Hi Everyone,
I was wondering if anyone is willing to share a little more about their new to file programs. Is anyone else doing anything to engage these folks and get them on the "patron journey" (multi-buyer, subscriber, donor) without offering a deep discount and been successful?
Thanks!
Nicole
Hi Nicole,
This past summer, we began an A/B/C test for our new-to-file patrons. This is what we have been doing:
A = Thank you phone calls from volunteers. Pure courtesy, no sales messaging.
B = Telemarketing
C = None
All three lists receive an email offer for 50% off an upcoming show, usually around 1-2 weeks after the concert. So far (and please know that the sample sizes are small), list A has been performing the "best" at getting NTFs to purchase additional shows. We've had some resistance with our telemarketing vendor regarding withholding of leads but our data consistently demonstrates that most of our patrons don't subscribe until they have attended at least three concerts.
This is an experiment we want to monitor throughout the season and I'm curious to see how our summer and winter audiences compare.
Christopher Adriance
Marketing & Loyalty Programs Manager | Pacific Symphony
t: (714) 876-2370 | e: cadriance@PacificSymphony.org
Charlie and Ling Zhang Center for Musical Arts and Education
17620 Fitch, Suite 100 | Irvine, CA 92614
Reception: (714) 755-5788 | Tickets: (714) 755-5799
PacificSymphony.org | facebook | instagram | twitter | youtube
Thank you, Christopher, for all this info. This is really helpful. I've used the new Analytics to pull in more information about these folks, and have discovered that most of them initially paid full price for their tickets. Do you have any information on that? We try to limit discounts over here, and I don't want to train them to expect big discounts.
Our primary goal for NTFs is to get them to a second show in the hopes that they gain more affinity with the organization to eventually subscribe. I'm showing that around 75% of our buyers pay full price and while they might purchase a second show at full price, our priority is to give them such a great offer that they feel compelled to return soon.
Out of curiosity, are you using the new analytics to pull NTF patrons? If so, it would be great if you could share your process with us! We're using a very basic extraction that has some flaws with it but mostly gets the job done.
Thank you!