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Ditch the Kids!

Makes: Inspiration for first-time attendees to return for date night

 

Cooking time: 2 hours

indigo-spektrix-collaboration-logo-01

This recipe card was created in collaboration with Indigo-Ltd 

a happy couple sitting together in a crowd and laughing

 

With research* demonstrating the key role of first-time audiences, the experts at Indigo-Ltd recommend creating opportunities for first-timers to come back again to treat someone special in their life.

One way to achieve this is by inviting parents of younger children (who may have been to you to see a family show) back again as a couple.

 

EXPLORE OUR AUDIENCE DATA INSIGHTS

Ingredients

 

Data

People who attend your organization for the first time with children - either have attended a family show or have purchased child tickets.

Key messages   

  1. Thanks for coming - it was great to see you bring your children to visit. 
  2. Now it’s time to treat yourself and escape hectic everyday life.  
  3. You don’t have much spare time, but we can guarantee you a great night out.

Optional extras

  • A celebration package to add to any show
  • Special offer specific to two adults

 Prep

 

  1. Select (or create) photos of adults in your venue having a lovely time, for example enjoying a drink at the bar or sitting in the auditorium laughing (don’t use production shots)
  2. Create a web page tailored to adults attending as a couple, including practical information such as food and drink options to make the evening special. You could create a filtered list of what’s on or focus just on the overall experience of attending.
  3. Prep a concise content block for email and web which focuses on how easy the process of booking and the visit itself is. This could include ticket insurance, no booking fees, links to parking or transport, or information on access facilities.
  4. Gather testimonials of other parents talking about the joy of visiting you as a treat and a way to relax away from the children.

 

 

a pot with different symbols of the arts falling into it including a music note, tickets, and a guitar

 

Cook

 

  1. Write a compelling email that can work for any production or event, using images of couples having a great time together in your venue.
  2. Send your email as a one-off to a customer list of people based on the criteria above who have attended in the last six months. (You could also look at the gap between their last attendance and their booking to try and find a sweet spot for when you send your email.) 
  3. Measure how many people book tickets as a result.
  4. Schedule an ongoing automated email campaign to send to everyone who booked a family ticket at a fixed interval after their visit, continuing to track click-throughs and bookings.
  5. Look at your audience survey data (for example, data gathered using Indigo Share: Subscription) to assess motivations to attend for those with children under 16 so you are continually learning and improving your campaign.

Bon appétit!

Keep exploring our recipe box to fill your pantry with more ideas and insights on how to reach tomorrow's audience. 

 

TRY MORE RECIPES

 

*These recipes were crafted in response to the Tomorrow's Audience Indigo Share: Hot Topic, created in partnership with Spektrix and in association with a consortium of many of the UK's leading arts organizations. The rise in first-time audiences is mirrored in our US and Canada data, and we're confident that the tactics recommended here are relevant to both regions.