Kleintheater Luzern

Reinventing the first-time spectator journey with data

Discover how Kleintheater engages and retains new audiences through precise data analysis and personalized communication.

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For decades, Kleintheater has been a key cultural venue in Central Switzerland. Known for its high-quality productions, it offers a diverse and contemporary program including theatre, music, dance, cabaret, children’s shows and literature. Regional creations stand alongside national and international productions, resulting in a rich and varied lineup.

Kleintheater plays an important role in Switzerland’s cultural landscape. When the new management team took over in 2023, one of its main priorities was to enhance the theatre’s digital ecosystem to better understand its audience and improve audience targeting.

With a small team, the theatre also aimed to increase operational efficiency by automating as many marketing and communication tasks as possible. The goal is clear: save time, improve audience care, anticipate needs and drive revenue growth.

The key challenges

Like many theatres, Kleintheater noticed that a significant share of its audience consists of first-time visitors. Since the beginning of the 2024/25 season, newcomers account for around 57% of total attendance.

Based on this insight, the theatre wanted to:

  • Gain clear access to sales and communication data to identify new visitors;
  • Provide a welcoming and engaging introduction to the Kleintheater experience;
  • Support newcomers with personalized content;
  • Better understand their motivations to strengthen retention;
  • Demonstrate that everyone is welcome at Kleintheater.

What we implemented

→ Automated welcome journey: Kleintheater created an email journey specifically for first-time visitors. A thank-you email is sent one day after the first purchase, followed by a pre-show message two days before the performance with all key practical information. Regular attendees do not receive this sequence.

→ Storytelling development: The aim is to create a warm and immersive experience. The two emails share the theatre’s story and introduce audiences to its world. The team and additional services are presented in a personal and engaging way.

→ Campaign performance analysis: After several weeks, open, click and conversion rates were reviewed to fine-tune marketing pressure. The theatre also assessed whether similar journeys should be created for loyal audiences or complemented with a post-show email.

x2

in autumn 2024, twice as many first-time spectators purchased another ticket after their initial visit compared with autumn 2023.

13.5%

average click-through rate for the welcome journey (anything above 6% is considered excellent in digital marketing).

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Arenametrix developed a tailored and user-friendly solution for us. Exchanging ideas with many renowned clients gives us valuable insights that help us define the best strategies for our theatre. The Arenametrix team supports us closely and professionally, making the collaboration highly efficient and enjoyable.

Janine Rebosura - IT and Ticketing
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