Every Organization Needs a Database of Ticket Buyers

Photo courtesy of Artful.ly

Image courtesy of Artful.ly

New Software Will Help Small Arts Groups Track Customers.

Two things about this:

First, a good, central database of ticket buyers is a bare minimum. Wait … is it 2001? It was a bare minimum then. Now, if an organization doesn’t have some form of central database, I would go so far as to say it is not really doing marketing. It may be doing marketing activities, but it’s not doing marketing. Spray and pray advertising, maybe, but not marketing.

Second, a database and a relationship are not the same thing. Just because you won’t get in legal trouble if you contact somebody with an email doesn’t mean you’ve got a “relationship” with them. If they don’t expect to hear from you, or if they have no idea who you are or what you do, or if you used a “double negative” to get “permission” to contact them, it’s not a relationship. In fact, permission (real permission) isn’t a relationship; it’s just the basis of a relationship.

It sounds like this product, Artful.ly, is designed for the database and ticketing needs of small organizations, and that’s great. I’d love to see a demo sometime. Still, it’s far from the only way to do this. If this is the system that gets small orgs working from a permission-driven database, then that’s great.

But however you do it, small orgs, you’ve got to do it. If you’re not there, make it priority No. 1.

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