The south Florida Group currently operates five of the nation’s top comedy venues. On any given week, over thirty five shows are produced with a combined seating capacity of over sixteen thousand that need to be filled. They used multiple marketing strategies to maximize attendance: traditional media, such as print, radio and billboards; outbound marketing via telephone; and email blasts, social media and text messaging.
Each week an average of one hundred thousand text messages are sent to our customers promoting the upcoming shows. These texts always carry a promo code for tracking purposes. They set up enough promo codes for each marketing strategy so they could do accurate tracking. For example, each box office, check with each customer to see if a promo code was used. They set a dollar amount benchmark for client retention, so from that data they can measure the effectiveness of each campaign. For a campaign to be considered successful no more than three dollars per head could be spent to secure a customer. So how funny is texting? Stay tuned for the numbers. –KK