Encouraging Loyalty.
Theatre Tokens is the National Gift voucher scheme developing Theatre audiences across the UK. With 270 member venues the scheme has unrivalled coverage in the UK, but we wanted to:
Diversify our product range
Encourage gifting & audience development
Provide additional marketing opportunities to members brands
Increase the organic social marketing opportunities for our products
Promote Theatre across the UK
Co-Branding Theatre Tokens E-Gifts
In the West End shows tend to have a minimum of a three month run with in an individual venue and tend to be quite iconic.
These shows have a lot of brand equity which is valuable for audience development, whilst Tokens provide a mechanism for encouraging users to convert on that experience and in doing so allow audience memebers to show their loyalty/affinity to a specific show.
Egifts are incredibly cost effective to produce. We templated a framework that would allow us to quickly mass produce these e-gifts, with the shows supplying pre-approved brand artwork we were able to achieve same day turnaround bringing new branded products to market to support our member shows.
*All images copyright their respective productions.Theatre Specific E-Gifts
Outside of the West End shows tend to tour and have much shorter runs at any given venue.
We identified that the show centric model we use in the West End would be less effctive in this context, however post-Covid-19 we were keen to ensure that venues outside of London had access to this opportunity too. Encouraging loyalty to a local venue and provide them with an additional marketing and audience development opportunity.
Again utilising our template we encouraged touring venues nationally to send us imagery of their venues (with no show specific branding visible to keep the creative evergreen). We also sent concepts out to venues that participated in our UK wide Love Your Local Theatre campaign as part of a promotional pack to encourage new member venues to join the scheme.
*All images copyright their respective venues.Outcomes
Theatre Tokens continues to grow from strength to strength and co-branded vouchers are now embedded in Theatre Tokens ongoing marketing and business development strategies with limited edition runs of physical gift card stock for additional exlusivity. This strategy has delivered the following benefits:
Increased loyalty from regional audiences increasing audience development
An additional marketing opportunity for member shows & venues increasing business developement
Increasing Theatre Tokens sales opportunies due to product diversity
A symbiotic increase in brand equity
