THE CHALLENGE

A regional theater sought to increase ticket sales by drawing new patrons and encouraging more repeat sales. Their print and digital marketing campaign required a more focused and efficient process to reach their audiences on a more consistent basis.

THE STRATEGY

YEAR 1

  • Recommended a website redesign to make it mobile responsive
  • Broadened their audience targeting capabilities by adding SEM to their marketing mix.
  • Encouraged targeting by show genre rather than show title.
  • Reduced their targeting geography to a 20-mile radius to help increase impression share, and the overall performance of the campaign.
  • Developed a comprehensive re-messaging program to reinforce their branding, remind theater and music lovers of upcoming shows and drive ticket sales.

YEAR 2

  • Added and improved Negative Keywords to ensure higher quality traffic to their website.
  • Updated search campaign landing pages to provide better user experience and improve conversion rates.
  • Continual optimization of the SEM campaign and budget for lower performing show categories.

THE RESULTS

YEAR 1

  • The venue registered their best year in ticket sales!
  • Improved Click Rate from Genre Based SEM Targeting: A wider genre net captured more prospects with potential interest in upcoming shows.
  • Website Traffic Increased 42% within the first 10 months compared to the previous year.
  • More Effective Return on Investment: Geography reduction help concentrate the targeting to areas with the highest potential to visit the venue.

YEAR 2

  • 74% Growth in ticket sales from paid search YOY
  • Venue operating at 90% capacity

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