“Rockhouse is like having a 3rd hand. I have someone who can build a landing page, format an email, or update our social media channels when things get crazy.”
– Deanna Lohnes, Marketing Director for South Shore Music Circus & Cape Cod Melody Tent
Background
For over 60 years, the South Shore Music Circus and the Cape Cod Melody Tent have been presenting world-class entertainment in the scenic Massachusetts coastal communities of Cohasset and Hyannis. In these intimate, relaxed theaters, patrons are never farther than 50 feet from star performers such as Tony Bennett, Aretha Franklin and Willie Nelson.
The Challenge
In 2013, Deanna Lohnes, Marketing Director for South Shore Music Circus and Cape Cod Melody Tent, and her staff, worked closely with Rockhouse Partners and Etix to define their marketing and ticketing goals for the upcoming 2014 season.
- Improve Email Marketing Efforts to increase awareness of and build audiences for upcoming performances.
- Drive Traffic from Email towards the website and ticket purchase pages.
- Combine Ticketing & Marketing Strategies to sell more tickets for BOTH venues.
The 2013 Email Campaign vs The 2014 Email Campaign
The Wins
Rockhouse redesigned the layout for the venues’ January 2014 email campaign/announcement. Now Lohnes was ready to measure the re-design’s success by comparing email data and ticket sales to the January 2013 results.
And the 2014 results speak for themselves:
- More revenue through email: 651% increase in ticket revenue through the January Club Announcement, the venues’ email channel.
- More engagement through the email channel: 73% increase in click rate and 88% increase in unique clicks.
- More traffic to both venue websites: 109% increase in site visits to TheMusicCircus.org; 100% increase in visits to MelodyTent.org.
Testing confirmed the overwhelming success of the new layout, so Lohnes and Rockhouse implemented similar designs for ALL client email campaigns that feature announcements from both venues.
