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

1. Simple Strategies for
First-Time Buyer
Re-Engagement

2. 2003

3. 2003
Moneyball

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.”

6. Conversations
With Your Boss

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

13. Saturday
Pitchers & Catchers

17. First Permanent Home

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

25. Overnight
Everything Changed

26. Expenses

27. Expenses
Revenue

28. Expenses
Revenue
Expected Audience

29. Theatre Communications Group

30. Theatre Communications Group
Group 3

31. Theatre Communications Group
Group 3
$1 to $3 million

32. 2009-10 Season

33. 2009-10 Season
CST

34. 2009-10 Season
CST
154

35. 2009-10 Season
CST
154
14,800

36. 2009-10 Season
CST
154
14,800
TCG

37. 2009-10 Season
CST
TCG
154
1,700
14,800

38. 2009-10 Season
CST
TCG
154
1,700
14,800
30,400

39. Challenges
and
Opportunities

40. Audience Initiative
May 2012

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?

44. First Two Seasons

45. First Two Seasons
35% first-time buyers
returned

46. Growth in
Marketing Assets

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

52. Growth
Balanced
With Retention

53. Develop Reactivation
Prospect List

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

64. 2012-13 Season Results

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

70. First-Time Buyer
Retention

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

75. Creating Multibuyers

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

79. Priming
Our
Audience

80. Multibuyer Conversion

81. Multibuyer Conversion
578

82. Multibuyer Conversion
578
6%

83. Multibuyer Conversion
578
6%
944

84. Multibuyer Conversion
578
944
6%
9%

85. An Additional Wrinkle

86. An Additional Wrinkle
Fundraising

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

102. Stronger Segmentation

103. Created Personalized
Messages

104. Created Personalized
Messages
Marketing & Development

105. Retained First-Time Buyers

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