How are you planning to get your lapsed ticket buyers back?

You probably engage in lapsed subscriber campaigns to try and bring back former subscribers who haven’t renewed.  But, do you also do the same sort of campaigns for previous ticket buyers who haven’t been back?

Existing customers are 50% more likely to try new products and spend 31% more than new customers.*

Imagine your average ticket purchase for a new acquisition is $50. That same ticket purchase for your existing ticket buyer goes up to $65.50.  And you’re a lot more likely to cross-sell them into that new show you have next month.

It is worth it to spend a little bit of extra time to communicate with lapsed ticket buyers.

Here are some tips to re-engage and reactivate lapsed ticket buyers:

  1. Identify and Segment.  The first step is to identify ticket buyers who haven’t returned within a certain amount of time and group them into a segment.  You can use this segment for a variety of communications such as direct mail, email, and Facebook advertising.
  2. Find The Clones.  Once you have your segment identified, create a cloned list of new prospects who match their demographics for your direct mail campaigns. (You can do this easily with our P360 software.) This will expand the pool of qualified people who receive your communications. You can carry this through in your Facebook advertising campaigns by creating a Custom Audience based on your lapsed ticket buyers.
  3. Create Compelling Messaging.  A lapsed ticket buyer may need slightly different messaging than your regular buyers.  Make your communications to them as compelling and easy to understand as possible.
  4. Make An Offer.  Offering a discount or other incentive can be very effective in winning back lapsed ticket buyers. Remember, the offer doesn’t always have to be a discount (although that would be a good option). You could also offer a backstage tour, a glass of champagne at the lobby bar, or free parking.
  5. Rinse And Repeat.  Just like with all marketing communications, it takes seeing your message multiple times to move forward with action. Include your lapsed buyers segment in future communications across all platforms including direct mail, email, and social media.

*Harvard Business School