Marketing & Communications
October 1, 2025 · Last updated on November 4, 2025
Recipe: Ditch the Kids!
# recipes for success
# marketing
Makes: Inspiration for first-time attendees to return for date night
With research showing the importance of first-time audiences, the experts at Indigo-Ltd recommend creating opportunities for first-timers to return and treat someone special.
One way to achieve this is by reaching out to parents who visited with children and inviting them back for a well-deserved night out as a couple. It’s about shifting from family fun to grown-up relaxation.
- Access to customer segmentation and child-ticket data
- Ability to build content blocks and email templates
- A webpage tailored to adult audiences
2 hours
- Encourage repeat attendance from first-time family audiences
- Strengthen relationships with adult visitors who value time away from parenting
- Promote new experiences for a different audience segment within your existing data
- Family show attendance: Customers who booked child tickets or attended family programming
- Occasion-based marketing: Tailoring outreach to life stages and lifestyle needs
- Customer segmentation: Using child-ticket data or event history to build targeted lists
- Testimonial-driven messaging: Leveraging real parent feedback to enhance your outreach
- Select or create photos of adults enjoying your venue — think drinks at the bar, relaxed smiles, or couples in the audience. Avoid production stills.
- Create a web page for adults attending as a couple. Include practical info like food and drink, transport links, and a filtered “What’s On” list if needed.
- Write a content block for email and web focused on how easy the experience is — short booking paths, no booking fees, parking links, and so on.
- Gather testimonials from parents who’ve enjoyed visiting without their children.
- Write a compelling email that highlights how easy and enjoyable a night out can be. Use images of happy couples at your venue.
- Send this email as a one-off to a customer list of people who attended a family event in the last six months. Optionally, test timing based on gaps between previous attendance and booking.
- Track results: monitor how many recipients click through and book.
- Set up an automated campaign for anyone who books a family ticket, timed to reach them after their visit.
- Review your audience survey data (e.g. Indigo Share: Subscription) to better understand motivations and refine future campaigns.
Try segmenting based on family-bookers who haven’t returned in over a year. Offer them an incentive to revisit for a relaxing night away from the kids.
Get step-by-step guidance on measuring first-time bookings, audience retention, and reattendance. Includes how-tos for Customer Lists, loyalty percentages, and strategic follow-up suggestions to re-engage first-time attendees.
Learn how to offer early access to specific customer groups, such as members or returning attendees. Ideal for creating a sense of exclusivity in your follow-up campaigns to first-time audiences.
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