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The Theatre Royal Wakefield wanted to integrate their marketing to produce a three times a year 'What's On' brochure. To make it sales focussed I introduced; season highlights, a quick key categorizing shows by content - enabling customers to search via dance or drama for instance. I also incorporated cross selling into the brochure, with a view to increasing the average spend of their customers. In the first three days of sale the theatre sold 14% of their total ticket allocation. Customer feedback has also been very positive. |
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