Success Stories: Playwrights Horizons

February 12, 2016 AudienceView Marketing

THE SITUATION

“We had an incredible spike in Facebook likes and we wanted to take advantage of this large group of potential audience members,” explains Bethany Nothstein, Manager of Audience Services at Playwrights Horizons.

Forever innovating, Playwrights Horizons prides itself on producing exceptional content to engage with its audience on Facebook and other social media platforms. Coupled with efforts to increase engagement on Facebook, the team recognized an opportunity to capture data from current Facebook fans while guiding more people to like their Facebook page using AVTiki – AudienceView’s social ticketing platform.

“It was a strategy from both sides,” says Nothstein.  “We wanted to guide ticket buyers to our Facebook page to get the content we were publishing, but we also wanted to capture the data of the Facebook followers we already had.”


THE SOLUTION

Playwrights Horizons activated AVTiki to capture data from existing Facebook fans while driving other ticket buyers to their Facebook page using pre-sales.

“We first used AVTiki for a pre-sale of The Flick,” explains Nothstein. “We offered a 24-hour discount before tickets went on sale to the general public to reward our Facebook followers. We promoted the pre-sale to our current patrons on Facebook, granting access only to those who liked our page.”

Implementing AVTiki proved to be a great strategy to drive ticket sales among existing Facebook fans and encourage others to engage with the organization’s page and click “Like.”

“AVTiki was successful because we could encourage our ticket patrons to engage with us on Facebook, which is  in keeping with our mission-related goals because we put out a lot of exceptional, brand-based content on our social media pages. The pre-sale promotions give our audience another reason to follow our page,” explains Nothstein.

“Not only that, we can get a better view of our Facebook followers and get a more robust picture of how to market to this segment since they are now providing their ticketing information directly on our Facebook page.”

Pre-sale tickets are available for 24 hours before going on-sale to the general public via other channels, including the Playwrights Horizons website, and are offered at a discount averaging 40% off the full ticket price.

“The discount is something we also wanted to implement so that we could get information on our price-conscious buyers, who would usually buy rush tickets immediately before the show. This model of ticket purchasing didn’t allow us to capture their information because of the rapid nature of the sale” says Nothstein.

In addition to discounted pricing, Playwrights Horizons eliminated fees for all tickets purchased via Facebook and allowed audience members to reserve the seat next to them for friends.  These added incentives made Facebook a very appealing platform for patrons to purchase their tickets.

At a Glance

  • 124 tickets sold during first pre-sale on Facebook
  • Almost 800 tickets sold using AVTiki over 12 productions

 

 

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