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