Maximize Your Existing Customer Purchases
For the past three months, I have been working with The Vancouver International Fringe Festival, one of the top festival organizations in Vancouver. During this time, Lift Strategies was hired to help them come up with a number of strategies to maximize sales using their ticket sales database.
A few weeks back, the organization launched a 72-hour campaign that was targeted at what we called the “Fringe Addicts”, a very specific audience category. A Fringe Addict is a festival-goer who has attended five or more performances during at least one festival over the past three years.
The campaign was also focused on promoting the Vancouver Fringe’s biggest kick off event, the Gala Opening, which takes place on the evening of September 3, 2008. What we did was exclusively offer the Fringe Addicts an item that is not for sale: the infamous festival T-shirt, which would be offered as a valued added item if they purchased tickets to the Opening Gala through the online ticket system within 72 hours.
Because frequency is what gets results, three e-mails were sent over the course of the promotion. The first announced the campaign. The second was a reminder and the third stated the cut-off time for the promotion. It was no surprise that the final e-mail generated the greatest ticket sales.
Ticket sold as the result of this promotion represented 7% of the entire Fringe Addicts database. This percentage for e-mail-driven campaigns was well above the average conversion rate of 0.5 – 2%.
Contact us if you want to know more about how we can leverage sales from your existing database. Call 604-255-2098 or e-mail Jen at jen@liftstrategies.com.