Revolutionizing Audience Engagement: A Case Study on National Theatre
Technology Category
- Platform as a Service (PaaS) - Application Development Platforms
- Sensors - Level Sensors
Applicable Industries
- Education
- Equipment & Machinery
Applicable Functions
- Sales & Marketing
Use Cases
- Leasing Finance Automation
- Material Handling Automation
Services
- System Integration
About The Customer
The National Theatre (NT) in the UK is much more than a theatre building on the South Bank of the Thames in London. NT Live cinema broadcasts are seen in over 2,500 venues in 65 countries, worldwide. The NT runs a program investing in the future of talent, creating and commissioning new plays, building audiences, and partnering with theatre companies across the UK. There’s also a nationwide learning and participation program that supports creative education for young people. Recordings of performances are available for online streaming around the globe.
The Challenge
The National Theatre (NT) faced a significant challenge in understanding and reaching its diverse audience. Previously, the theatre's email system was tied to its South Bank booking/ticketing system, which was very 'batch and blast.' The system could do some segmentation based on previous booking behaviours, but it was too linear and traditional. The NT's ability to use automation was limited, and the email system could not accommodate programmed workflows or understand and respond to customers' web behaviours. This was frustrating as retargeting could be done on other channels using cookies and digital advertising. The NT wanted to bring that same level of understanding and retargeting to emails using a new CRM. With many venues and outlets for programs, the NT planned to stop being London-centric and think more nationally and internationally. A particular challenge was marketing the NT Live performances at cinema chains where NT does not own the data. The arrival of COVID-19 added another complication, requiring rapid and radical adjustments.
The Solution
The NT adopted Acoustic Campaign, including the Social Audiences module, as its CRM workhorse. All CRM activity now takes place in Campaign, with reporting, data, data insights, and audience surveys all running through this tool. The Social Audiences module is used in four key ways: retargeting based on bookers’ data, providing 'programmatic' CRM support, prospecting for new audiences, and making marketing spend more efficient by suppressing audiences that have already purchased tickets or that the NT knows won’t be interested in certain performances. The NT has been able to reach new people using dynamic content, serving multiple messages to different segments of its audience based on factors such as geography, web behaviours, and email opens. Another breakthrough capability for NT is webtracking, which has been fundamental in helping drive conversions with the most engaged audiences and make the use of Campaign most efficient.
Operational Impact
Quantitative Benefit
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