the right way, we can change the way we market to these people,” Rachel explains. “So rather than a blanket email, we might send five emails out for a show because we use a different language for each of the different customers. You have to really hone down into what that customer needs, what is suitable to their tastes and their requirements as a customer of the organization, and understand how they make the journey through your organization. So let’s say we’re collecting data from the restaurant, the box office, through development and as well as through learning and education. We may have known in the past that they bought a ticket to the show, but now we’re able to say they’ve also eaten with us, they’ve also engaged with us through our learning and education program, they’ve also donated or helped us from a traction perspective. Getting that whole journey, getting that whole picture of the customer really helps us with regards to maintaining a relationship and also hopefully developing a relationship.”

The Lowry and Quaytickets take great pride in their partnership approach with each of their clients. This underlying organizational style is achieving revenue growth while maintaining a personal touch. AudienceView is proud to play an active role.

Lyric Theatre at The Lowry (Photo by David Lake)

Lyric Theatre at The Lowry (Photo by David Lake)

“AudienceView have been extremely supportive of our organization and has really made huge efforts to understand our business and understand how they can support it. They are very much engaged with us, look to understand what our requirements are, look to understand where we are trying to grow our business and have really helped us with regard to how we use the solution,” says Rachel. “I always call out the fact that AudienceView is almost like a dictionary [of available features and functionality] from A to Z. We used to be at about G but I think we’re getting towards M now. There’s always going to be more that the system can do that we don’t know, so by AudienceView understanding our business and understanding our needs they can help us maximize what the system can do for us. I think that has certainly helped us with regard to growth, certainly with the number of clients because of the range of services we can offer. Probably one of the most pointed areas is the ancillary income that we’ve been able to generate also through the ticketing circles, while there’s the purchase of the ticket, add ons and all of the extra ancillary sales and purchasing data that we can do as part of that transaction.”

At Quaytickets, AudienceView “allows us to offer a white-label solution to a number of different clients, so we have upwards of 20 white-label sites. It’s a great service that we supply to our clients,” Rachel explains. “I don’t think that is something that other ticketing providers would be able to offer, that sort of flexibility.”

The Lowry and Quaytickets also place a high value on the stability of the AudienceView solution. Additionally, Rachel describes the data they can extract via Business Intelligence reports as a “huge advantage to us.”

Moving Mountains in Marketing

While it’s still early days in her new role, Rachel sees AudienceView playing an important part in helping to advance The Lowry’s marketing efforts.

Patrons at Lyric Theatre (Photo by Percy Dean)

Patrons at Lyric Theatre (Photo by Percy Dean)

“We’re going to be looking at how we are tracking customers and tracking their transactions a lot more, following the audience patterns through the advertisement or other media that gets the message out about the show through to the person making the transaction. While we use AudienceView at the moment, it’s a case of how we can use it more. I think linking up all the stuff that we are doing from a marketing perspective and seeing the results in our sales is going to be a link that will probably become much stronger.”

Rachel continues, commenting on the fact that they can track every single piece of marketing activity and see the return on investment straight away.

“Being able to add correspondence codes to all of our [marketing] activity so that we can get a return on investment is vital. Putting [codes] into as many different mediums as possible that we’re advertising to is vital. We’re also looking at high frequency and high spend, running reports to look at customer tendencies over a period of time and how those tendencies have been reflected in the amount of spend that they’ve made with the organization and what they are doing when they are here at the building.”

These reporting capabilities are, Rachel believes, critical to help grow a business. Her words of advice to new AudienceView organizations that may wonder how they’ll learn to make use of all this data and functionality? “Don’t be frightened!”

Stressing that the AudienceView user community is warm, welcoming and supportive of its industry colleagues, Rachel offers another piece of advice to current and prospective users.

“Make the very most of things like AVConnect, make the very most of the [Google] Hangouts that you have and speak to other AudienceView users because there is a lot of support…We talk to each other quite regularly, even without AudienceView initiating that, so the network of users as well as AudienceView networks, make the very most of them.”

Bringing our interview full circle, Rachel shared her thoughts on what she hopes digital will bring to the entertainment industry in the future. Beyond Facebook and Twitter, she sees it as something exciting and larger than life.

“One thing that would be lovely to move forward in the future [is] that on the front windows of buildings you’ve got a touch screen where you can look through the season’s guide, see what’s happening and purchase a ticket without even talking to somebody.”

She describes this type of future, saying “it’s big, it’s massive, it’s very impressive,” and adds that the prospect of a practical link between this type of digital initiative and making a purchase is quite exciting.

We couldn’t agree more.