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Achieving Loyalty - Our Journey. Jeanette Keane – Marketing Manager Fergus Hannigan– Marketing Officer November 2012. Abbey Theatre , Ireland’s national theatre. Data is Power. Ticket Master Pre-2008 limited engagement with audience Tessitura - PowerPoint PPT Presentation
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Achieving Loyalty -Our Journey
Jeanette Keane – Marketing Manager Fergus Hannigan– Marketing OfficerNovember 2012
Abbey Theatre, Ireland’s national theatre
Data is Power
Ticket Master Pre-2008 limited engagement with audience
Tessitura Post 2008 data capture over 95% used to achieve loyalty
Achieving Loyalty
1. Identify Trends
2. Understanding Audiences
3. Ideal Audience Behaviuor
4. Engagement
Step 1: Identify Trends
1. Growing number of first time bookers.
2. Growing number of lapsed bookers.
Step 2a: Understanding Audience by Demographic
Ogham Codes
CLUSTER Ogham Code Percent
The Cultured Elite UDA2 17.2%
The Sorted Segment UBB5 11.8%
Married & Mortgaged UDB3 10.1%
Step 2b: Understanding Segmentation by Behaviour Accenture Segmentation Excercise
Step 3: Ideal Audience Behaviour
Recency Monetary Frequency
Maintaining Loyalty
First Time Regular Booker Booker
Step 4: Segmentation Engagement Ladder
Journey from First Time to Regular Booker:
1. Triggered booking and welcome e-mails2. Front of House staff welcome audience
member 3. Recommendations for next visits4. Incentive to return
Conclusion
Reward Loyalty