Every ticket sold is an opportunity. To meet the revenue needs in the arts sector, making the most out of every single ticket purchase is becoming an absolute necessity. With subscription rates fluctuating and first-time ticket buyers disappearing after the show more often than they return, arts organizations need to think creatively about how to engage their attendees and increase their revenue per purchase. Upselling and cross-selling strategies can be key to unlocking this potential, helping not only to boost immediate sales but also to deepen audience engagement and retention.
Let’s explore 5 focus areas where your organization can implement effective upselling and cross-selling tactics during and after the ticket purchase process to convert one-time buyers into loyal patrons.
The purchase process is a prime opportunity to increase transaction value through upselling—offering customers enhanced or premium options for their experience.
Real-Time Recommendations: By integrating real-time recommendations into your ticketing platform, you can present buyers with options for upgrading their seats or purchasing premium packages. For instance, when a customer is about to purchase a regular ticket, you can offer them the chance to upgrade to a VIP experience with added perks like a backstage tour, meet-and-greet, or premium seating. These types of upsells often appeal to buyers looking to enhance their experience and are a simple way to increase per-ticket revenue.
Bundling Offers: Another effective strategy is to offer bundles during checkout. For example, you could offer a “ticket + drink” bundle or a “future show pass” bundle, where buyers get a discounted ticket for a future performance when they purchase now. Bundles provide added value and encourage customers to commit to attending another show, which helps to fill seats for future performances.
Cross-selling involves suggesting complementary products or experiences that can enhance the buyer’s current purchase. In the context of single ticket sales, this means recommending other shows or events that align with the buyer’s interests.
Personalization is Key: The more personalized your cross-sell offers, the more effective they will be. By using data from your CRM system, you can offer tailored recommendations that are informed by the buyer’s previous purchases, their stated preferences, or their behavior on your website. Personalization builds trust and helps ensure that customers feel valued, making them more likely to follow through on additional purchases.
The opportunity to upsell and cross-sell doesn’t end when the transaction is complete. Post-purchase engagement is a critical step in nurturing your relationship with the customer and encouraging them to return.
Immediate Post-Purchase Emails: Once a customer purchases a single ticket, sending a follow-up email with personalized show recommendations can increase the likelihood of them buying another ticket. Including a special, time-limited offer such as “book within 48 hours and get 20% off your next ticket” can create urgency and drive additional sales.
Suggesting Memberships or Subscriptions: Another valuable upsell opportunity lies in promoting memberships or subscription packages post-purchase. For example, if someone buys a single ticket to a play, you could offer them a discounted membership that grants them early access to future tickets or special events. This can be particularly appealing if your customer had a positive experience and is considering returning for more shows.
After the customer attends a show, the engagement doesn’t stop. This is an ideal moment to offer follow-up promotions that keep them coming back.
Post-Show Recommendations: Sending a post-show follow-up email that thanks the customer for attending, while recommending similar or related upcoming performances, is a great way to maintain engagement. These recommendations should be based on the type of show they attended, ensuring that your offers feel relevant and tailored to their interests.
To implement these strategies effectively, organizations need the right tools in place. Your CRM and ticketing systems are essential for making upselling and cross-selling efficient and scalable.
Segmentation is Key: The right message, to the right person, at the right time is the most important part of upselling, cross-selling and management of patron relationships in general. Not every audience member should get the upsell or cross-sell after every visit, acknowledgment yes, but should the member-donor get the same marketing offer as the first-timer that they brought with them? Those are two very different relationships and should be addressed as such in all your communications. Consider which segments are right for the upsell and cross-sell and be strategic and intentional.
Tracking and Testing: It’s essential to track the performance of your upselling and cross-selling strategies. Monitor conversion rates, the effectiveness of different offers, and customer engagement to refine your tactics over time. Use A/B testing to experiment with different types of offers and messaging to see what resonates most with your audience.
Upselling and cross-selling are not just about increasing revenue—they are about enhancing the customer experience and building relationships too. By offering tailored, relevant options at the right moments, you can create a seamless journey for your patrons, encouraging them to explore more of what your organization has to offer. With the right tools and strategies, even single ticket buyers can become long-term supporters of your organization.