In a recent post we reported on how many customers do research on the web before a purchase and how many sites they visit.
Where do they look? Good news for the digital marketing teams:
- over 60% visit the show’s website (note while it is not 100%, two thirds said they did research so there is a small percentage that may not use the show website for research);
- 67% of out of town customers used the show’s website as a source of information (which suggests they start with an idea of what show they might want to see).
- 78% of customers visit a theatre website (people could check more than one answer): Playbill, Theatremania, Broadway World, Broadway.com, etc.
- Broadway.com saw the highest percentage with 42%. This is interesting as this was a survey of customers who bought their tickets from Telecharge not Broadway.com (I can say anecdotally I have seen reports where half the sales from people who saw an ad on Broadway.com bought their tickets on Telecharge; how often is that reported on in a meeting?). The percentage of out of town customers listing Broadway.com was larger than those in New York City or the suburbs.
- The New York Times website is still fairly strong but mostly with NYC theatre goers. More NYC residents used the NYT website (38%) than Broadway.com (35%); the NYT site was not cited by as many out of town (30%) or suburban customers (26%).
- Playbill was stronger than the NYT with out of town customers (31%) but less so with NYC residents (24%).
While a significant number of customers reported they visited websites with critic’s reviews (26%), 19% reported they visited websites with independent user reviews such as Trip Advisor (21% of out of town customers). As people could check more than one response, the same customer could have looked at a critic’s review and a customer’s.
Is there a drop-off of customers on the Event Summary page for your show on Telecharge? How helpful is the description that was provided for your show? Does it answer the basic question of what is the show is about in the first two sentences (or less) – what one producer recently called in a meeting “the elevator pitch”? Research has shown people want a description of the show, particularly when making a decision on whether to see a show.
What percentage of customers for your show initiates a ticket inquiry after visiting the Find Tickets page? Is it on the low side? Are all the regular ticket prices for your show realistic? You may be losing customers when they see the prices. Not all price sensitive customers have or know to use discount codes.
There are a lot of potential customers for Broadway in the city, in the metropolitan area or planning to visit New York. It is really challenging to generate interest from those who don’t show an interest in seeing a show; it is probably easier to convert those who are already looking.