Theatre Tokens - attracting new audiences to your theatre
Over 235 theatres in the UK sell and accept Theatre Tokens so if you're
not currently selling or accepting Theatre Tokens at your theatre,
you're missing out on a great opportunity to attract new customers
and generate extra income.
In a nutshell, Theatre Tokens are gift vouchers which are exchangeable
for tickets at participating theatres nationwide. They come in denominations
of £5, £10, £20 and £50. Consumers particularly
like them because they are flexible, can be used nationwide, have
no expiry date and are
a special and personal gift to give for birthdays, anniversaries,
Christmas and special occasions.
More than 25% of those who receive Theatre Tokens would not go to
a particular show if they had not received them and 25% will use their
Tokens at a theatre they haven't been to before. (SOLT research
2004).
66% of Theatre Token redeemers spend another £5 - £10 on additional
products in the theatre as part of their visit and over 50% of tickets
purchased using Theatre Tokens are done so at least 30 days in advance
generating a positive cash flow for the theatre. (SOLT research
2004).
Why Sell Theatre Tokens at Your Theatre?
- Participation in the scheme is free
- Theatres are paid commission on every Theatre Token sold.
- You only pay for Theatre Tokens once you've sold them
- We supply you, free of charge, with
presentation wallets and envelopes, as well as point-of-sale material
to help you generate sales
- Theatre Tokens bring new audiences for
your theatre
- Not only do you generate additional ticket revenue
through Theatre Tokens but Token users also spend in your theatre
on food, drinks and programmes
Who buys Theatre Tokens?
Both consumers and corporates purchase Theatre Tokens as gifts, rewards
and incentives for staff or suppliers. Whilst the majority of sales
take place around Christmas, there are also steady sales throughout
the year.
Who runs Theatre Tokens?
Theatre Tokens is administered by the Society of London Theatre on behalf of the theatre industry. It is the only major nationwide marketing campaign in the arts, with a year-round promotional campaign aimed at raising theatre attendances.
To join
Some theatres sell Theatre Tokens alongside their own local gift
vouchers and the two work well together. If you'd like to join the
scheme simply call Tokenline on 0870 164 8800, fax 020 7557 6784 or email enquiries@theatretokens.com.
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