E-Marketing Case Study

Who? Lyric Theatre

What did they want to achieve?
The Lyric Theatre wanted to maximise their audience attendances for their production of Dancing at Lughnasa through an e-marketing campaign. The play opened on 1 June and ran until 7 July 2007.

How did they go About it?
Audiences NI hold the entire e-mail contact list for the Lyric Theatre on their Patron Mail data-base. The Lyric approached Audiences NI and asked them to design an e-card that they could use for an e-marketing campaign. The e-card was designed, agreed and forwarded to the theatre’s on-line audiences on 29 May, a few days before the show opened. During the next few week’s, the Lyric gathered press clippings and reviews of the show and asked the agency to create a second e-card based on positive press coverage of the play. This was forwarded on 19th June.

Response
The e-card that went out on 19th June generated the second largest sales day for the show, resulting in several sold-out houses.

What did it cost?
The campaign was facilitated by Audiences NI as part of Lyric’s membership of the agency and therefore was delivered as a free service. The only cost to the organisation was in terms of staff liaison with the agency which was minimal.

Feedback
"We asked Audiences NI to create and send out an e-card including our press reviews for Dancing at Lughnasa, and the next day our box office soared with our second highest day of sales to date." (Glynis Watt, Marketing Manager, Lyric Theatre)