From Seasonal Bookers to Year-Round Audiences

Perhaps you’re coming out of a busy festive season and noticing a familiar pattern: many of your seasonal bookers only engage once a year, for that Christmas show? 

But with the right engagement strategies they could become reliable audiences all year round - after all there's a long-standing marketing adage that  it’s easier to persuade an existing customer to return than it is to convert someone new.

In this practical session, we'll demonstrate how the Audience Answers tools can help you identify those occasional or seasonal bookers, and what Audience Spectrum can tell us about their motivations, values and needs. 

Finally, we'll suggest how to create communications that are more relevant, more persuasive, and more likely to bring those one-time or occasional bookers back.

We'll look at a mix of free and paid-for options - so no matter your budget, you should leave with specific, tactical ideas that you can apply straight away.

No prior experience or knowledge of Audience Answers or Audience Spectrum is needed, we'll introduce both in the session.

Anyone working in or for a UK arts, culture or heritage organisation who is involved in creating or delivering marketing campaigns.

A 50 minute presentation, with some time at the end for questions

Our online events are held on Zoom, and you will be sent a link to join the session in advance.