27 Nov 4 reasons for cultural venues to intensify their digital strategy
Digital in cultural venues
As we know, the digitalisation of the economy is under way and the cultural sector is no exception. However, we have found that few cultural structures are yet equipped with the tools necessary to implement an effective digital strategy.
Here are 4 reasons why you, the cultural sector players, have everything to gain by intensifying your digital development.
N°1 : Be in phase with the uses and expectations of your visitors
In a world where the visitor experience begins, continues and ends on the Internet, it is essential to question the habits and expectations of your visitors and, more importantly, to question the consistency of your tools with them. Nowadays, you get informed, prepare, compare, book, guide and share on the Internet and via your mobile phone.
In 2019, Booking.com had 18 bookings per second (vs. 1 every 48 seconds in 2010). As we know, cultural visits and tourism are closely linked, since more than 50% of visitors to museums and monuments are people on holiday. This is enough to convince you to intensify your digital strategy in order to be in line with the behaviour of your visitors.
N°2: Offering a quality experience
For many museums and cultural sites, setting up an online ticketing system is not a priority. However, for visitors, being able to buy their ticket online, download it or make changes quickly from their mobile phone is now a matter of course and is proving to be a criterion guiding their choice of places to visit.
This is why it is essential to think about a digital customer booking process to make it more fluid, faster and more efficient. In this way, you will be able to offer your visitors a better quality of welcome from the moment they make their reservation. You will be able to send them practical information about your structure thanks to the e-mail addresses collected during the ticket purchase process, allowing them to prepare their visit serenely. Moreover, this will allow you to better manage theflows and waiting times.
The use of satisfaction questionnaires are also effective in improving the quality of your offer, by learning about the factors of dissatisfaction and satisfaction you will be able to react and improve the visit experience accordingly.
Today, thinking the digital path of its audience (before, during and after the visit) is paramount!
N°3 : Controlling your sales
Setting up an online ticketing system is not just opening up a new distribution channel. The stakes here are twofold.
On the one hand, it is a question of keeping control of your commercial policy since you manage the pricing, offers, special operations, subscriptions... and therefore your revenue !
It is also a question ofimage. The risk here is that intermediaries may appear, who could capture your customers. This could lead to confusion in terms of tariffs but also in terms of identity.
No. 4: Developing and retaining your audiences
The multitude ofdigitaltools andactions at your disposal should be seen as a way to develop and retain your audiences and thus increase your ticket sales.
First of all, the use of digital tools allows you to get toknow your audience thanks to data retrieved via online ticketing, newsletters, access controls, contests... As part of a strategy to build audience loyalty, this information is essential, especially when you send them messages containing new information, subscription offers, ideas for visits similar to theirs...
Then comes the maximization of your sales via digital communication made possible by the collected information. Indeed, reaching the right person, at the right time with the right information will increase the impact of your communication campaigns. To do this, you need to effectively segment your visitors, in particular by using tools CDM, according to socio-demographic criteria, their purchasing behaviour, their interests, their loyalty, their location... You can then address each segment with a targeted and personalised message.
Finally, digital should allow you to reach new audiences. Here, too, this means having a thorough knowledge of your visitors. The use of targeted ads on the statistical twins of your targets will allow you to reach people similar to your existing audiences.
Implementing a digital audience strategy means establishing a virtuous circle: knowing, listening and involving your audiences to better reach them and build loyalty.
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