Page 46 - Duct Tape Marketing

30 Part I: Getting Started in Marketing

Based on these numbers, the museum is distributing its tickets through the
following channels:

ߜ Educators (possibly influenced by curriculum directors)
ߜ Tour companies (possibly influenced by state or local travel bureaus)
ߜ Lodging establishment front desks (probably influenced by hotel and

motel marketing departments)
ߜ The Internet (possibly influenced by state or local travel bureaus)
ߜ Partner businesses (through museum promotional efforts)
ߜ The museum entrance gate (influenced by museum marketing efforts)

This method results in channels of distribution as shown in Table 2-3.

Table 2-3 Channel Distribution Analysis

Distribution Ticket Revenue # of Guests/% Sales Revenue/%
Channel of Total of Total

Educators $5 10,000/20% $50,000/16%

Tour companies $6 5,000/10% $30,000/10%

Motels/hotels $6.50 5,000/10% $32,500/11%

Internet

Museum Web $8 3,000/6% $24,000/8%
site

Visitor Bureau $6.50 2,000/4% $13,000/4%
Web site

Museum entry
gate

Museum members $3 5,000/10% $15,000/5%

Independent $8 15,000/30% $120,000/39%
visitors

Partnering $4 5,000/10% $20,000/7%
businesses

Study the channels through which your business generates customers and
the levels of business that come through each one.