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