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Effective Use of Promotion Codes
Drive patron loyalty by offering early ticket access to popular shows. Using promotion codes offering early ticket access to popular performances is a great way to drive patron loyalty. Promotion codes can also be leveraged with corporate sponsors to provide special offers to your patrons.
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How to Implement Promotion Codes
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1. Make Your Message Compelling and Consistent
- Provide valuable offers
- "Use this promo code and pay by American Express and get instant ticket access before the general public"
- "Use this promo code to receive $5 off on Phantom of the Opera"
- "Mention this promo code at the theatre store and receive $5 off on a show shirt"
- "Use this promo code to purchase tickets online and get instant ticket access before the general public"
- Use conistent messaging
- Use same promo code for subscriber or corporate sponsor
- Avoid patron confusion
- Create a sense of urgency: make your patrons feel they have a very short window of time to take advantage of the offer.
2. Determine Your Target Audience
- Target patrons in your database who meet one of the following criteria:
- Season subscribers
- Patrons who have purchased tickets
- Patrons who subscribe to your newsletter, email, etc., or are members of your affinity club
- Members of professional groups
- Corporate sponsors’ employees
3. Deliver the Message
- Include the promotion code in your targeted email or electronic newsletter.
- Timing is everything: make sure you send your promotion code in a timely manner (i.e., a few days before tickets are available to the general public).
4. Promote It
- Include the following in your email or newsletter blasts
- Showcase performances that will appeal to a specific audience
- Include photos, critics’ quotes, awards won, etc.
- Provide a short, yet compelling description of the performance/show
- Include a link to your events calendar
- Include a personalized greeting and a compelling subject line tailored for your patrons (e.g., “Get Your Wicked Tickets Before the General Public")
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Tips
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- Use e.Venue iProfile, Promo or Presale functionality to target specific customers.
- If you have PACMail, it is easy to merge customer data into mail lists and send an instant HTML rich email with measurable results.
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Discounts and Special Packages
Increase ticket sales with compelling show packages and discounts. Using the Item Packages feature in v6.8 is a great way to offer patrons customized show packages and compelling discounts to drive ticket sales.
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How to Implement Discounts and Special Packages
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1. Develop a Compelling Offer
- Entice patrons by offering discounts based on the number of shows purchased
- “Buy 3 shows and get 15% off the third show"
- “Buy 6 shows and get 30% off the sixth show"
- “Buy 5 shows, get the 6 th for free"
- Allow your patrons to choose their own packages
- “Buy 3 out of 4 shows and receive 15% off your entire ticket purchase"
- Bundle high and low-demand shows to drive overall ticket sales
- Buy high demand show tickets now if you buy tickets to a low demand show
2. Determine the Best Patrons to Target
- Target patrons in your database who meet one of the following criteria:
- Season subscribers
- Patrons who have purchased tickets from your venues
- Patrons who subscribe to your newsletter, email, etc. or are members of your affinity club
- Members of professional groups
- Corporate sponsors’ employees
3. Deliver the Message
- Include the promotion code in your targeted email blast(s) or electronic newsletter.
- Timing is everything: make sure you send your promotion code in a timely manner (i.e., a few days before tickets are available to the general public).
4. Promote It
- Include the following in your email or newsletter blasts
- Showcase performances that will appeal to a specific audience
- Include photos, critics’ quotes, awards won, etc.
- Provide a short, yet compelling description of the performance/show
- Include a link to your events calendar
- Include a personalized greeting and a compelling subject line tailored for your patrons (e.g., “Get Your Wicked Tickets Before the General Public")
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Tips
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- Use e.Venue iProfile, Promo or Presale functionality to target specific customers.
- If you have PACMail, it is easy to merge customer data into mail lists and send an instant HTML rich email with measurable results.
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Driving Group Ticket Window Usage
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Maximize group sales with special offers and easy ticket fulfillment. Use print-at-home Group Ticket Window (GTW) to increase group ticket participation, attract new patrons and drive revenues. GTW offers incredible flexibility for group ticket purchases, allowing your patrons to choose the delivery option that best suits their needs (e.g., print at home, mail, will call, etc.) and increases group participation.
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How to Implement Group Ticket Window
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1. Create a Compelling Offer
- Entice groups to purchase tickets by providing special offers
- "Save 10% off your ticket price when you buy tickets for groups of 20 or more"
- "Easy process for your individual group members to pay and receive their tickets based on their preferences"
- "Save money by printing tickets at home for free"
2. Determine the Target Audience
- Target patrons who meet one of the following criteria:
- Patrons who purchased tickets from your venues
- Patrons who subscribe to your newsletter, email, etc. or are members of your affinity club
- Local corporations
- Members of professional groups
- Corporate sponsors’ employees
3. Deliver the Message
- Make your Group Ticket Window link in your email blast or electronic newsletter prominent so that the recipients can easily forward the offer to their employees, friends and peers.
- Timing is everything: make sure you send your promotion code in a timely manner (i.e., a few days before tickets are available to the general public.)
4. Promote It
- Include the following in your email or newsletter blasts:
- Include a personalized greeting and a compelling subject line tailored for your patrons (e.g., "Group Ticket Offers Available…Enjoy Exciting Performances with Friends and Peers")
- Showcase performances that will appeal to a specific audience
- Include photos, critics’ quotes, awards won, etc.
- Provide a short, yet compelling description of the performance/show
- Include a link to your events calendar
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Tips
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- Reduce the time for your patrons to purchase group tickets by offering print-at-home ticket delivery option.
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Sell Miscellaneous Items Online
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Increase revenue streams by expanding your inventory. Expand your revenue by selling miscellaneous items online such as programs, CDs, parking, souvenirs and more. Offer packages containing miscellaneous items increase their appeal and drive additional revenue.
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How to Implement Miscellaneous Items
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1. Create a Compelling Offer
- Entice your patrons with special offers to buy miscellaneous items individually or as part of an item package
- “Buy a rare, behind-the-scenes production DVD of <show title> available only through <your venue name>"
- “Buy 4 tickets to <show title> and receive a free original cast CD recording of the show"
- "Purchase our special theatre package and receive two tickets, a parking pass and a show program at a discounted price"
2. Determine the Target Audience
- Target patrons who meet one of the following criteria:
- Patrons who purchased tickets from your venues
- Patrons who subscribe to your newsletter, email, etc. or are members of your affinity club
- Local corporations
- Members of professional groups
- Corporate sponsors’ employees
3. Deliver the Message
- Make your Group Ticket Window link in your email blast or electronic newsletter prominent so that the recipients can easily forward the offer to their employees, friends and peers.
- Include your offer details in your targeted email blast or electronic newsletter.
- Timing is everything: make sure you send your promotion code in a timely manner (i.e., a few days before tickets are available to the general public).
4. Promote It
- Advertise miscellaneous items on your home page, in email blasts, in newsletters and in mailings. Include the following in your email or newsletter blasts:
- A short description of your offer details to grab your audience’s attention
- Showcase items or packages that will appeal to your audience (e.g., photographs of miscellaneous items)
- Include a personalized greeting and a compelling subject line tailored to your patrons (e.g., “Buy Exclusive Behind-the-Scenes DVD of Wicked Not Available Anywhere Else")
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Tips
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- Increase package appeal by including vouchers for free items (e.g., “Purchase ‘A Night on the Town’ show package and receive a voucher for a free performance CD/DVD")
- Use Online Ticketing features to offer miscellaneous items for sale on your website
- Miscellaneous items are easiest to sell around the holidays
- Use PACMail to promote miscellaneous items to season subscribers, repeat and new patrons, professional groups, etc.
- Sell miscellaneous items individually or as part of an item package
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Sell Gift Certificates Online
Expand patron reach and revenue with gift certificates. Offering online gift certificates will enable you to foster new patron relationships with gift recipients. In addition, while your patrons will be able to enjoy stress-free shopping by avoiding crowds at the mall.
Gift certificates are especially popular during the holidays, and are a low-cost, simple way to drive additional revenues.
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How to Implement Online Gift Certificates
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1. Personalize the Purchase
- Capture all recipient details so customers can choose to send the gift certificate directly to their friends and family.
- Offer to personalize your gift certificates by providing the buyer the ability to include a note with their gift.
2. Tailor the Delivery Options
- Provide detailed holiday or special occasion delivery (e.g., birthdays, graduations, etc.) .This will assure patrons that their gift will arrive on time.
- Offer free shipping (via mail or print-at-home), or the option to FedEx the gift certificates to meet last-minute shopper’s needs.
3. Completing the Gift
- Allow the recipient to easily redeem their gift certificate by calling a toll-free number or going to your website to place an order (include your toll free number or website on your printed gift certificate).
- Make sure your gift certificates are valid for at least six months from date of purchase
- Make GC’s non-refundable and not redeemable for cash. This ensures that the recipient will utilize their gift in a timely manner.
4. Promoting Gift Certificates
- Advertise gift certificates on your home page, in email blasts, in newsletters and in mailings to your patrons that gift certificates can be purchased online.
- Promote in your on-hold message
- Educate your box office sales staff to mention their availability
- Print a poster and place it strategically where patrons will see it (e.g., near the box office window)
- Include an advertisement in your show programs
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