The theater industry is a vibrant and dynamic world, constantly evolving with the times. To remain competitive and maximize ticket sales, theaters need to identify and effectively target specific audience segments.
Understanding your audience is crucial in this digital age, where personalization and targeted marketing are expected.
Here are some key audience segments that theaters should focus on:
Local Enthusiasts: Proximity-Based Targeting
Theaters should pay special attention to audiences living in close proximity to their venue. People living nearby are more likely to become repeat customers due to the convenience factor. Utilize postal code data to send personalized marketing communications and special local offers. This strategy not only attracts a loyal local audience but also builds a sense of community around the theater.
The Spontaneous and the Planners: Understanding Buying Behavior
Some theatergoers make spontaneous decisions based on availability and impulse. These individuals are more likely to respond to last-minute deals and promotions. By targeting this segment with urgency-driven marketing (like limited-time offers), theaters can fill seats that would otherwise remain empty.
Conversely, there are those who plan their outings well in advance. Offering early-bird discounts or special packages can attract this segment. These customers appreciate the assurance of securing tickets early and often enjoy the anticipation of an upcoming show.
Analyzing purchasing trends in relation to the event date can effectively identify customer segments. This information can then guide the creation of targeted offers and communications that are more likely to resonate with each segment.
The Genre Aficionado: Content-Type Based Marketing
Analyzing past purchase history enables theaters to identify customers’ content preferences, whether for musicals, dramas or contemporary plays. This targeted marketing strategy, grounded in data, can significantly boost interest and ticket sales.
However, it’s important to note the discrepancy between what customers claim to prefer in specific genres and what their purchasing data actually reveals. This insight allows for a more nuanced approach to marketing, ensuring that communications are not only based on stated preferences but are also informed by actual buying behavior.
This data-driven approach ensures that customers are informed about shows that align with their tastes, thereby increasing the likelihood of a purchase.
Seasonal Show-Goers: Capitalizing on Time of the Year
The time of the year plays a crucial role in influencing audience behavior. By analyzing previous ticket sales data, theaters can identify individuals who attended specific holiday shows, such as last year’s Christmas performance.
These patrons can then be specifically targeted with marketing communications for this year’s similar seasonal offerings. Personalized messages emphasizing the continuity of tradition and the unique features of the current year’s show can be highly effective. This strategy not only acknowledges their previous patronage but also aligns with their demonstrated interest in seasonal events, increasing the likelihood of repeat attendance.
Organizations can also leverage this seasonal data to make informed programming decisions and identify the most commercially appealing content that resonates best with their audiences.
Family and Educational Groups: Community Outreach
Family-friendly productions and educational plays can attract school groups and families with children. Offering special family packages or educational discounts can encourage group visits. Collaborating with schools for special performances or workshops can also open up a new audience segment.
The Loyal Subscribers: Membership and Loyalty Programs
Encouraging repeat visits through membership or loyalty programs can create a dedicated base of theatergoers. These programs can offer perks like priority seating, discounts on future tickets, or exclusive access to special events. Loyal subscribers are likely to become advocates for the theater, further driving ticket sales through word-of-mouth.
By understanding and catering to the diverse needs and preferences of these segments, theaters can not only increase ticket sales but also build a loyal and engaged audience community. The key is to blend creative marketing strategies with a deep understanding of audience behavior and preferences.
Contact us to book a demo to see how live entertainment organizations like yours leverage Activity Stream’s audience segmentation and data visualization tools to create high-converting audiences.
