26 Apr Theaters, have you taken the right digital turn? | The Digital Zoom - Podcast #3
Over breakfast, the Zoom Digital welcomes around its table actors from the performing arts, who have come to testify and exchange on digital practices related to audience loyalty and development.
Present around the table are Sonia Salhi and Téo Septier of the Ferme du Buissonhappy Arenametrix users. As well as a dozen public and private Parisian theatres which will in turn fuel the discussions.
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You can listen to the podcast of this discussion on Spotify, Deezer, Apple and Google Podcast, which is summarised below.
00'40 - Introduction to the purpose of breakfast. Feedback from Sonia de La Ferme du Buisson about her problems of data use; then time for exchanges on the objectives and good practices of the Theatres around the table.
01'35 - Tour de table of those present at breakfast. Cut off for reasons of confidentiality: representatives of Théâtre La Reine Blanche, Festival d'Automne, Théâtre des Champs-Elysées, Centre des arts d'Enghien-les-Bains, La Scala, GuestViews, Nouvelle Scène nationale de Cergy, Théâtre Jean Arp, and Théâtre Victor Hugo.
03'40 - The challenges of installing a CDP in a structure like File 7 or the Ferme du Buisson.
06'35 - An example of daily use of Arenametrix at the Ferme du Buisson: targeting audiences who have already come to similar events.
09'50 - Ressources SI offers integrated targeting: what is the added value ofa CDP like Arenametrix?
15'20 - Digital campaigns and concrete actions to retain and acquire new audiences (with Facebook lookalike)
17'40 - How effective are campaigns targeted at spectators?
20'10 - Traceability of digital shares to calculate conversions and return on investment.
31'50 - Getting to grips with a tool CDP and how it complements other software.
34'20 - An example of the strategic use of Arenametrix at the Ferme du Buisson: accompanying the reopening of their cinema by planning communication highlights and data collection.
36'50 - Attracting new audiences: typology according to age categories. Building audience loyalty through targeting; what about the different public tariffs?
41'50 - Digital vs. physical communication: what is the right mix? What are the future trends? For example, the Théâtre de l'Europe in Odéon wants to do away with its physical brochures.
47'20 - How to translate in emailing what we were doing yesterday in physics?
52'30 - Is it possible to measure changes in public behaviour and practices with a tool CDP?
54'20 - Towards a modulation of tariffs according to days and time? Example of the Opéra Bastille.
58'20 - Will the physical counter disappear?
1h02'40 - Sonia Salhi's final word: theimportance of taking over a CDP without apprehension.
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Solène Jimenez
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Apolline Locquet
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