15 July 2019How visitor behaviour data helps drive museum footfall
Learn how reporting and data can help drive footfall at your museum
VenposCloud can make your marketing more powerful, enhance your customer experience and increase your customer spend
As an exhibitor at the recent AIM National Conference the Vennersys team had a unique opportunity to talk to museums nationwide about how software can support their marketing and enhance their visitor experience. Here’s why the right visitor management system makes your marketing more powerful, enhances your customer experience AND increases your customer spend!
What is it about your museum that makes visitors choose you? Then when they come, where do they spend their money?
Being able to answer these questions is key to any kind of forward planning, but being able to bring all the relevant data together in one report can be far from easy. Often it has to be extracted from multiple systems running different aspects of your site, from the gift shop to the tearoom, café and turnstiles.
One of the key reasons museums approach Vennersys is to help solve these issues so they can answer these questions at the touch of a button, which is crucial in a sector which is time poor and relies on staff undertaking multiple roles supported by a voluntary team.
At Kelmarsh Hall & Gardens all of these processes from visitor numbers to gift shop sales were being written down and input – which was extremely time-consuming – while at the Museum of East Anglian Life finding a more efficient entry system which could cope with memberships and Gift Aid donations became essential when they began hosting weddings, community events and festivals.
Our powerful CRM marketing module can be used in conjunction with email automation software to ensure the right message is being delivered to the appropriate audience. For example, when data shows your current exhibition is attracting new and unique visitors, you can use automation in your email software to automatically send these visitors details of your loyalty card, membership scheme or how they can save money on admission next time.
Chloe Brett, marketing officer at the Museum of East Anglian Life
“Our tills can now handle admission tickets and memberships, which is crucial, as they’re an area we’re trying to grow and they are an important source of income to us. The Vennersys CRM also helps massively here as we have a lot of members and it allows us to access information to do mailshots whereas before we couldn’t get the data easily.”
“Previously with Gift Aid we were having to get people to write down their postcode on pieces of paper and process those, so the integrated till system has made everything quicker and easier. As a charity with a small staff any time we can save is fantastic.”
“Finally, the new system means we’re now able to pull off lots of different data for reports and break data down so we’re able to do far more targeted marketing. It also means our director, who’s constantly reporting and pulling together funding bids, can get access to everything she needs in one place and doesn’t have to ask around for all the information she needs when she needs it.”
Insights gained from your data can also create compelling marketing campaigns tailored to your audiences behaviour.
A one size fits all approach doesn’t work in marketing and as your visitors are being bombarded with emails, using data as a catalyst for your marketing messages guarantees your marketing communications are relevant and don’t end up being marked as spam.
There are many systems out there which unify ticketing, memberships, CRM, event management, retail and hospitality into a single platform, but the key is to identify the functionality and features that are crucial for your museum.
With over 25 years’ experience delivering ticketing and EPoS solutions to a variety of leading visitor attractions, Vennersys are UK based and we provide world class software and service solutions.
Want to find out how Vennersys can help streamline your system? Contact our team today on 01922 472 044 to speak to a Vennersys advisor or email firstname.lastname@example.org