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Case Study
Queensland Performing Arts (QPAC)

First-time booker campaign – Service differentiation to increase purchase propensity

View QPAC website

Bienalto always delivers an exceptional standard of work, and this has been particularly true for our ‘First-time booker’ program. Their solution has helped us to resolve a very specific issue around customer churn, giving us tools to better engage with customers and increase the likelihood that they would return to QPAC within the year.

Rae Basset, Audience Development Manager, QPAC

    • Overview

    • With new shows on each month, QPAC relies on a slick and efficient marketing system that promotes the program to a database of more than 150,000 people. With the help of Bienalto, QPAC embarked on an innovative and strategic relationship marketing program that would target a key issue around customer churn.

      The program, which was coined 'First-time bookers', would seek to strengthen relationships with first-timers to the point where they would actively want to return to the venue.

    • Challenge

    • QPAC faced a huge issue with customer churn – particularly with first-time bookers, who were extremely unlikely to attend a second performance. QPAC had found that only 5% of first-time bookers would return. Given that first-time bookers make up a significant percentage of each audience, the loss of this repeat business was keenly felt.

      A large proportion of marketing expenditure was being allocated to above the line advertising to attract new bookers, while little was being done to retain them.

    • Solution

    • QPAC sought a solution to a very simple question: 'How can we sell a ticket to a second performance?'

      Bienalto developed a series of targeted and automated emails that would be sent to first-time bookers. Each email used the customer data within the CRM/ticketing system to tailor messages that engaged customers at multiple stages of the life-cycle – equipping them with all the information they would need to have a relaxed and special night.

      Follow-up emails would strengthen the relationship, immediately re-engage the customer and provide incentives to re-book with QPAC.

    • Results

    • Bienalto's strategy – to deliver targeted, timely emails that offered a new, differentiated experience – was a huge success. The year-long trial of the 'First-time bookers' program resulted in a five-fold increase in patrons purchasing tickets to a second show within the year, smashing QPAC's original targets.

      This innovative approach compounded the success of QPAC's already effective email marketing program – a strategic initiative that relies heavily on segmentation and targeting, which was also developed by Bienalto.

      The email-based marketing program, which was custom-designed to resolve a very specific issue, is now being operationalised further. Many elements of the program have been incorporated into transactional emails delivered to all customers – not just first-time bookers.

      View QPAC website