The Ballet Industry Online

1
The Ballet Industry Online

• By
• Neza Azali
• Tom Chang
• Yuan Chen
• Ljubomir Cvetkovic

2
Major Players within ballet industry
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Basics

• Customers go online to find information
• Schedule of performances
• Dancers information
• Educational information (classes)
• Information about seating
• Customers go online to buy
• Ticket purchasing
• Merchandise (souvenirs, CDs, T-shirts, etc.)

4
Basics

• Customers go online to become members
• Sites usually have a guest book
• Customers go online to donate
• Different levels of donation
• To find out how the donated money is used
• To find out how to become volunteers

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Who Are The Customers

• Performance goers
• High, or high middle class
• Professionals (35 and above)
• College students
• Online users
• People who are looking for general information
• Donors (mostly performance goers)
• Members

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Current Strategies To Attract Customers

• Membership benefits
• Priority seating
• Opportunity to go behind the stage after the
  performance
• Watching the rehearsal
• Meeting the dancers
• Ticket giveaway
• Offering free tickets in exchange for personal
  information (Boston ballet)
• Discounts to students (NYC Ballet)

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How They Lock The Customers

• Keeping the customers informed
• Emailing the customer once they have their
  personal information
• Sending them a newsletter
• Educating people about the organization
• Giving a back stage tour
• Opportunity to interact with performers
• School outreach programs

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How They Add Value

• Value added from website
• Online Merchandising
• Online ticket purchasing
• Seating charts
• Schedule
• Educational programs offered

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Current Problems

• Artistically beautiful sites with bad user
  interfaces

Links done With list boxes
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Current Problems

• Horribly designed forms with too much information
  and small buttons

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Strategy Recommendation

• Web site needs to be designed for easy use and
  navigation
• Currently, organizations are doing well with
  ticket sales
• Strategy will be needed in the following areas
• Donations (because ticket sales only covers 50
  of costs)
• Increasing membership (same reason as above)
• Increasing traffic to site (to increase interest)

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Strategy Recommendation(Increase donations)

• Allow customization software at the website to
  develop one to one relationships with donors and
  potential donors
• Important because increased interactions
  typically tends to increase donation amount
• New and innovative solutions such as New York
  City Ballets initiative in converting
  beneficiary of life insurance and retirement
  assets to NYC Ballet

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Strategy Recommendation(Increase membership)

• Chat rooms at website to bring ballet enthusiasts
  together
• Affinity programs such as credit cards where
  spending will benefit both member and the
  organization (ie frequent flyer miles)
• Customization software to provide targeted
  information about ballet, performances, dancers,
  and shows
• Online Auctions of costumes or other props that
  are no longer needed

14
Strategy Recommendation(Increase site traffic)

• Video clips of performances
• Live interview of performers
• Interlinking with other ballet sites
• Using meta tags to allow higher hit rate from
  search engines
• Educational text about history, performances, and
  composer of ballets