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Time to Celebrate

Makes: Encouragement for first-time audiences to come to you for their special occasion

 

Cooking time: 2 hours

indigo-spektrix-collaboration-logo-01

This recipe card was created in collaboration with Indigo-Ltd 

a celebratory cake with lit sparklers coming out of it

 

The Tomorrow's Audience research by Indigo-Ltd in partnership with Spektrix found that 11% of first-time attendees (23% of those brand-new to the arts) attended for a special occasion. A huge 58% of under-35 new-to-the-arts attendees expect to return for a special occasion in the next 12 months. 

 

READ THE TOMORROW'S AUDIENCE REPORT

Outcomes 

  • Convert people on your database who have never made a booking with you
  • Bring first-time bookers back to celebrate their next special occasion

 

Ingredients

 

Data

People in your database who have never made a booking.


Key Messages

  1. Make your special occasion unique by celebrating with us.
  2. We have everything you need for a memorable celebration.

 Prep

 

  1. Think about all the different occasions you could target and make an occasion calendar to plan your email campaigns. This campaign isn’t just for the winter holiday season!
  2. Find or create photos of small groups of families or friends enjoying themselves in your venue. They could be celebrating a birthday or another special occasion. 
  3. Create a web page which brings together your "great night out" offer: entertaining shows, any food and drink offer or deals with local partners. Use a filtered what’s on list or keep it generic so you don’t have to keep updating it manually. Think about the whole experience for your guests - from before they arrive to the end of their night.
  4. Build several celebration packages to suit different occasions, such as welcome drinks and programmes or ice creams at the interval for a kids' party. Make it easy for someone to book these for a small group. Set them up in your ticketing system as an add-on during the purchase path.
  5. Create flexible email and web content blocks which focus on group ticket prices, cloakroom facilities, ticket insurance, no booking fees, and ease of transport, including any deals with local taxi companies.

 

 

a pot with different symbols of the arts falling into it including a music note, tickets, and a guitar

 

Cook

 

  1. Create an email template which highlights all the benefits of celebrating with you. Take inspiration from how attractions and retailers talk about occasions.
  2. Amend your email subject, using your occasion calendar, to tailor the messaging to specific occasions: end of exams, Mother's Day, wedding anniversaries, birthdays, etc.
  3. Use specific knowledge of your customers, where you have it, to tailor the email subject messaging. For example, if you know their date of birth, you can create happy birthday messaging which can be sent some time ahead of the special day.
  4. Automate as many of the campaigns as possible: keeping it generic, with links to web pages that you keep up-to-date is the key

Also try...

Using this recipe to craft an email that's targeted to those on your database who have made one previous booking.

48% of first-time bookers who were new to the arts - 58% of those under 35 - say they are likely to return for a special occasion in the next 12 months.

Bon appétit!

Keep exploring our recipe box to fill your store cupboard with more ideas and insights on how to reach tomorrow's audiences. 

 

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