Targeted advertising became so efficient we acquired 45% of new consumers for $1.25 per ticket purchase.
We also began to see recurring audiences within each segment with nearly 25% of audiences in every group attending at least four shows in a three month time span. For these consumers we began to expand messaging to expose them to additional musical genres presented at National Sawdust.
At the end of two years 11% of audience members were purchasing tickets for shows outside of their initial genre, and 5% purchased season passes to the venue.