Where mobile apps need to go.
Event Details. Buying a Ticket. A random push message. So what, big deal.
These are three things that many people would associate with performing arts mobile apps. While event information and transactions like buying a ticket are pretty obvious, the new era in patron/customer engagement is really beginning to gain momentum.
Patrons/customers are beginning to expect that if you ask them to download their organization’s mobile app, you had better deliver some compelling content. It is expected that you do the basics (event information, tickets links, pull in social media feeds, etc.) but the real value comes in how organizations use mobile apps engage with patrons. Not on a purely transactional level, but on a HUMAN level.
Understanding patron/customer interaction from an experiential view is a huge trend. Sharing content leading up to the show creates excitement. Think of a child who’s been told they are going to visit Disneyland in 3 months. They don’t stop thinking about all-things-Disney for 3 months! Organizations that think like Mickey, are are seeing a huge jump in app acquisition as well as retention. But pre-concert engagement is only one early step in getting closer to the patron/customer.
Beyond the Ticket – InstantEncorePushing content as soon as patrons enter the facility and during the show can take them that much closer to the artists and performers on stage. People want to feel like they know the performers and that there isn’t an abyss between their seat and the stage.
And going beyond the ticket continues to other post-show activities, like local dinner or drink offers. Most organizations have local partners, but many love Yelp and OpenTable. So it’s easy to keep the magical evening alive.
It is clearly important to put “butts in seats”, but people have many choices when it comes to spending disposable income on entertainment. Buying a ticket is a transaction. Creating an experience that changes peoples lives is what all great art and performance strives to do. Live performances are special. And those experiences that go Beyond the Ticket are making a difference and will soon be the expected norm.
Please support your local arts!