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.

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Simple Strategies for First-Time Buyer Re-Engagement

  1. 1. Simple Strategies for First-Time Buyer Re-Engagement
  2. 2. 2003
  3. 3. 2003 Moneyball
  4. 4. “The pleasure of rooting for Goliath is that you can expect to win.”
  5. 5. “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.”
  6. 6. Conversations With Your Boss
  7. 7. Conversations With Your Boss About The Size of Your Budget
  8. 8. Lately
  9. 9. Lately We’ve Been Talking About the Weather
  10. 10. “…it’s been a long, cold, lonely winter…”
  11. 11. But I have good news
  12. 12. Saturday
  13. 13. Saturday Pitchers & Catchers
  14. 14. First Permanent Home
  15. 15. First Permanent Home August 2008
  16. 16. 2008-09 Season
  17. 17. 2008-09 Season Everyone was new
  18. 18. Now
  19. 19. Now 60 to 70% new
  20. 20. August 2008
  21. 21. $1.5 Million Dollar Budget
  22. 22. Overnight Everything Changed
  23. 23. Expenses
  24. 24. Expenses Revenue
  25. 25. Expenses Revenue Expected Audience
  26. 26. Theatre Communications Group
  27. 27. Theatre Communications Group Group 3
  28. 28. Theatre Communications Group Group 3 $1 to $3 million
  29. 29. 2009-10 Season
  30. 30. 2009-10 Season CST
  31. 31. 2009-10 Season CST 154
  32. 32. 2009-10 Season CST 154 14,800
  33. 33. 2009-10 Season CST 154 14,800 TCG
  34. 34. 2009-10 Season CST TCG 154 1,700 14,800
  35. 35. 2009-10 Season CST TCG 154 1,700 14,800 30,400
  36. 36. Challenges and Opportunities
  37. 37. Audience Initiative May 2012
  38. 38. Audience Initiative May 2012 Where are audiences coming from?
  39. 39. Audience Initiative May 2012 Where are audiences coming from? How often are they coming back?
  40. 40. Audience Initiative May 2012 Where are audiences coming from? How often are they coming back? What opportunities are we missing?
  41. 41. First Two Seasons
  42. 42. First Two Seasons 35% first-time buyers returned
  43. 43. Growth in Marketing Assets
  44. 44. Growth in Marketing Assets Direct Mail
  45. 45. Growth in Marketing Assets Direct Mail Email
  46. 46. 33%
  47. 47. 33% Hadn’t attended in over one season
  48. 48. Growth
  49. 49. Growth Balanced With Retention
  50. 50. Develop Reactivation Prospect List
  51. 51. Develop Reactivation Prospect List No attendance in 12 months
  52. 52. End of Production Run
  53. 53. End of Production Run Identify First-Time Buyers
  54. 54. End of Production Run Identify First-Time Buyers Invite them back
  55. 55. End of Production Run Identify Reactivations
  56. 56. End of Production Run Identify Reactivations Invite them back
  57. 57. End of Production Run 2-for-1 Tickets
  58. 58. End of Production Run Everyone Else
  59. 59. End of Production Run Everyone Else Buy 1 Second Ticket 50% off
  60. 60. End of Production Run Everyone Else Buy 1 Second Ticket 50% off 25% Discount
  61. 61. 2012-13 Season Results
  62. 62. 2012-13 Season Results 27,700 Patrons
  63. 63. 2012-13 Season Results 27,700 Patrons Multibuyer Households
  64. 64. 2012-13 Season Results 27,700 Patrons Multibuyer Households 578 to 944
  65. 65. 2012-13 Season Results 27,700 Patrons Multibuyer Households 578 to 944 63% increase
  66. 66. 2012-13 Season Results 27,700 Patrons Multibuyer Households 578 to 944 63% increase 670 Households Reactivated
  67. 67. First-Time Buyer Retention
  68. 68. First-Time Buyer Retention 10% Returned as Multibuyers
  69. 69. First-Time Buyer Retention 10% Returned as Multibuyers 1% Subscribed
  70. 70. First-Time Buyer Retention 10% Returned as Multibuyers 1% Subscribed 6% Returned for Single Tickets
  71. 71. First-Time Buyer Retention 10% Returned as Multibuyers 1% Subscribed 6% Returned for Single Tickets 17% Returned So Far
  72. 72. Creating Multibuyers
  73. 73. How Do We Increase Our Subscription Base?
  74. 74. 6% of Multibuyers Converted to Subscribers
  75. 75. 6% of Multibuyers Converted to Subscribers vs. 1% of Uniques
  76. 76. Priming Our Audience
  77. 77. Multibuyer Conversion
  78. 78. Multibuyer Conversion 578
  79. 79. Multibuyer Conversion 578 6%
  80. 80. Multibuyer Conversion 578 6% 944
  81. 81. Multibuyer Conversion 578 944 6% 9%
  82. 82. An Additional Wrinkle
  83. 83. An Additional Wrinkle Fundraising
  84. 84. Loyalty Path
  85. 85. Loyalty Path First-Time Ticket Buyer
  86. 86. Loyalty Path First-Time Ticket Buyer Multibuyer
  87. 87. Loyalty Path First-Time Ticket Buyer Multibuyer Multibuyer/Donor
  88. 88. Loyalty Path First-Time Ticket Buyer Multibuyer Multibuyer/Donor Multibuyer or Subscriber/Donor
  89. 89. Loyalty Path First-Time Ticket Buyer Multibuyer Multibuyer/Donor Multibuyer or Subscriber/Donor Subscriber/Donor
  90. 90. End of Production Run
  91. 91. End of Production Run First-Time Ticket Buyer
  92. 92. End of Production Run First-Time Ticket Buyer Reactivated
  93. 93. End of Production Run First-Time Ticket Buyer Reactivated Everyone Else
  94. 94. End of Production Run Appeals
  95. 95. End of Production Run Appeals 7% Response Rate
  96. 96. End of Production Run Appeals 7% Response Rate All New Donors
  97. 97. End of Production Run Appeals 7% Response Rate All New Donors Matching Challenge
  98. 98. End of Production Run Appeals 7% Response Rate All New Donors Matching Challenge Herman & Frieda L. Miller Foundation
  99. 99. Stronger Segmentation
  100. 100. Created Personalized Messages
  101. 101. Created Personalized Messages Marketing & Development
  102. 102. Retained First-Time Buyers
  103. 103. Retained First-Time Buyers Created Multibuyers
  104. 104. Retained First-Time Buyers Created Multibuyers Increased Subscription Base
  105. 105. Retained First-Time Buyers Created Multibuyers Increased Subscription Base Increased Patron Loyalty
  106. 106. Attention to Detail
  107. 107. Attention to Detail Customer Experience
  108. 108. Focus on Hospitality
  109. 109. Inspiring
  110. 110. “Great Reckonings In Little Rooms”
  111. 111. Nicholas Peterson Director of Marketing Central Square Theater ndp@CentralSquareTheater.org 617.576.9278 x205

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