Video Course: Marketing Module Level 1 Lesson 1: Who?! : Bravo Support Hub

This lesson gives a brief overview of the PatronBase Marketing Module and why we use it.

Links:

New Zealand Privacy Legislation (New Zealand Customers Only)

Key Points:

The Marketing Module in PatronBase has been designed to help you answer one key question: Who? Who are your Patrons and who are your stakeholders?
Stakeholders in Arts can be defined as people who have interest in an organisation’s affairs. They fall into two categories: Internal Stakeholders and External Stakeholders
The Marketing Module is there to help us analyse the behaviour and interests of our stakeholders.
The Main Window of the Marketing Module is called The Reporting Window
The Advance Booking Period filter allows us to look at how far in advance patrons are booking and how far in advance they previously booked for a particular show or shows within a particular period of time.
The Book Type Filter tells us who booked which book types.
The Donor Filter tells us who made donations, how much they donated and for what reason.
The New Patron Filter tells us who was added to the database and when.
The Patron Attributes filter allows you to find patrons by selected custom attributes you have specified.
The Patron Category filter will allow you to find patrons by their Patron Category. Patron Categories are customised in the Administration Module.
The Patron Gender filter tells us who identifies as male, female or otherwise. Who is not actually a person but a company. It also identifies patrons by date of birth.
The Patron Job Title filter helps us to find Patrons by Job Title.
Patron Types are customised in the Administration Module so you can filter using these.
The Payment Type filter tells us who paid by what payment type and when.
The Performance or Session filter tells us who bought tickets for or was the contact or attending Patron for one or more performances. Who bought tickets to or attended which performance or performances.
The Player filter helps us to report on Players, if they are set up in the system. This may help us report on cast, crew and creatives for different shows in addition to physical or skill attributes of participants.
The Postcode Filter helps us identify Patrons’ geographical locations by their postcode.
The Product Filter tells us who bought which product or products between which dates.
The Production filter tells us who bought tickets for or was the contact or attending Patron for one or more productions. Who bought tickets to which production productions.
Range of tickets or spend helps us to assess who has spent the most money on tickets over a certain period of time and who has attended the most.
The Season Filter helps us discover who attended any production in a selected season or who was or is a subscriber to that season, if your organisation is licensed for and using Seasons.
If your organisation has been using the Sponsor Tab the Sponsor Filter will tell you who your current sponsors are and who your former sponsors are.
The TopN filter tells us who our top Patrons are by number, based on their ticket spend/ticket count.
The Members filter tells us who our members are, the member category they are in, members who are volunteers and their volunteering activity or activities. Find out who joined when, who has fees due and when those fees are due.
The Groups filter tells us who is subscribed to our newsletter and allows us to report on any number of custom group attributes we have set up in our organisation’s system.
The Reporting Window allows us to include various filters in any or all of and exclude filters in any of.
Audience Segmentation is the process of dividing a broad audience into smaller, more targeted groups based on specific characteristics, behaviours or preferences.
Patron Privacy Preferences tell us who can and can’t be contacted and how. Who we may contact in relation to transactions and who can legally be contacted with marketing materials and how.
Through tracking behaviour and activity regardless of privacy preference, we can gain insights into useful data for reports that inform our funding applications, strategic direction and more.
The Marketing Module is designed to support both email and direct mail marketing and working with integrated email marketing services such as Mailchimp for a cohesive marketing strategy.
Custom Audience Segments may be formed from within the Module and then utilised by the email service integrations as audience lists for uniquely targeted campaign sends.