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WHO: Opera Colorado
WHAT: Opera Colorado, a nonprofit opera company in Denver, Colorado, sought a creative way to draw attention to its single ticket mailing to promote La Bohème. Opera Colorado designed a 6x9 four-color postcard to advertise the February 2004 performance of the Puccini opera. To increase the impact of the mailing, Opera Colorado decided to use a Repositionable Note (RPN). The goals were to sell out all 4 performances of the production and drive sales to the less popular performances.
The postcard provided basic information about the opera, the performers, performance times and ticket prices. The RPN was used to create urgency and to highlight ticket availability of specific performances.
Working with its database company, Target Solutions, Opera Colorado created a targeted list of qualified performing arts patrons, including past ticket buyers to Opera Colorado performances and ticket buyers from other arts organizations. The RPN postcard was mailed one month prior to opening night to more than 26,000 patrons.
“The repositionable note gave our direct mail piece an extra edge and helped grab the attention of our customers,” noted Rex Fuller, director of marketing for Opera Colorado.
RESULTS: In terms of results measurement, Opera Colorado enlisted the help of Target Solutions to create response reports that analyzed total responses, response rate, total sales, average sales, sales by contact, total expense and cost of sale. The RPN postcard mailing generated more than $123,000 in revenue for Opera Colorado. The response rate was 3.32%, and the average revenue per order was $141.32.
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