Smart Arts - Creative New Zealand

MAKEITEASYWith direct mail, make iteasy on yourself. Createpersonalised letters andmail address labels usingthe mail merge feature onyour word processor; usepre-paid, easy-sealenvelopes; and use a rubberstamp for your returnaddress on the back.Smart arts | Toi huatau47• how and when you will get tickets and receipts to them• payment details (credit card or cheque)• where to return the form to• when they need to respond by; offer is for a limited time only.A freepost number or self-addressed envelope with freepost number enclosed in your mailoutwill lower a barrier to responding. Freepost numbers can be obtained from New ZealandPost and unlike pre-paid envelopes, you will only be charged for those that are used.Don’t erect too many barriers by putting limitations on the offer (e.g. offer applies onlyon Mondays and Thursdays).Note that your offer doesn’t cut into your prime income audience – your supporters – byoffering them discounted seats. They will pay anyway. In effect, the offer is turning theminto ambassadors for you by getting them to introduce a new person to your work.Layout is important because people scan pages. Put your free offer in a boxed section sothat it stands out. Words like “free” and “you” are words that gain immediate attention.IncentivesIncentives should be attractive to your public without undercutting your sales. Incentivesencourage people interested in your work to purchase in a manner that you want themto. But they won’t make a buyer out of someone who isn’t interested in your event.How do you want people to book? In advance? In groups? On quiet nights?Don’t just post out a passive letter or flyer. Provide a clear, easy (one-step) responsemechanism: e.g. “Call 0800 223 344 by 10 October to receive $5 off your second ticket.”E-mail is another effective way of providing a response mechanism because people canreply outside box-office hours.Adding benefits may provide a more effective incentive than discounting. Discounting(e.g. for group tickets or for specific nights) can be effective but beware of devaluing yourproduct or alienating your public. For example, you may choose to drop the price ifticket sales are not going well. In fact, this is rewarding latecomers and will antagoniseyour loyal supporters who have pre-booked. You also appear desperate and make peoplewonder why no one wants your product.If you are going to offer discounts for specific nights direct the discount promotion to aspecific target group. For example, offer a two-for-one night for students of the localdrama school for a quiet night or early on in the season to get word-of-mouth going.Also, keep in mind that discounting will affect your expected average ticket price andtherefore your income.Competition draws (e.g. buy a ticket and go into a draw to win a dinner for two) don’ttend to generate as many ticket sales as you might expect although if you have an entrydeadline, it does encourage people to book earlier if they were already planning to book.Draws can also provide an opportunity to build up your contacts database (with thepermission of the individuals concerned, of course). Before offering a competition draw,check with the Department of Internal Affairs (www.dia.govt.nz) that you comply withthe legal requirements.Incentives can also create more work for your box office. Tell them about your plans inadvance and check that they can manage the workload.Communicating your message4