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Achieving Loyalty - Our Journey

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

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Achieving Loyalty - Our Journey

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  1. Achieving Loyalty -Our Journey Jeanette Keane – Marketing Manager Fergus Hannigan– Marketing Officer November 2012

  2. Abbey Theatre, Ireland’s national theatre

  3. Data is Power Ticket Master Pre-2008 limited engagement with audience Tessitura Post 2008 data capture over 95% used to achieve loyalty

  4. Achieving Loyalty 1. Identify Trends 2. Understanding Audiences 3. Ideal Audience Behaviuor 4. Engagement

  5. Step 1: Identify Trends 1. Growing number of first time bookers. 2. Growing number of lapsed bookers.

  6. Step 2a: Understanding Audience by Demographic Ogham Codes

  7. Step 2b: Understanding Segmentation by Behaviour Accenture Segmentation Excercise

  8. Step 3: Ideal Audience Behaviour • Recency • Monetary • Frequency

  9. Maintaining Loyalty • First Time RegularBooker Booker

  10. Step 4: Segmentation Engagement Ladder Journey from First Time to Regular Booker: 1. Triggered booking and welcome e-mails 2. Front of House staff welcome audience member 3. Recommendations for next visits 4. Incentive to return

  11. Conclusion Reward Loyalty

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