Retention is hard. With so many tactics competing for your team’s time and attention, it can be tricky to know which ones to keep, which to ditch, and which to rethink. To help, we’re sharing a short game from the latest episode of Leading The Way: Save, Scrap, or Shape.
Watch the video below as we put common retention tactics under the microscope. After watching, ask yourself: Which tactics in your organization are ready to save, scrap, or shape?
Post-show surveys remain valuable, but they need to be smarter. Instead of generic, long surveys that everyone receives, shape your surveys to be targeted and actionable. Segment your audience and tailor questions by group: different questions for first-timers versus loyal patrons. Keep surveys short and focused with two or three meaningful questions rather than 20.
Remember, the goal isn’t just to collect data; it’s to act on it. Most importantly, don’t let surveys replace the real ask: inviting attendees to come back.
A unanimous vote to scrap free return tickets. Why? Offering something free can devalue your programming and might not motivate a genuine return. Instead, focus on meaningful, time-sensitive offers that convey value without giving your product away.
Referrals are powerful, but they need thought and strategy. Don’t just send out generic invites; design referral programs that truly engage both the referrer and the new visitor.
Think beyond digital invites, and consider “ghost data,” the untracked friends who come with ticket buyers. Finding ways to capture and nurture these hidden referrals can grow your audience authentically and effectively.
Direct mail isn’t dead. In fact, it’s still a surprisingly powerful tool, especially for an invitation to return. But it needs shaping: targeted, personalized, and with clear calls to action that create connection and prompt response.
Millennials and Gen Z may love the tangible surprise of mail amid digital overload. Be mindful of sustainability by choosing eco-friendly materials and smart segmentation to avoid mass, untargeted mailings.
Make sure your database includes mailing addresses, not just emails, to fully leverage this channel.
Retention starts before your audience even walks through the door. Setting clear expectations and helping first-time visitors feel prepared and welcomed lays the foundation for a positive experience, and a stronger likelihood of a return visit.
Personalization is key. Pre-show emails should be segmented, practical, and welcoming, especially for first-timers. Include clear details like run times, parking, accessibility, and what to expect to ease any anxieties.
Creative, engaging copy that speaks directly to each segment’s needs goes a long way. Video messages from friendly staff giving a virtual venue tour can make first visits less intimidating and more exciting.
READ: The ‘Second Date’ Starts Before They Leave the First
Printed notecards left on audience-members’ seats, and other physical welcome materials, can delight and engage audiences, particularly when done thoughtfully. Avoid a “set it and forget it” approach; keep refreshing the messaging and delivery to keep it impactful.
Mix up formats: sometimes a handwritten note, sometimes a text message, sometimes a card that highlights a special offer or upcoming event. The key is to make attendees feel noticed and valued, not just another name on a list.
Retention is a moving target, and what worked last year may not work today. It’s a continuous journey that requires thoughtful choices and bold changes.
The magic is in testing, learning, and adapting. Save the tactics that build genuine connection, scrap the ones that drain resources without return, and shape those that need smarter implementation.
Book a Retention Deep Dive with our experts: a free, focused 30-minute session tailored to your organization’s unique challenges and opportunities.
Together, we’ll identify what to save, scrap, and shape in your current approach and build a clear plan for sustainable audience growth.