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Simple Strategies forFirst-Time Buyer Re-Engagement
 

Simple Strategies for First-Time Buyer Re-Engagement

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Simple Strategies for First-Time Buyer Re-Engagement in Non-Profit Professional Theater.

Simple Strategies for First-Time Buyer Re-Engagement in Non-Profit Professional Theater.

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    Simple Strategies forFirst-Time Buyer Re-Engagement Simple Strategies for First-Time Buyer Re-Engagement Presentation Transcript

    • Simple Strategies for First-Time Buyer Re-Engagement
    • 2003
    • 2003 Moneyball
    • “The pleasure of rooting for Goliath is that you can expect to win.”
    • “The pleasure of rooting for David is that, while you don’t know what to expect, you stand at least a chance of being inspired.”
    • Conversations With Your Boss
    • Conversations With Your Boss About The Size of Your Budget
    • Lately
    • Lately We’ve Been Talking About the Weather
    • “…it’s been a long, cold, lonely winter…”
    • But I have good news
    • Saturday
    • Saturday Pitchers & Catchers
    • First Permanent Home
    • First Permanent Home August 2008
    • 2008-09 Season
    • 2008-09 Season Everyone was new
    • Now
    • Now 60 to 70% new
    • August 2008
    • $1.5 Million Dollar Budget
    • Overnight Everything Changed
    • Expenses
    • Expenses Revenue
    • Expenses Revenue Expected Audience
    • Theatre Communications Group
    • Theatre Communications Group Group 3
    • Theatre Communications Group Group 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 TCG 154 1,700 14,800
    • 2009-10 Season CST TCG 154 1,700 14,800 30,400
    • Challenges and Opportunities
    • Audience Initiative May 2012
    • Audience Initiative May 2012 Where are audiences coming from?
    • Audience Initiative May 2012 Where are audiences coming from? How often are they coming back?
    • Audience Initiative May 2012 Where are audiences coming from? How often are they coming back? What opportunities are we missing?
    • First Two Seasons
    • First Two Seasons 35% first-time buyers returned
    • Growth in Marketing Assets
    • Growth in Marketing Assets Direct Mail
    • Growth in Marketing Assets Direct Mail Email
    • 33%
    • 33% Hadn’t attended in over one season
    • Growth
    • Growth Balanced With Retention
    • Develop Reactivation Prospect List
    • Develop Reactivation Prospect List No attendance in 12 months
    • End of Production Run
    • End of Production Run Identify First-Time Buyers
    • End of Production Run Identify First-Time Buyers Invite them back
    • End of Production Run Identify Reactivations
    • End of Production Run Identify Reactivations Invite them back
    • End of Production Run 2-for-1 Tickets
    • End of Production Run Everyone Else
    • End of Production Run Everyone Else Buy 1 Second Ticket 50% off
    • End of Production Run Everyone Else Buy 1 Second Ticket 50% off 25% Discount
    • 2012-13 Season Results
    • 2012-13 Season Results 27,700 Patrons
    • 2012-13 Season Results 27,700 Patrons Multibuyer Households
    • 2012-13 Season Results 27,700 Patrons Multibuyer Households 578 to 944
    • 2012-13 Season Results 27,700 Patrons Multibuyer Households 578 to 944 63% increase
    • 2012-13 Season Results 27,700 Patrons Multibuyer Households 578 to 944 63% increase 670 Households Reactivated
    • First-Time Buyer Retention
    • First-Time Buyer Retention 10% Returned as Multibuyers
    • First-Time Buyer Retention 10% Returned as Multibuyers 1% Subscribed
    • First-Time Buyer Retention 10% Returned as Multibuyers 1% Subscribed 6% Returned for Single Tickets
    • First-Time Buyer Retention 10% Returned as Multibuyers 1% Subscribed 6% Returned for Single Tickets 17% Returned So Far
    • Creating Multibuyers
    • How Do We Increase Our Subscription Base?
    • 6% of Multibuyers Converted to Subscribers
    • 6% of Multibuyers Converted to Subscribers vs. 1% of Uniques
    • Priming Our Audience
    • Multibuyer Conversion
    • Multibuyer Conversion 578
    • Multibuyer Conversion 578 6%
    • Multibuyer Conversion 578 6% 944
    • Multibuyer Conversion 578 944 6% 9%
    • An Additional Wrinkle
    • An Additional Wrinkle Fundraising
    • Loyalty Path
    • Loyalty Path First-Time Ticket Buyer
    • Loyalty Path First-Time Ticket Buyer Multibuyer
    • Loyalty Path First-Time Ticket Buyer Multibuyer Multibuyer/Donor
    • Loyalty Path First-Time Ticket Buyer Multibuyer Multibuyer/Donor Multibuyer or Subscriber/Donor
    • Loyalty Path First-Time Ticket Buyer Multibuyer Multibuyer/Donor Multibuyer or Subscriber/Donor Subscriber/Donor
    • End of Production Run
    • End of Production Run First-Time Ticket Buyer
    • End of Production Run First-Time Ticket Buyer Reactivated
    • End of Production Run First-Time Ticket Buyer Reactivated Everyone Else
    • End of Production Run Appeals
    • End of Production Run Appeals 7% Response Rate
    • End of Production Run Appeals 7% Response Rate All New Donors
    • End of Production Run Appeals 7% Response Rate All New Donors Matching Challenge
    • End of Production Run Appeals 7% Response Rate All New Donors Matching Challenge Herman & Frieda L. Miller Foundation
    • 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 Multibuyers Increased Subscription Base
    • Retained First-Time Buyers Created Multibuyers Increased Subscription Base Increased Patron Loyalty
    • Attention to Detail
    • Attention to Detail Customer Experience
    • Focus on Hospitality
    • Inspiring
    • “Great Reckonings In Little Rooms”
    • Nicholas Peterson Director of Marketing Central Square Theater ndp@CentralSquareTheater.org 617.576.9278 x205