A digital program book may seem like just a fun, interactive vehicle for delivering program information and advertisements. But like a strategic Trojan Horse, there is much more going on behind the curtain. This seemingly simple tool also collects unique contact information, personalized data points, individual preferences, and performance feedback from every audience member. These insights can then transform your marketing and engagement efforts, taking your outreach strategy to the next level.
The Limitations of Traditional Printed Program Books
Traditional printed program books are good for exactly one thing: delivering static event and advertiser information. Their static nature means information is limited to a specific set of content, with no room for updates, no room for personalized content, and certainly no room for interactive components. Faced with these severely limiting factors, it’s no wonder the performing arts industry is sorely in need of innovation and evolution in its use of printed program books.
Enter the Trojan Horse: Digital Program Books
Digital program books provide the evolution that the performing arts industry has so desperately needed. Because the program book is presented in a virtual format, the content is truly dynamic and can be formatted or updated as desired. And once the program books are delivered to audience members, you’ll experience their true power of audience engagement. Through links, surveys, and text messaging, you can capture and utilize individual audience member data to enhance the audience experience. No more guessing at audience preferences, no more wondering how to best target certain audience segments. Digital program books provide the audience member insights and data points that will help you understand audience behavior to make better business decisions.
Unveiling Hidden Data Secrets
In the past, you never truly knew who your audience members were. Maybe you had their contact information from the ticket purchase, or maybe they were one of 20 anonymous people in a block of seats. Since digital program books are delivered via text message, the guesswork is gone. Digital program books instantly collect mobile phone numbers for every person in the audience. This is the hidden data secret that makes digital program books so powerful, and this unique data capture is just the beginning. You can also capture audience interactions, member preferences, and direct feedback. These insights and data points are pure marketing gold. The possibilities for actionable, customer-driven business decisions based on this data are endless.
Using Hidden Data to Enhance the Audience Experience
Set yourself apart from other organizations by using member data to offer an enhanced audience experience through personalization and engagement. For example, if someone has attended the first performance in a 4-part classical music series, now you can not only capture this pertinent fact, you also have a great reason to email them relevant information before the next concert. Or perhaps you want to send a promotional offer to anyone who clicked on the advertisements for local restaurants in the digital program book. Digital program books provide the clicks, the feedback, and the data that help you apply that meaningful segmentation. Now, you can use targeted recommendations, relevant promotions, and customized content to improve engagement and satisfaction among your audience members.
What Does the Future Hold?
The future of digital program books is poised for explosive growth. Thanks to a confluence of technological innovations, consumer demand for instant information, advertiser pressures, and economic pressures on the performing arts industry, the digital program book has emerged as a critical element in the performing arts experience. Whether you consider advancements in mobile device features, the use of AI-assisted content like ChatGPT-generated responses, or other technological advancements still being explored, each of these are a potential point of innovation and integration with digital program books.
At the same time, protection of consumer information and data privacy rights remains key. Digital program books can accommodate the necessary permission to collect personal contact information, and the underlying platforms can support protecting and maintaining this sensitive information. With proper handling and respect of consumer wishes, digital program books both support and align with ethical data practices and transparency.
Take the Next Steps for Digital Program Books
Digital program books hold a powerful place as the virtual face of your performing arts organization. And like a strategic Trojan Horse, they help capture audience member data, preferences and feedback without interrupting the flow of the dynamic and vibrant customer engagement experience. If you’re ready to embrace the transformative potential of digital program books in your performing arts organization, contact us today to learn more about the possibilities.
