How do you sell emotions?
How we boosted musical ticket sales with eCRM, segmentation, automation, and creative strategies.

Statistically, nearly one in four Germans has seen the musical The Lion King, a Hamburg sensation running strong for over 20 years. Yet, for many, it remains a one-time experience. We set out to change that while attracting new audiences to the shows. But not all musicals are created equal—each has its own story, genre, and production style. With three different locations, over 12 productions, and various schedules, the challenge was clear.
Rethinking email marketing
Stage Entertainment’s eCRM strategy is built on multiple communication streams, which we helped develop. A scoring model and data mining tools aid in segmenting diverse customer groups. Additionally, the production cycles of the shows and seasonal booking opportunities, such as Valentine’s Day or Christmas, dictate the rhythm of communications. This mix results in a layered strategy encompassing welcome journeys, standard portfolio messaging, and stand-alone show emails, which serve as creative highlights in the customer journey. Another key focus is generating and converting leads through custom landing pages and opt-in mechanisms.
The Show does go on
Stage Entertainment’s eCRM has grown into the primary channel for ticket sales over the years. Continuous sales monitoring enables the team to respond quickly, while the seamless processes between creative development and email technology allow for extensive testing and real-time adjustments to offers and customer segments.
