Are you really the most popular ticketing software in the world?
We are not sure. This is a small industry and rather secretive. We do know that we have over 1,200 customers. We have many organizations using our shareware version. We probably have a few bootleg copies floating around. All of our new customers in the last couple of years say things like, “All the theatres I know use your software.”
What will computerizing my box office really do for me?
It’s like this. You can give three people some tools and a pile of lumber. One person will build a house, another person will build a boat, and a third will build a fire. Your computer and software are only tools. What you do with it will depend on your needs and abilities.
How much do I need to know about computers and all those operating system commands?
Not much. Double-clicking on an icon is all you need to do.
Our most successful customers have many traits in common. Detailed computer knowledge is not one of them.
If your successful customers don’t necessarily have much computer knowledge, what do they have in common?
Our customers who really love the program are of two types:
They enjoy their work and they lie awake at night figuring out how to get their computers to work harder. They enjoy challenges. After a week or two, they actually find using the program a little boring. However, they become excited about the advanced features of the program.
Computer professionals usually shrug their shoulders and say, “Yeah, Wintix is easy to use, but all programs are easy for me to use.” What they like about the program is that it runs on standard equipment and uses standard data files, which means they do not have to be concerned about incompatible hardware.
And the results?
Well, these people are winners to start with. When they put an effective tool in their box office, they have a winning box office, too, because they can handle more customers, more easily. More performances are sold out, customers are treated better, and everyone is happier. Of course, they are also making the organization more money.
How big are your customers’ houses?
Our smallest customer has 37 seats and our largest customer has 48,000 seats. Generally speaking, they have between 500 and 1,500 seats. At that size, they are busy enough to really benefit from computerizing and they generally are able to attract a sharp person to run the show. With less than 200 seats, they usually are not busy enough to need this level of automation. With more than 3,000 seats, they usually have so much money that they turn up their noses at our software and rush out to spend $50,000 or more on another system.
What are the biggest problems your customers have? (Yes, this is a question you should ask).
If we can get you to do these two things, you are covered for 90% of the trouble you can get into. You can walk down the street and accounts and bookkeepers will step aside. You can go into dark alleys and sleazy bars without fear.
Making money for your organization:
First, remember the three and a half percent rule: in any given population base, three and a half percent is all that will ever attend cultural events. Everyone else makes promises and then excuses. That’s why when you advertise in the newspaper, 96 1/2 percent of your money is wasted. Direct mail is a far better use of your money. Our experience says that this is true. A couple of books concur and our customers agree. Therefore, the name of the game becomes:
Treasure them. These are the people who bring their friends and convert them to subscribers. If you get a bad review, they will take up their pens and argue with the newspaper. They are your loyal friends.
This kind of thing is extremely difficult to do on a daily basis. Many times, it seems, customers call up just to make trouble for you. The box office staff never gets respect for what they accomplish. This is in spite of the fact that the box office is the first (and usually only) contact that customers and donors have with the organization.
If you can follow these procedures, you will make your organization money. You will make more money than you would by using any advertising agency, a fund-raising expert or an army of marketing consultants.