1. Achieving Loyalty - Our Journey Jeanette Keane – Marketing Manager Fergus Hannigan– Marketing Officer November 2012

2. Abbey Theatre, Ireland’s national theatre

3. Data is Power Ticket Master Pre-2008 limited engagement with audience Tessitura Post 2008 data capture over 95% used to achieve loyalty

4. Achieving Loyalty 1. Identify Trends 2. Understanding Audiences 3. Ideal Audience Behaviuor 4. Engagement

5. Step 1: Identify Trends 1. Growing number of first time bookers. 2. Growing number of lapsed bookers.

6. Step 2a: Understanding Audience by Demographic Ogham Codes CLUSTEROgham CodePercent The Cultured EliteUDA217.2% The Sorted SegmentUBB511.8% Married & MortgagedUDB310.1%

7. Step 2b: Understanding Segmentation by Behaviour Accenture Segmentation Excercise

8. Step 3: Ideal Audience Behaviour Recency Monetary Frequency

9. Maintaining Loyalty First Time Regular Booker Booker

10. Step 4: Segmentation Engagement Ladder Journey from First Time to Regular Booker: 1. Triggered booking and welcome e-mails 2. Front of House staff welcome audience member 3. Recommendations for next visits 4. Incentive to return

11. Conclusion Reward Loyalty