Effective CRM strategy for a cultural institutions without ticketing

The Institut Français du Portugal (IFP) has been promoting French and Lusophone culture since 1937 through a rich and diverse program: exhibitions, theatre, literature, and debates. However, as a free-entry institution, the IFP does not have a ticketing system to collect visitor information such as name, surname, or email address. Thanks to its collaboration with Arenametrix, the IFP implemented an effective digital strategy to collect key information from its community and store it in its database — ultimately allowing for better audience segmentation based on preferences.

The Challenge: Engaging an Audience Without Ticketing or Entry Tracking

Without a ticketing system, the IFP only had access to the email addresses of its newsletter subscribers, which limited the personalization of its communications. The goal was twofold:

• Requalify the existing database, meaning collect essential information (first name, last name, location, interests) from pre-existing contacts.
• Grow the database and reach new audiences through incentive-based campaigns and contests.

A simple and impactful digital strategy

→ Optimized newsletter sign-up: The sign-up form on the IFP website only asks for essential information in order to maximize subscription rates. It is directly connected to the CRM, and an automatic confirmation email invites new subscribers to complete their profile by providing additional details.

→ Contests to encourage participation: The IFP launched prize draws offering cinema tickets to win. To take part, users were asked to provide their age, postal code, phone number, and cultural preferences. This engaging mechanic helped collect valuable data while boosting audience engagement.

→ In-depth audience analysis: The data automatically collected in IFP’s Arenametrix CRM (age group, region, interests) made it possible to refine the communication strategy. The IFP now has a much clearer understanding of its audience and their expectations.

Three Key Benefits

For the IFP:

• An enriched and qualified database despite the absence of a ticketing system.
• More targeted and effective communication.

For subscribers:

• A personalized experience thanks to relevant content.
• Exclusive opportunities through giveaways and special benefits.

For the digital strategy:

• Strengthened engagement with more active subscribers.
• A better understanding of audience expectations.

And what if you, too, turned your audience into an engaged community? With Arenametrix, qualify your contacts and optimize your communications with ease!