In today’s digital-first world, patrons expect more than a printed program—they’re looking for interactive, convenient, and engaging experiences that keep them connected with your organization. Digital program books offer an incredible opportunity to meet these expectations, making it easier to engage with your audience and boost ticket sales. But where to begin?
This guide walks you through a straightforward, step-by-step approach to using digital program books effectively. By the end, you’ll see how digital programs can become a powerful tool in your marketing and engagement strategy.
Step 1: Set Up Your Digital Program for Success
To get started, it’s essential to have a solid foundation. Choosing the right platform is key, so look for one that’s mobile-friendly, easy to navigate, and offers interactive features. Platforms like Audience Access are designed with the needs of performing arts organizations in mind, combining user-friendly design with engagement tools that patrons love.
Define your goals for the digital program—whether that’s increasing engagement, promoting future events, or driving ticket sales. Clarity on these goals will guide how you set up and use the digital program.
And don’t forget accessibility! Your audience should be able to access the program seamlessly through familiar channels like email, text message, or even QR codes. Avoid app downloads, which can add unnecessary friction for first-time or one-time guests.
Step 2: Create Compelling, Interactive Content
This is where digital programs have a huge advantage over print! With interactive content, you can bring your program to life in ways that captivate your audience. Include videos of artist interviews, behind-the-scenes content, or even trailers for upcoming shows to keep patrons engaged.
Digital programs also let you update content in real-time. Last-minute casting change? Special announcement? Real-time updates make sure your program is always current and relevant.
Don’t overlook clickable links—they’re your direct line to driving action. Patrons can buy tickets for upcoming shows, follow you on social media, or sign up for your newsletter right from the digital program. With everything just a tap away, engaging with your organization is easier than ever.
Step 3: Use Text Messaging for Instant Engagement
Text messaging is one of the most powerful ways to connect with your audience in real-time. Use it to send reminders about upcoming performances, share exclusive offers, or provide a quick link to the digital program book.
Text messaging adds a personal touch that feels direct and immediate, ideal for encouraging ticket sales or sending last-minute promotions. Imagine sending out a text to patrons with a limited-time discount code or a VIP link to an upcoming event. Text messages are quick, actionable, and incredibly effective at boosting engagement.
Step 4: Leverage Analytics to Understand Audience Behavior
One of the best parts of digital program books is the wealth of data they provide. With built-in analytics, you can see which sections of your program are getting the most attention, what content your audience finds most engaging, and how often patrons are clicking on links.
Use this data to fine-tune your future digital programs. For example, if you notice high engagement with artist bios, consider adding more behind-the-scenes content. Analytics also help you refine your marketing strategies by showing you exactly what resonates with your audience, allowing you to make data-driven decisions with confidence.
Step 5: Cross-Promote Upcoming Events and Offerings
Your digital program is more than a tool for this performance; it’s also a way to keep patrons connected with everything your organization has to offer. Use it to cross-promote other events, share special offers, or even encourage season subscriptions.
Digital programs allow for effective sponsor visibility, too. You can include clickable ads, short videos, or feature pages to give sponsors more visibility than in traditional print. Don’t forget social sharing options—embed social media links so patrons can share content with their networks, broadening your reach.
Step 6: Gradually Reduce Print to Save Costs
For organizations that have relied on print, going entirely digital can feel like a big leap. A gradual approach—by shifting some content to digital—lets you reduce print pages and quantities over time, creating a hybrid model that caters to both tech-savvy patrons and those who prefer a physical program.
To make this transition seamless and customized to your organization’s needs, Onstage Publications’ Managed Program Book Services can provide a tailored approach that balances digital and print, ensuring your audience has access to the information they need in the format they prefer.
By reducing print, you save on production and distribution costs while still delivering an accessible, interactive experience. Over time, you can monitor how patrons respond to digital content and adjust accordingly based on their feedback.
Conclusion
Digital program books are more than just a digital version of print—they’re a way to elevate the audience experience, engage patrons in new ways, and drive ticket sales with interactive, accessible content. By following this step-by-step approach, you can create digital programs that do it all, from boosting engagement and simplifying access to delivering valuable data insights.
Ready to get started with digital program books? Audience Access is the #1 digital program for the performing arts, offering everything you need to create an engaging, data-driven experience that resonates with your audience. Sign up for our free community version today to see for yourself how simple and impactful digital program books can be!
