It's September, that means you’ve already been getting ready for holiday programming for months! Your campaigns are likely already set, but let’s cover another crucial piece of the campaign, bring the momentum into next year.
You are about to have your busy season, maybe even your biggest event of the year in terms of new patrons. Let’s look at 6 ways you can use a successful Panto or Christmas program to give 2025 the best possible start.
Analyze the audience data from panto and Christmas performances, particularly first-time attendees and returning guests. Use this data to create targeted campaigns, offering personalized invitations and promotions for the upcoming season to build on the excitement and engagement.
While the energy from holiday shows is high, offer special early bird or limited-time discounts on subscriptions or memberships for the new season. Create compelling reasons for patrons to commit to attending more throughout the year, focusing on continuity.
During panto and Christmas performances, use programs, lobby displays, and pre-show announcements to advertise the new season’s highlights. Include QR codes for easy ticket purchases and highlight exciting shows coming soon.
Consider bundling tickets to new-season performances with leftover holiday promotions, like a “New Year, New Shows” package or a “Panto Fan Bundle” that offers discounts on family-friendly shows, maintaining the festive energy into the following months.
Keep the buzz alive by sharing behind-the-scenes content, cast interviews, or fan moments from the holiday shows, and tie them into the promotion of future productions. Create a narrative that connects the holiday magic to what’s coming next, keeping your audience engaged.
Leverage partnerships formed during the holiday season for ongoing engagement. Collaborate with local businesses to offer joint promotions or experiences that connect the holiday success with the next season, like VIP experiences, dinner-and-show packages, or community events.