author SOR, Published in the newsletter of Culture - Management - Policy, Raabe Verlag, January 2011 "The hall is not full? Why do not you give out free tickets to fill the gaps? "How often have you heard that question already? Not only by customers but also from colleagues?
Or: "Young people do not come? Who may have no money. But which give free tickets, then come already. "
mistake! Who gets a free pass to show were associated (eg Classical Music Consumer Segmentation Study, Knight Foundation) have no value to the offer. And that is dangerous for cultural institutions for several reasons: first
As a cultural manager, we try to teach every day, that culture is also a business. Free tickets devalue the product and send the opposite message.
second Many free tickets remain unused. The customer will not be because they have not invested in the product. The "no show" rate for free tickets is 30%.
third Nothing sounds more like despair than the uncontrolled allocation of free tickets and great discounts for a large audience.
4th And finally, who pays the least, has the largest claims. These include according to experience the free-card holders, which often require much attention of the sales office and front of house staff.
Of course there are good reasons for the limited and strategic distribution of free tickets: first
In many places, free tickets part of the compensation package for employees and artists. Since this part at the Enste Hung of the product, it is assumed that they are very invested and run also as a multiplier approach new customers to the product.
second Press tickets for journalists, if they have committed an article. Otherwise, it is appropriate to provide you with a ticket purchase.
third Cards for donors and sponsors as part of the donation or sponsorship agreement. The award must be strictly monitored and followed also for tax reasons. Avoid it for years to receive free tickets to potential donors and sponsors. It is better to free tickets given to these groups only when the deal is done on a reciprocal basis. These partners often come from the private sector and have great interest in the financial well-being of your institution. The generous allocation of free tickets (for the reasons mentioned above) is often viewed critically.
4th Many artists travel with a large entourage of (family, agents, managers, public relations manager, assistant, babysitter). Arrange contract before the quota of free tickets. Create a
Budget for free tickets and schedule objectives and target groups. How can Visitors, who once came with a free ticket, to encourage another, this time paid visit? And make sure that the rules are easy to understand for the award of free cards and apply equally to all employees.
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