Loyalty rewards programs?

An extraordinary fascinating thought that certainly would provide good potential for encouraging additional sales by single ticket buyers.

I have considered the implications that surround a loyalty program with regard to a subscriber base who would easily hit targets, as well as the possibility of discouraging single ticket patrons involved in the program from subscribing.

However, what we have done is set up auto-constituencies that track the number of tickets purchased by a single ticket patron during the season (have not thought about it in multiple seasons though, hmmm), and use that to provide patrons at a certain level with a different incentive to encourage repeat purchases. It is however an internal program and is transparent to the patron, which may indeed be where the potential lies.

An extraordinary fascinating thought that certainly would provide good potential for encouraging additional sales by single ticket buyers.

I have considered the implications that surround a loyalty program with regard to a subscriber base who would easily hit targets, as well as the possibility of discouraging single ticket patrons involved in the program from subscribing.

However, what we have done is set up auto-constituencies that track the number of tickets purchased by a single ticket patron during the season (have not thought about it in multiple seasons though, hmmm), and use that to provide patrons at a certain level with a different incentive to encourage repeat purchases. It is however an internal program and is transparent to the patron, which may indeed be where the potential lies.

We have just today had a discussion about rolling something like this out. We are thinking about just doing it for one promoter (who's on board!) and having Tessitura offer discounts to people who have a set amount of previous shows by that promoter in their ticket history.

I haven't thought much further than that though so would be interested to hear anyone elses responses.

Siobhan

As the website manager, I've been frustrated by the lack of repeat classical series purchasers I see our website. A large amount of our single ticket business is done online, but packages (even as small as three-concerts) account for a very small chunk of our online business. We're starting to discuss how to bridge this gap. One though is to try and offer progressively better incentives as single ticket buyers purchase more events during the course of a season. The question is what to offer? Discounts for reaching event milestones (e.g. after purchasing third concert of the season all future events are 10% off, 5 events 15% off...)?, a buy-10-tickets-get-1-free punch-card type of incentive? No discounts, but tchotchkes at certain milestones? Would love to know any successes or stumbles others have had along these lines.

Thanks!

Also FYI, after discussing this with our website development company, I'm told the functionality is very straight forward, and these incentives could easily correlate to our online campaigns.