Win-Win
4/26/18
It’s awards season, and while we eagerly await the Tony Award® nominations next week, Audience Rewards is focused on a different type of win: increasing revenue for shows.
On average, across all of Broadway, Audience Rewards members pay 22% more per ticket. It’s a win for the shows (obviously), but what’s in it for the buyer?
By earning points on their tickets, our members are responding to added value. This is consistent with consumer behavior data collected across a variety of verticals. According to the Bond Brand Loyalty report, 66% of consumers say they modify the amount they spend in order to maximize points.
On Broadway, this plays out through Audience Rewards bonus offers. While discounts may be available in the market, our members come to Audience Rewards and pay full price in exchange for earning the most possible points, which are later redeemable for free tickets, merchandise or experiences.
In the same report, 70% of consumers also said they modify when or where to purchase in order to maximize points. We see the “when” on Broadway during presales: We offer extra points to members buying tickets 4-6 months before performances even begin; and when there’s an added points incentive on preview dates, we see a lift of almost 50% into those dates.
So the shows receive extra revenue, and our customers get the points they’re playing for. Wish there was an award for that!
Learn more about Audience Rewards at www.AudienceRewards.com.
On average, across all of Broadway, Audience Rewards members pay 22% more per ticket. It’s a win for the shows (obviously), but what’s in it for the buyer?
By earning points on their tickets, our members are responding to added value. This is consistent with consumer behavior data collected across a variety of verticals. According to the Bond Brand Loyalty report, 66% of consumers say they modify the amount they spend in order to maximize points.
On Broadway, this plays out through Audience Rewards bonus offers. While discounts may be available in the market, our members come to Audience Rewards and pay full price in exchange for earning the most possible points, which are later redeemable for free tickets, merchandise or experiences.
In the same report, 70% of consumers also said they modify when or where to purchase in order to maximize points. We see the “when” on Broadway during presales: We offer extra points to members buying tickets 4-6 months before performances even begin; and when there’s an added points incentive on preview dates, we see a lift of almost 50% into those dates.
So the shows receive extra revenue, and our customers get the points they’re playing for. Wish there was an award for that!
Learn more about Audience Rewards at www.AudienceRewards.com.
Originally published in Broadway Briefing.