24 June 2011
The QPAC first-time booker program – an innovative customer segmentation and email marketing campaign – has more than doubled the rate that first-timers to arts events return for another show.
It’s a success story we’re proud of at Bienalto, given that we were instrumental in designing the email marketing program that nurtured these people during their first QPAC experience.
We talk about our strategy of service differentiation to increase purchase propensity here.
The crew at Connecting:// Arts Audiences Online have also deemed the program a great success, featuring a case study on the campaign on their site.
In the case study, the Australia Council talks to Lisa Campbell, Online Marketing Manager, Queensland Performing Arts Centre, about the positive impact the program has had at QPAC.