Collect spectators' feedback thanks to automated post-show emails

Inaugurated in 2013, the 330-seat Théâtre 100 Noms was designed in the spirit of a genuine 17th-century Italian-style theater. It is located in the heart of Nantes' old port.

With over 40 shows and 350 curtain raisers per season, it offers a varied program: comedies, original creations, impro, stand-up, family shows... Every year, it entertains and amuses over 75,000 spectators.

The voice of spectators: a real treasure for any venue

Gathering the opinions of your spectators is essential in many ways,
as it enables you to:

• Assess the quality of the spectator experience and continuously improve your offerings;
• Build loyalty among your spectators by valuing their opinions and creating a genuine community;
  
• Promote the event to website visitors.
  

Théâtre 100 Noms is well aware of the value of this feedback, and until now has been collecting it by sending out manual satisfaction emails after each show.

In order to collect audience satisfaction without making this a time-consuming task, the Théâtre 100 Noms team wanted to set up a marketing automation scenario that would make it possible to:

• Gather the satisfaction of spectators who have come to see a running show;  
  
• Send this email at the most opportune moment, in the continuity of the spectator experience;   
  
• Save staff time and improve their productivity;   
  
• Generate visible reviews on their website.
  

What we've done

→ Definition of satisfaction survey methods:
- How? With an automatic email
- When? The day after the show
- Incentive? 1 review = 1 chance to win 2 tickets 
- Where? On the show pages of the theater's website, so that comments can be used to promote the show.

→ Fine segmentation of the database: In order to increase the number of opt-in contacts in its database, Théâtre 100 Noms distinguished opt-in and non-opt-in spectators, and offered the latter the opportunity to subscribe to their newsletter via a form.

→ Activation : Thanks to the daily connection between Arenametrix and the ticketing software, Mapado, Théâtre 100 Noms is able to integrate spectator purchases and behavioral data into its CRM.

French example of an automatic post-show email sent, and reviews left on the Théâtre 100 Noms website: