Discover how Co-Motion leverages audience data to increase membership card sales while strengthening both acquisition and retention.
Co-Motion
A CRM Strategy to Drive Membership Growth
A Key Player in Quebec’s Cultural Scene
Co-Motion is a leading promoter and programmer of live shows in Laval. Its name reflects its philosophy: “Co” for collaboration and “Motion” for movement and emotion, symbolizing the desire to spark reactions and create memorable experiences through every performance.
Committed to making the arts accessible to everyone, Co-Motion stages productions across multiple venues in Laval and offers delegated production, professional programming services, ticketing solutions, and technical expertise. It also runs cultural outreach activities to bring artists and audiences closer and support local artistic development.
Strategic Challenge: Boosting Membership Acquisition and Renewal
For several years, Co-Motion has offered a membership card with numerous benefits:
- Discounts on most performances
- Early access to ticket presales
- Partner promotions and discounts
Despite these advantages, adoption remained low: only 13% of spectators in the 2024-2025 season held a membership card. The challenge was twofold:
- Increase awareness of the card among regular attendees to encourage new memberships
- Highlight the benefits for existing members to ensure they actively use their privileges and perceive full value
Ultimate goal: enhance satisfaction, drive repeat purchases, and encourage membership renewal year after year.
From Dynamic Segmentation to Automated Customer Journeys
→ Integrated Acquisition Within Communications: A dedicated membership promotion block is automatically added to every newsletter. Non-members see the promotion, while existing members do not. Result: continuous promotion without overwhelming communications or creating redundancy for current members.
→ Dynamic Member Identification to Deliver Exclusivity: Using a dynamic, real-time list updated based on purchases over the past 12 months, Co-Motion automatically identifies membership card holders. This segmentation ensures truly exclusive communications and reinforces the promise of a privileged experience.
→ Automated Renewal to Support Retention: An automated workflow triggers a first renewal reminder 14 days before the card’s expiration, followed by a second reminder if no action is taken within the next 14 days. Benefit: secures recurring revenue while maintaining a personalized, active connection with members.
+20%
membership sales: 338 cards sold between January–February 2026 vs. 282 in the same period in 2025.
17%
click-through rate: the first renewal email performed exceptionally well.
28%
renewal rate: among members who opened the first renewal email, 28% renewed their membership.
Key Feature: Conditional Content Display
Conditional content ensures that segmentation no longer requires sending multiple campaigns. Instead of creating separate newsletters for each audience, Co-Motion personalizes content within a single email.
Content blocks appear or remain hidden depending on a contact’s profile: member vs. non-member, ticket purchaser vs. non-purchaser, and areas of interest.
For example, non-members see the membership promotion (highlighted in bright color), while current members do not.
Outcome: one campaign delivers different messages based on profile, status, and purchase history. Personalization now applies not only to who receives the newsletter but to the content itself.
We can now deliver communications truly tailored to each spectator’s status and purchases. Conditional content has completely transformed our approach: a single newsletter with personalized content for every profile.
Elie El-Helou, Marketing & Communications Project Manager - Co-Motion
