Maximize Revenue Opportunities

Effective Use of Promotion Codes
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.

How to Implement Promotion Codes

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
  • Aviod 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 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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