Another long-time client of ours—a performing-arts venue—faced an interesting challenge. Its primary venue was undergoing a major renovation, but the shows had to go on! A temporary venue would host events while the main complex was being improved.
The situation created two immediate needs. First, patrons had to know what was going on—how long would the temporary venue be used, what were the changes coming in the new venue, and the like. Basically, expectations had to be set and managed.
The second need was more subtle but no less important: The organization wanted to make it as easy and convenient as as possible for customers to use the temporary venue.
Working closely with the client’s marketing and outreach teams, we developed a multi-channel strategy designed to get customers excited about the new venue and keep them engaged during the transition.
A direct-mail campaign used personalized URLs—or PURLs—on postcards that gave each recipient a customized web page that had directions from their address to the temporary venue and back. It also included recommendations on where to eat in the area.
The site also gave customers a customized view of the new theatre from their future seats.
All of it was backed with reminder emails to keep the information handy—and provided easy access to the PURLs.
“The idea was to turn an inconvenience into a chance to elevate member service, while getting members excited about the big picture,” Rapoport says. “The client was happy, and most importantly, so were the customers.”