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Centre Stage Marketing Patron Search

Features

Effective targeting of both customers and prospects

11 Different Filters which can be used to include or exclude people depending on their location, interests and

activity

At a glance total allowing you to see the effect of applying each filter

Records previous correspondence allowing you to avoid inundating the same customers or to produce follow-up

mailings.

Ability to track success of campaign by making use of the where seen/heard facility.

Direct export to our Mail Magician product to produce email, letter, labels or a data file ready to send to your

mailing house.

Benefits

Reduce costs by targeting customers more accurately.

Reduce waste by utilising email.

Keep customers informed not bombarded.

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Centre Stage Marketing – Patron Search

Patron search has been designed to allow you to produce effective mail shots and emails by targeting customers who are more likely to be receptive to your campaign. A feature of our membership system is the ability to gather a prospective client’s details along with a list of interests, this is in addition to the details of customers and special paid up patron groups such as ‘show card’ holders or ‘friends’. The patron search facility allows you to filter these prospective and current customers (which for shared Scuba/Centre Stage sites will include your leisure centre members).

You will need to decide who you wish to target, this could be just you existing customers, prospective customers or both. Once you have chosen your base list you will see at a glance how many people are included in your selection. This figure will update every time you apply one of the many filters available.

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Filters There are 11 different filters available (depending on the target list) these are:

Patron, Prospect or Everyone.

Allows you to concentrate on existing customers or extend your campaign to entice first time visitors.

Previous Mailings

Use this filter to avoid sending repeat mail shots or alternatively use it to follow up a marketing campaign.

Specific Category.

If you have special card holders you can use this filter to include or exclude them.

Specific Interests.

Select or exclude customers/prospects who have expressed an interest in a particular theme or fall into a particular age

or ethnic category.

Specific post codes (sector).

Restrict your campaign to local residents – useful for seaside theatres trying to temp the locals during the off peak

season.

For existing customers you have an additional set of filters:

Specific Events.

Choose to mail people who have been to a specific event or events. You may also exclude those who are booked on or

have seen another event or set of events.

Specific Genre.

Use this filter to include (or exclude) people who have seen events that fall into a particular genre.

Include people who have booked between two dates.

Exclude people who have booked between two dates.

As an example, these filters can be used to concentrate on people who have been to see the panto within the past 3

years but have not booked this year.

Specific Visit Types.

You may choose to categorise your events in a way that goes over and above the genre. You may for decide to split

your Comedy Genre into three such as Amateur, Professional, In House, Promoter, High Season, Low Season etc.

Where Seen/Heard

This information is gathered at the time of purchase, by using categories such as Internet, Local Paper or Diary you can

decide how best to contact your customers.

An example of the use of the filter is shown on the next page.

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Using a Filter

Each filter works by showing you how many people are affected by each filter item. The example below shows a list of research codes attached to each prospect/patron at the time of registration/purchase. Each category has a total number of affected people associated with it so that you can see at a glance how many people will be added to your list.

Once you have selected the category the ‘people selected’ counter will be updated and the category along with associated categories will be selected. In this case selecting the 26-35 category will add 42 people to my list. Of these 42 people 15 like badminton and as you are aware that there is a major tournament on at the same time as the event you are trying to promote you can remove them from your list. After removing them you check the counter to find you have 27 people left. If this fits in with your mailing budget and you are happy with the number you simply press the Send button to post the list to Mail Magician where you can choose the relevant word document or email to send. Once confirmed the detail of the correspondence is logged so that it can be included/excluded next time you do a mail shot.

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Sales comparison report by Quantity. Comparing panto on same dates for last and this year.

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Marketing

Specifically designed with an easy to use marketing database

Intelligent target marketing module to:

Increase your sales

Promote new and imaginative ways to sell seats

Significantly improve the cost effectiveness of your marketing budget

Interrogate your campaign income results by postcode, by show, etc

Quickly & effectively mail merge/label print from within Microsoft Word

Use the comprehensive Patron List Builder for marketing purposes.

Build a target market based on hundreds of criteria you may wish to use. Target market by simple

postcode or age to booking frequency and spend profiles - the options are endless.

Patron information is gathered at the point of sale and stored on the database.

This information may be accessed via the WORDLINK package to create selections and reporting formats.

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To extract all the users on the patron database for a global mailshot, create the search shown. Select the required field from

the list of variable fields on the right hand side and then drag and drop.

It is possible to make the selection:

Equal to or Not Equal to

Now run the search and the program will extract those records matching the selection criteria.

Output may be mail merged (using an automatic Mail Magician routine) or written to e-mail and SMS files. The program will selectively extract records into the correct mailing medium.

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