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Single ticket buyers into subscribers....

Mark Sackett (Past Member)
$organization

Hello Good People:
One of our marketing gurus posed the following business statement.  I would love to hear any feedback from folks who have tried something similar.. Thanks in advance for any insight you might lend.

Thanks,

Mark Sackett
Box Office Manager / Treasurer
San Francisco Opera

Here goes...

Premise: We want to get more people to subscribe but we know that word subscription sometimes doesn’t have the best connotation in people’s minds. We also know that one of the big drivers of subscribing is the discount so what if we met people on their own terms and offered a discount for buying 3 (or more) full priced operas through the single ticket path. (Key is we don’t want to offer this on discounted tickets.)

These people would then automatically become part of the DYS (Design by Singles) segment. We’d message them like we have others that they get subscriber benefits, etc. Then we target them in the 20-21renewal campaign as a DYS and encourage them to buy a true subscription.

How it would work: We set up a pricing rule that gives folks 20% off (discount TBC) when they have three operas in their cart. We would add message under the Continue Shopping button on the CART page. (NOTE: This Continue Shopping button right now appears for certain MOS. We’d want to add another visitor for this Continue Shopping with the buy 3 and save message that doesn’t include the BRAVO MOS, Rush MOS, Sub Add On MOS)

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  • $organization

    Hi Mark, 

    We are doing exactly this as a special offer for our single ticket on sale this upcoming Monday. I have it set up pretty much like how you have outlined how you'd do it, it's a Product Volume pricing rule that is triggered if they add a second opera to their cart, changing each to the subscriber price type. Essentially it's a faux package, where they then are still entitled to subscriber benefits.

    I have a messaging rule in place that fires on the TNEW Cart page if they have any full price single ticket in their cart, along the lines of "Want to save 20% on your order? Add another opera to your order, etc...." with a CLICK HERE link to direct them back to the event listing page in case they miss the Continue Shopping button.

    You'll want to make sure you have "Apply discount to lowest common number of seats" checked int he pricing rule setup, so it only applies the subscriber discount to the same number of seats for each opera.

    If you have any other questions feel free to reach out to me directly! mherring@operacolorado.org

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  • $organization

    Hi Mark, 

    We are doing exactly this as a special offer for our single ticket on sale this upcoming Monday. I have it set up pretty much like how you have outlined how you'd do it, it's a Product Volume pricing rule that is triggered if they add a second opera to their cart, changing each to the subscriber price type. Essentially it's a faux package, where they then are still entitled to subscriber benefits.

    I have a messaging rule in place that fires on the TNEW Cart page if they have any full price single ticket in their cart, along the lines of "Want to save 20% on your order? Add another opera to your order, etc...." with a CLICK HERE link to direct them back to the event listing page in case they miss the Continue Shopping button.

    You'll want to make sure you have "Apply discount to lowest common number of seats" checked int he pricing rule setup, so it only applies the subscriber discount to the same number of seats for each opera.

    If you have any other questions feel free to reach out to me directly! mherring@operacolorado.org

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