Gain efficiency by automating pre-show communications for spectators

Built in 1879, the Grand Théâtre de Genève (GTG) is the largest artistic stage in Switzerland and is home to the Geneva Opera and Ballet. Each season, it offers nine opera productions, three dance productions, a wide range of cultural and festive events, productions for young audiences and recitals that contribute to the influence of the institution and honor its public service mission.

The venue can accommodate 1,500 people for each performance. The Grand Théâtre de Genève was named
“Opera House of the Year” in 2020 (Opernwelt).

The importance of pre-show e-mails

The GTG had already set up automation scenarios in the form of pre-show emails. The content, adapted to each show, allows the spectator to learn more about the artistic work he is going to attend and to receive practical information.

With the end of the COVID19 pandemic and the change in the habits of its audiences, the GTG noticed an increase in last-minute purchases and wanted to address this segment specifically. As example for an opera, the share of last-minute spectators (eve or same day) doubled between the 2018/19 season and the 2022/23 season (3.5% in 18/19 against 6.4 % in 22/23).

Communicate with all your audiences using marketing automation

To set up such automation scenarios, the GTG needed to receive its ticketing data from its ticketing system (Secutix) in real time on its CRM tool.

On top of that, GTG needed a marketing platform that could:

• Create dynamic lists for each show with spectators who bought their tickets the day before and/or the same day ;
  
• Set up structured automation scenarios addressing these two segments and ensure that each viewer has received the necessary information (analysis of the opening rate and the click rate) ;
  
• To better know and understand its spectators who decide at the last minute and to establish a typology of audiences based on the program (opera, ballet, recital, etc.).
  

What we've done

→ Creation of last minute buyers lists on Arenametrix: Thanks to the real-time connection that exists between Arenametrix and Secutix, the GTG has created two segments bringing together buyers from the day of the performance and the day before respectively. 

→ Setting up 2 automation scenarios for each performance, and depending on their start time: The first scenario sends a message the day before the show to all buyers. A few hours before the curtain rises, a second scenario is activated for all buyers of the day of the performance and those who have not opened the email sent the day before.

→ Analysis of the statistics of each campaign: After each performance series, the click-through, opening and unsubscribe rates are analyzed. Arenametrix also offers, through the “purchase time” filter, a way to clearly identify the number of last-minute buyers.

Marketing automation scenario, and automated pre-show newsletter