Successfully Promote Events & Increase Attendance

Measure
By comparing your database at the beginning of your campaign to the end results, you’ll be able to identify how many patrons in your targeted list made the jump to online purchasing.

Continually monitor the results of your campaign and make necessary refinements to offers and tactics by analyzing:

Increases in overall ticket sales
Increases in online ticket sales
Increases in event attendance
Campaign costs to promote your events
Response and conversion rates of your communications

USPS handles 293 million pieces daily --- your direct mailings need to be well thought out and distinctive to get attention
Direct mail typically generates a 0.5% to 5% response rate (source: Message Media)
Email (targeting existing customers) normally generates a 10% to 17% response rate. The more compelling your offer, the higher the response rates will be.
PACMail allows you to easily track open, click and transaction rates so that you can monitor your campaigns in real-time.
Access Management allows you to easily tie attendance information into Enterprise Ticketing

Campaign costs

Consider the following costs when analyzing your campaign to ensure a good ROI:

Online communications

Email blasts – no costs, other than development time
Electronic newsletter – no costs, other than development time
Your website – no costs, other than time to develop
Search engine marketing – no costs, other than time to write and code

Offline communications

Direct mail – printing, fulfillment and postage
Call Center – call costs and staff costs (if outsourcing

Response and Conversion Rates

For emails and electronic newsletters, analyze:

Open rates – how many people actually opened the email
Click rates – how many people clicked-thru to the embedded URL(s)
Transaction rates - did your communication convert into a new season renewal, online season renewal, ticket purchase, etc.
Bounced emails - check email addresses to ensure that they’re valid. If you have a high bounce rate, you will want to scrub the list and update it accordingly. People often change their email addresses every 1-2 years.

For your website’s effectiveness, analyze:

Visits – how many individuals visit your site, based on promotions, events and seasonality
Click rates – how many different pages they view, and for how long they stay
Transaction rates (if measurable)

For direct mail campaigns, analyze:

Response and transaction rates - if a special website or phone number was offered in the mailer, you can track these
Return mail - get the current address or pull from your database to reduce costs on future mailings