How to Activate Infrequent Attenders
June 3, 2014 - Comments Off on How to Activate Infrequent Attenders
Typically, half the attenders on a database only attend once a year. Research shows that they generally get the brochure and the mailings but that these don’t persuade them to book. They tend only to book for major shows or ones they already know they’ll like.
TelePrompt is a free information service to activate infrequent attenders. Patrons are telephone periodically and given a menu of shows (and brief information about each) about which they can order more information. The information sent is written to be more persuasive.
TelePrompt uses a deliberately ‘soft sell’ approach designed to build up a trusting relationship. Typically…
- 70% of patrons join the scheme
- Calling them can double participation rates
- Attendance keeps on rising in response to calls for up to 3 years
- For every £1 invested, patrons have spent £3 at the box office
Taking TelePrompt further…
TelePrompt concentrates on delivering just the information people requested. Stage 2 might involve some of the following:
- Added Value: Exclusive open days, backstage tours or pre-performance talks strengthen links
- Introduce a Friend: Provide incentives
- E-Prompt: Convert seasoned TelePrompt patrons to cost-effective email
- Crossover: Encourage ‘entry-level’ attendances at other types of productions with incentives
- Frequency Packages: multi-buy offers to increase frequency
Objective | Don’t | Do |
Get the right people | Call the people who live 50 miles away | Call people in the catchment area |
Keep it legal | Dive in without informed consent | Ask for telephone consent as Q1 in the call if you don’t already have it |
Explain the scheme | Assume people will want to join – the scheme is unusual and they might worry there’s a catch | Use a clear, reassuring script that allays their fears – people are then very positive |
Build a personal rapport | Be an anonymous voice reading from a pre-printed script | Introduce yourself and make sure it’s you that calls this patron next time round |
Record their preferences | Just tell everyone about everything all the time |
Find out what they’re interested in and tailor the info the their interests |
Solicit feedback | Just transmit info in one way – from you to them |
Encourage dialogue, ask questions, and get feedback, comments and suggestions. Record what they say and act on complaints |
Arrange the next call | Call again out of the blue | Agree when you’ll call them again |
Dispatch the info quickly | Wait until there’s enough for a batch mailing |
Send the requested info 1st class next day |
Keep it soft sell | Check-up whether they went to any of the shows you told them about last |
Check the box office records. Ask for feedback on the info you sent |
Confirm their continuing interest | Just keep calling | Positively confirm that they still want to be part of the scheme |
Develop their interests | Always just tell them about things they already like |
Suggest and recommend shows that you think they might like |
Move people off the scheme | Call them forever | Aim to move 50%+ onto e-prompt info by email. Suggest others might be ok on own two feet |
Try to deepen relationships | Limit the relationship to occasional calls about single shows | Sign letters from the caller, invite members of the scheme to open days/special events, move onto loyalty cards and first time subscriptions |
Evaluate scientifically | Just monitor the bookings of those called |
Establish a ‘control group’ of similar patrons and measure the ‘uplift’ caused by TelePrompt |
Evaluate qualitatively | Just judge by statistics | Get feedback from staff who call – they are listening to the audience and you can learn a lot from these debriefs |
Comments are closed.