IMPLEMENTATION // E-marketing Communication
How do you take a classic story into the immersive theatre scene and add a modern twist to the communication approach to engage ticket buyers before they have even arrived at the show?
Having a strategy in place to communicate with audiences both before and after the event is an important way of sharing information, as well as helping to build excitement and cross-promote. For Adventures in Wonderland, Boom made use of the audience data captured from online transactions, designing a communication style to speak to customers in a way that reflected the show itself. This included ticket confirmation emails written by the White Rabbit, as well as follow up communications post-event to cross-promote other events across the brand. In addition to this, Boom also sought and secured reciprocal marketing opportunities using quality audience data from theatres, festivals and non-live entertainment contacts within retail, to continue to broaden the communication reach.
• Free marketing secured to the value of £10,000
• 86% of all sales made online
• 92% of all online transactions via the show’s own website