FOR PROS ONLY // ACCESSIBLE WITH A PRO ACCREDITATION ONLY

In a context where social platforms are central to cultural communication, institutions, venues, and festivals are increasingly dependent on ecosystems they do not control. Today, on average, fewer than 10% of followers actually see organic posts, severely limiting the ability to maintain long-term relationships with audiences.

This panel invites you to take control of your audience data—from ticketing and mobile apps to online stores and contests—and place it at the heart of your loyalty strategies. While media campaigns and social networks remain essential drivers for visibility and acquisition, they alone cannot guarantee a continuous, personalized, and sustainable relationship with your spectators.

The session will take a practical look at the types of data useful for loyalty—such as socio-demographics, purchasing behavior, attendance frequency, artistic preferences, and loyalty indicators—as well as best practices for progressive collection at every audience touchpoint. We will demonstrate how to structure and activate this data via direct channels like email and SMS to deliver more relevant, targeted communications tailored to the expectations of different audience segments.

Drawing on key concepts, Canadian case studies, and feedback from venues and festivals, participants will leave with immediately actionable steps to strengthen direct and lasting relationships with their audiences, complementing more traditional media campaigns.

This project has been made possible in part by the Government of Canada and is carried out with the financial support of the Government of Quebec.

If you do not have your PRO accreditation, here the link right here.