As consumers are asked to self-quarantine to protect against the rapidly infectious coronavirus, ticketing and entertainment industries are shifting to provide a new customer experience in the digital age. With the advent of the COVID-19 pandemic, many consumers who would normally visit a brick-and-mortar business or concert venue are now forced to give up their favorite museums, events, and concerts, and travel less.
Ticketing industry trends for 2020 lead with technology, but whether your business provides interactive museum learning, events or theatrical performances, marketing towards your typical audiences will need to fundamentally change—and fast. While it’s critical customer strategy should consider moods and expectations of customers grappling with a new reality, it’s also important how brands deal with this crisis as it will likely shape consumer views beyond this predicament. A spike in online content consumption just may outlast and transform this crisis, period.
One way some of the world’s most famous museums are pivoting for success is by creating online museum tours and virtual events. Google Arts & Culture collection includes the Van Gogh Museum, in Amsterdam, Musee d’Orsay in Paris Tate Britain in London, Smithsonian Institutions in Washington DC Museu de Arte de Sao Paulo in Brazil and Hong Kong Heritage Museum .
Tate became the most visited museum in the UK during 2019 and increased sales through an ecommerce redesign and replatform that increased gift shop sales, donations, online membership, and mobile ticket booking. To increase gift shop prints and customer engagement, guests can upload photos of home areas to visualize prints by color to see which gallery prints would look stylish in their own homes. Want to see what “Starry Night over the Rhone” by Vincent van Gogh looks like in your living room? Guests can choose color, print type, size, and even frame style. For inspiration, check out the Customer Engagement Case Study.
Some nimble theater groups such as San Francisco’s American Conservatory Theater announced they will use recorded previews and share the production with virtual audiences. Berkeley Repertory among others are following suit. Dance or theatrical groups may want to team together with online streaming sites like Broadway HD, All Arts, or Watch Stage to provide their shows on demand.
Members of the Shanghai Symphony Orchestra started offering master classes online as a creative way to connect with fans and combat the tediousness of self-quarantine. Agile festival organizer Modern Sky pivoted from a large festival to live streaming using a mix of videos of artists performing in their homes and previously-recorded sets from past organized festivals across the country. They linked with Bilibili, a Chinese streaming platform, which uses a bullet comment feature to create a sense of community even while many viewers are likely isolated.
The concerns over using cash are mounting and the Louvre Museum in Paris recently banned cash amid the coronavirus outbreak. The decision was made not just because cash can have microorganisms living on the surface, but also to make staffers feel better about returning to work.
Mobile and contactless payment options range from Apple Pay, Samsung Pay, and Google Pay, where consumers use smartphones or smartwatches to pay in stores, to credit cards with a a Near Field Communication Chip,allowing shoppers to hold near a reader to pay. Additionally, businesses can cut down on contact by not requiring a signature at checkout. For more on how to build better experiences, don’t miss Transforming Your Ticketing Platform for the Digital Era white paper.
Whether you need to rebook concerts or need to capitalize on downtime and boost fan excitement, your ticketing business may want to consider affiliate marketing. Affiliate marketing is an agreement where online retailers pay commissions to individuals or companies (affiliates) who promote their products. Nearly 40% of marketers consider affiliate marketing as one of the top ways to acquire new customers. New customers from affiliate partners are significantly worth more—30% more revenue, 27% higher average order value and 3% more orders per customer delivering new customers at a 30% rate. Learn more how affiliate marketing works.
It’s certain businesses managing the coronavirus outbreak disruption will need to become creative, implementing innovative solutions quickly to meet new customer experiences in the digital age. As brands revise their strategic planning during this company crisis, online businesses can find new ways to delight customers using new digital marketing tactics, and maybe in the end, make virtual events and experiences as part of their best practices.
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