Arts Centre Melbourne iBeacon trial disappoints

The retail approach to beacon technology, where it alerts visitors to food and beverage offers from the centre, is not the way to go, says marketing manager, Kristen Eckhardt

Arts Centre Melbourne is rethinking its approach to beacon technology after a disappointing trial of the proximity marketing platform that took place during Melbourne Festival in October.

The centre used iBeacon technology to alert visitors to food and beverage offers from its venue in a bid to drive additional sales. Visitors could download coupons from their iOS or Android phone, and store it in their Passbook or equivalent app in Android. When visitors walk near a café or bar, the beacon triggered the coupon to pop up on their screen, asking if they want to redeem it.

Arts Centre marketing manager, Kristen Eckhardt, told CMO the approach had proven not to work well in a cultural arts setting.

“I’m not exactly sure our audiences respond to a retail approach in a cultural arena. There’s a bit of a disconnect, perhaps,” she said. “Visiting the theatre is more often than not a planned experience. Prompting an unplanned visit to a cultural institution through this technology might be too big a leap for this particular audience.”

The Arts Centre offers were downloaded 515 times, an impressive result. However, the redemptions – having the customer take up an offer – were low.

“We are just sorting out our point-of-sale processes [for final numbers], but it’s safe to say it did underachieve what we hoped in terms of redemption,” Eckhardt said.

Although Arts Centre Melbourne has decided not to proceed with the trial, she is now thinking about how beacon technology could be used to enrich the customer experience by alerting visitors to further information on the performances they see.

“I think a really clever way we could use it is perhaps post-performance pop-ups that give people more information about the production they’ve just seen - something to read at home – that reminds them of the experience they’ve just had, or that gives them a deeper insight into the experience they just had,” Eckhardt said.

Another lesson learnt for Eckhardt is not to underestimate the important of getting the entire community on-board in the opportunities of beacon technology, so that it becomes a more mainstream way of how visitors interact with arts.

“I think it is important because we can’t necessarily make this thing as a standalone, isolated thing. It needs a critical mass to attract audiences and ‘train’ them in the use of this technology and make it a natural thing for the theatre or art experience,” she said.

“I’m not convinced cultural audiences really understand it yet. If there was an opportunity for all the cultural institutions within the precinct to undertake a major project, we could combine our audiences and educate them together, to make this technology a natural part of their interaction.

“I would have done more onsite signage and given the offer a bit more exposure as well. That sort of exposure can only be improved if all other arts agencies were on-board.”

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments
cmo-xs-promo

Latest Videos

More Videos

Anyone can become a victim of the sophisticated schemes set up by these scam websites. It's not about being smart; I don't consider mysel...

Mathieu Lecompte

ACCC takes Meta to court over scam cryptocurrency advertising

Read more

Nice blog!Blog is really informative , valuable.keep updating us with such amazing blogs.influencer agency in Melbourne

Rajat Kumar

Why flipping Status Quo Bias is the key to B2B marketing success

Read more

good this information are very helpful for millions of peoples customer loyalty Consultant is an important part of every business.

Tom Devid

Report: 4 ways to generate customer loyalty

Read more

Great post, thanks for sharing such a informative content.

CodeWare Limited

APAC software company brings on first VP of growth

Read more

This article highlights Gartner’s latest digital experience platforms report and how they are influencing content operations ecosystems. ...

vikram Roy

Gartner 2022 Digital Experience Platforms reveals leading vendor players

Read more

Blog Posts

​Why we need to look at the whole brand puzzle, not just play with the pieces

Creating meaningful brands should be a holistic and considered process. However, all too frequently it’s one that is disparate and reactive, where one objective is prioritized at the expense of all others. So, what are the key pieces to the ‘good’ brand puzzle?

Marketing overseas? 4 ways to make your message stick

Companies encounter a variety of challenges when it comes to marketing overseas. Marketing departments often don’t know much about the business and cultural context of the international audiences they are trying to reach. Sometimes they are also unsure about what kind of marketing they should be doing.

Cynthia Dearin

Author, business strategist, advisor

From unconscious to reflective: What level of data user are you?

Using data is a hot topic right now. Leaders are realising data can no longer just be the responsibility of dedicated analysts or staff with ‘data’ in their title or role description.

Dr Selena Fisk

Data expert, author

Sign in