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