Taipei Performing Arts Center
Membership Growth
Achieved a 69.57% growth in member ticket revenue contribution, increasing it from 23% to 39% of the total box office within one year. This was accomplished by implementing strategic product-focused recruitment marketing, brand promotion, and CRM initiatives. The initial April 2022 campaign successfully onboarded 1,260 paying members and 10,338 registered members.
First & foremost
So... What do consumers care about?
Discovered that 80% of heavy users became paid members either to support the brand or for ticket discounts—proving both emotional and practical value matter! Through early interviews, I uncovered a passionate community in performing arts: highly engaged, fast to share, and deeply influential. In a high-ticket, experience-driven category where word-of-mouth is everything, these users didn’t just buy - they amplified the brand.
Branding
Core Value
Taipei Performing Arts Center believes that “OPEN FOR ALL” is not just a slogan—it’s the core of who we are.
0號玩家募集中｜感謝選擇走進迷宮的你
New identity,
Infinite Possibilities
Beneath an open brand spirit,
who are the passionate few we seek?
The ones who know that every show risks misfire
yet keep coming back.
Because you are the brave ones.
The fearless audience.
0號玩家募集中｜謝謝，再聯絡
The beginning of the end
One year in: small seats, poor flow, too few restrooms ...
when users push back, how do you win them back?
Call out what’s wrong.
Fix what needs fixing.
- Because we’re partners, not just consumers.
EVENT
Product lanuch - for theaters
Immersive theater experience across 6 venues with 200+ participants - combining membership program launch, arts festival promotion, and recruitment drive, while executing large-scale marketing content production
0號玩家募集中｜讓我們開始聯繫．劇場相見
0號玩家募集中｜雙節口碑搶先看
Benefits
Customer obsession
Discounts != Value!
Data analysis and user surveys/interviews conducted at the end of the grand opening revealed ...
Insight
01.
-
The product’s highest ticket price fell below expectations.
-
Elongated purchase cycle
02.
-
83% of paying members upgraded using discount coupons.
-
17% signed up directly by paying the full price.
03.
There is an expectation for sustained, long-term value.
04.
Customer value fairness in your pricing strategy
Solution
01.
Lowering discounts to balance overall promotional offerings, encouraging direct purchases from customers
02.
Introduce introductory offers for free members to broaden recruitment and
establish a discount exchange framework across par
03.
Offer renewal discounts based on consumption patterns and membership renewals
04.
At membership renewal checkout, offer rewards based on spending patterns. All members are included in the pre-sale period
Marketing
Focus on core values
Optimizing direct marketing channels (EDM, SMS, LINE) for member outreach, balancing communication cost with user base size is only part of the story.
The second pillar should be down funnel conversion and product engagement over volume growth.
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