Simple Strategies forFirst-Time Buyer Re-Engagement
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Transcript of Simple Strategies forFirst-Time Buyer Re-Engagement
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Simple Strategies forFirst-Time BuyerRe-Engagement
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2003
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2003Moneyball
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“The pleasure of rooting for Goliath is that you canexpect to win.”
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“The pleasure of rooting for David is that, while you don’t know what to expect,you stand at least a chanceof being inspired.”
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ConversationsWith Your Boss
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ConversationsWith Your BossAbout The Sizeof Your Budget
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Lately
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LatelyWe’ve BeenTalking
About the Weather
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“…it’s been a long, cold, lonely
winter…”
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But I have good news
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Saturday
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SaturdayPitchers & Catchers
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First Permanent Home
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First Permanent HomeAugust 2008
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2008-09 Season
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2008-09 SeasonEveryone was new
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Now
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Now60 to 70% new
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August 2008
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$1.5 Million Dollar Budget
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OvernightEverything Changed
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Expenses
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ExpensesRevenue
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ExpensesRevenue
Expected Audience
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Theatre Communications Group
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Theatre Communications GroupGroup 3
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Theatre Communications GroupGroup 3
$1 to $3 million
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2009-10 Season
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2009-10 Season
CST
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2009-10 Season
CST
154
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2009-10 Season
CST
154
14,800
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2009-10 Season
CST
154
14,800
TCG
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2009-10 Season
CST
154
14,800
TCG
1,700
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2009-10 Season
CST
154
14,800
TCG
1,700
30,400
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Challengesand
Opportunities
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Audience InitiativeMay 2012
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Where are audiences coming from?
Audience InitiativeMay 2012
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Where are audiences coming from?
How often are they coming back?
Audience InitiativeMay 2012
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Where are audiences coming from?
How often are they coming back?
What opportunities are we missing?
Audience InitiativeMay 2012
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First Two Seasons
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First Two Seasons35% first-time buyers
returned
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Growth inMarketing Assets
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Growth inMarketing Assets
Direct Mail
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Growth inMarketing Assets
Direct MailEmail
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33%
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33%Hadn’t attended
in over one season
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Growth
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GrowthBalanced
With Retention
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Develop ReactivationProspect List
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Develop ReactivationProspect List
No attendancein 12 months
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End of Production Run
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IdentifyFirst-Time Buyers
End of Production Run
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IdentifyFirst-Time Buyers
Invite them back
End of Production Run
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IdentifyReactivations
End of Production Run
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IdentifyReactivations
Invite them back
End of Production Run
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2-for-1 Tickets
End of Production Run
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Everyone Else
End of Production Run
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Everyone Else
Buy 1Second Ticket 50% off
End of Production Run
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Everyone Else
Buy 1Second Ticket 50% off
25% Discount
End of Production Run
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2012-13 Season Results
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27,700 Patrons
2012-13 Season Results
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27,700 Patrons
Multibuyer Households
2012-13 Season Results
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27,700 Patrons
Multibuyer Households578 to 944
2012-13 Season Results
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27,700 Patrons
Multibuyer Households578 to 94463% increase
2012-13 Season Results
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27,700 Patrons
Multibuyer Households578 to 94463% increase
670 Households Reactivated
2012-13 Season Results
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First-Time BuyerRetention
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10% Returned as Multibuyers
First-Time BuyerRetention
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10% Returned as Multibuyers1% Subscribed
First-Time BuyerRetention
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10% Returned as Multibuyers1% Subscribed6% Returned for Single Tickets
First-Time BuyerRetention
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10% Returned as Multibuyers1% Subscribed6% Returned for Single Tickets
17% Returned So Far
First-Time BuyerRetention
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Creating Multibuyers
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How Do WeIncrease Our
Subscription Base?
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6% of MultibuyersConverted to Subscribers
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6% of MultibuyersConverted to Subscribers
vs.1% of Uniques
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PrimingOur
Audience
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Multibuyer Conversion
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Multibuyer Conversion
578
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Multibuyer Conversion
578
6%
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Multibuyer Conversion
578
6%
944
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Multibuyer Conversion
578
6%
944
9%
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An Additional Wrinkle
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An Additional WrinkleFundraising
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Loyalty Path
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First-Time Ticket Buyer
Loyalty Path
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First-Time Ticket BuyerMultibuyer
Loyalty Path
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First-Time Ticket BuyerMultibuyerMultibuyer/Donor
Loyalty Path
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First-Time Ticket BuyerMultibuyerMultibuyer/DonorMultibuyer or Subscriber/Donor
Loyalty Path
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First-Time Ticket BuyerMultibuyerMultibuyer/DonorMultibuyer or Subscriber/DonorSubscriber/Donor
Loyalty Path
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End of Production Run
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First-Time Ticket Buyer
End of Production Run
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First-Time Ticket BuyerReactivated
End of Production Run
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First-Time Ticket BuyerReactivated
Everyone Else
End of Production Run
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End of Production RunAppeals
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End of Production RunAppeals
7% Response Rate
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End of Production RunAppeals
7% Response RateAll New Donors
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End of Production RunAppeals
7% Response RateAll New Donors
Matching Challenge
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End of Production RunAppeals
7% Response RateAll New Donors
Matching ChallengeHerman & Frieda L. MillerFoundation
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Stronger Segmentation
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Created Personalized Messages
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Created Personalized Messages
Marketing & Development
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Retained First-Time Buyers
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Retained First-Time Buyers
Created Multibuyers
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Retained First-Time Buyers
Created MultibuyersIncreased Subscription
Base
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Retained First-Time Buyers
Created MultibuyersIncreased Subscription
BaseIncreased Patron Loyalty
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Attention to Detail
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Attention to DetailCustomer Experience
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Focus on Hospitality
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Inspiring
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“Great ReckoningsIn Little Rooms”
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Nicholas PetersonDirector of MarketingCentral Square [email protected] x205