Haha Haha Co.

CRM

When the Texas Ballet Theater needed a way to reinvigorate their marketing, we created a comprehensive marketing campaign that expanded their ticket sales from a steady group of subscribers into a larger group of new season ticket holders.

The Problem

Season subscriptions to Texas Ballet Theater, while strong, had stagnated. Subscribers were offered the same options year after year, purchase the entire season or purchase single tickets at a later date. Within performing arts, the prospective ticket buyer ranges from the devoted fan to the person that wouldn’t even consider attending. Marketing resources are precious, and we have to ensure they are being invested where they will yield the highest ROI.

The Solution

Using data to drive decisions, Hahahaha proposed restructuring subscriber packages to give existing patrons more choice and convince new people to become subscribers and single ticket purchasers. Beyond subscriptions, the campaign was designed to have a positive impact on single ticket purchases. Single ticket sales launched in the middle of the campaign on July 1st, and within the first day, more than 3,500 individual tickets were sold.

The Approach

One of the largest components of our overall campaign was audience segmentation. To accomplish this, we appended audience data from TRG Arts – the Ballet’s consultant.

We divided the Ballet’s existing consumers into four distinct groups of:

1 – previous year subscribers
2 – lapsed subscribers
3 – multi-performance buyers
4 – single ticket buyers

 

By building package options, we were able to convince larger subsets of people to subscribe to Texas Ballet Theater.

We added historic subscribers and single ticket purchaser data to create persona profiles based on audience demographics and psychographics. We then built lookalike audiences based on the four groups and mapped each of the groups’ behaviors to identify purchasing trends across multiple digital channels. This gave us the insight needed to better understand their consumption habits and likelihood to purchase either a full or partial season or if they were likely to be a single-ticket purchaser.

Once we isolated recurring trends in the audience segments, we hyper-targeted the right ticket package to each group through paid digital media. Further, website retargeting enabled us to identify those that had expressed interest but not yet purchased and then retarget them with the TBT message most likely to yield a purchase.

Goals

  • Clearly brand the full 2019-2020 ballet season, while also promoting individual performances on their own merits.
  • Earn more new, full-season subscribers.
  • Define the main buyer personas and outline their purchase-decision journeys to understand their motivations for purchasing a full-season subscription and a single-performance ticket.
  • Outline a way to recapture people that did not renew their full-season subscriptions from the previous year.

Results

  • Paid media campaign delivered 1.8 million targeted impressions, and generated more than $40,000 in ticketed revenue in just a few weeks.
  • After only 2 weeks of a dedicated full-season campaign, subscription sales up by nearly 3% YOY.
  • New subscribers up by 45% YOY.
  • Exceeded last year’s launch-day single ticket sales by more than 10%.
  • Total ticket sales up 18.43% YOY, despite a later season launch than 2018.
  • During the campaign, overall website sales totaled $199,000.

Earning highly qualified leads is critical to the success of a conversion-based digital campaign, and Haha Haha employs a blend of intelligent thinking and data tools to develop strategic campaigns that yield highly qualified leads that meet our client’s business objectives.

The Approach

Pomona – by Hillwood Communities – is a master-planned community in Manvel, TX, located just south of Houston. To meet their sales goals, Pomona depends on driving awareness and conversion in order to build foot traffic to their community, and ultimately close home sales. In 2019, Haha Haha leveraged very specific and unique tactics to create a full-funnel digital marketing strategy for the community.

To begin the marketing planning process, the Hahahaha team carefully scrutinized data related to Pomona’s key target audiences by evaluating the current homebuyer segment against prospective homebuyers. This information provided us “look-a-like” profiles that we applied to our targeting criteria, enabling us to get very specific demographics, psychographics and geographical insights. As a result of this granular audience definition, we were able to identify that many of Pomona’s homebuyers were employed at the Texas Medical Center, located just 15 miles from the community.

With this knowledge, the Hahahaha team developed a very targeted GeoFencing campaign as a tactic within the integrated digital strategy.

The Goals

  • Move high-value prospects through the lead funnel by:
    • Building brand awareness for Pomona among a very specific subset of the medical community within the Texas Medical Center
    • Capturing a strategic audience group to retarget with outbound marketing efforts
    • Driving qualified leads from the medical community to model homes within Pomona
    • Closing home sales in Pomona

The Strategy – Hyper-Targeted Geofencing

GeoFencing is a targeted digital strategy that specifically serves display ad units to users who have entered a digitally fenced area. In order to structure a GeoFencing campaign, a virtual fence is mobilized around the targeted area to capture prospects and then deploy ads. A corresponding conversion zone is also established, allowing advertisers to track prospects from the GeoFence to the conversion zone. At Hahahaha, we utilize variations of GeoFencing strategies across verticals to satisfy numerous goals such as driving event ticket sales or, in this case, selling homes.

Pomona Map

For Pomona, our team devised a GeoFencing strategy focused on capturing highly qualified prospects at the Texas Medical Center. We identified five key parking garages used by medical professionals that mirrored a large portion of the current residents of Pomona. Additionally, we eliminated patient traffic in order to maximize the media spend on the most qualified prospects. After outlining our geographic target area, we developed specific ad creative to target those audiences, with messaging focused on proximity between home and work – “Pomona, just minutes from the Texas Medical Center.”

The Ads

Pomona GeoFencing Ads

The Results

  • First GeoFencing campaign delivered 245,000 impressions and 18 conversions of highly qualified leads.
  • Second GeoFencing campaign delivered 335,000 impressions and 40 conversions of highly qualified leads.
  • The entire campaign delivered 580,000 impressions and a total of 58 conversions.

Making Life Better

A community is made up of far more than just buildings and geography. It’s about the people that say hello to each other every day, the experiences they share and the memories they make as neighbors. All of this turns a collection of buildings into a living, breathing community. We are proud to partner with Hillwood Communities, and help shape the fabric of their neighborhoods by delivering their message to the right audiences, and filling their communities with vibrant people.