Hi, I m Nathan, your Theatre Tokens Manager.

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2 Hi, I m Nathan, your Theatre Tokens Manager. Theatre Tokens is the UK s biggest theatre voucher scheme run by the industry, for the industry with all profits going directly back into supporting theatre. They are the perfect gift for theatre lovers, giving them a choice of over 240 participating theatres nationwide and no expiry date to limit when they are used. Over 240 theatres already realise the benefits of being a Theatre Tokens participant and we know you could benefit too. Don t just take my word for it take a look at the facts: We are here to help audiences find the best way to use their Theatre Tokens. We know that 25%* of people use Theatre Tokens to attend a theatre they ve never visited before. You too, could meet someone new, as all theatres involved in the scheme can send us updates to include in our monthly newsletter (sent to over 38,000 people) and through our social media channels. With 50%* of purchasers buying Theatre Tokens for people who are not regular theatre-goers, you could find a new audience right on your doorstop. Theatres do not pay for Tokens until they sell them, so there is no risk. Every time you sell Tokens you receive a commission, including on the Theatre Tokens you give as change (which is why we supply 1 Tokens for all theatres to use). So, the more Tokens you sell the more commission you ll make and with our support to help you target new audiences, you ll see even more bums on seats. Yes, when you redeem Theatre Tokens we take a commission from you to help us run the scheme, but we re here to help you make that money back! We know that 75%* of audience members using Theatre Tokens are far more likely to buy a programme, an ice cream and interval drinks, so all you have to do is help us upsell your theatre café or pre-show events to encourage additional spend. 50%* of purchasers see Theatre Tokens as a more personal gift than high street vouchers, so it s no surprise that Theatre Tokens fly off the shelves in WHSmith and Waterstones, but why not entice someone new to come and buy from you we like to make a song and dance when a new theatre comes on-board so can work alongside you to promote the good news. We can even help if you have a show that isn t selling as expected. More than 25%* of redeemers wouldn t go to a particular show if they hadn t been given Theatre Tokens, so why not encourage them to try something new. We can even work with you to offer them extra incentives (and we won t charge you to place any offers through us). If I ve sparked your interest already then call me now. If not, take a look through the rest of the pack and then get in touch and we can talk to you about your specific needs. Look forward to speaking to you soon, Nathan Naylor *Source: Arts Intelligence Ltd, Theatre Tokens research study

3 How you ll earn your commission Every time you sell a Theatre Token you receive 5% +VAT commission. We even pay you commission on the Theatre Tokens you give as change when someone redeems, so you re earning every step of the way. Take a look at our commission examples below for a detailed breakdown. If you want generate even more sales then why not consider placing some Theatre Tokens digital ads on your site? Whether it s a banner ad on your homepage or an MPU within your pricing information, as long as you direct people to click through the ad you will receive a commission on every sale made at What we need from you Because the scheme is free to be part of we have to charge you a 10%+VAT commission when Theatre Tokens are redeemed through you. This commission is there to cover the costs of producing the Theatre Tokens, which includes secure printing, presentation wallets and point of sale items (all available to you for free). Don t let this commission put you off, think about how much you spend on advertising and on audience development initiatives. A hugely successful 2012 saw us sell almost 10million in Tokens. That s 10million committed to being spent on tickets in theatres all across the UK. Talk to us about what we can offer you in terms of marketing opportunities or how we can help you drive Token redemption to the shows you might already be considering discounting. We also partner with a number of companies, so there might be further benefits for you through our relationships. Participating Theatres (March 2012) Don t forget the more you sell the more you ll earn. So you can make money back with your sales commission. Sale example: In a month you sell 300 of Theatre Tokens. At the end of the month we will invoice you for the Tokens minus your commission (including VAT on the commission). 300 Tokens sold = 18 commission. You will be invoiced for 282 Change example: When someone comes in and buys a 35 ticket with 2 x 20 Theatre Tokens you can give them a 5 Token as change. This is effectively selling them a Token as it will need to be validated through the system first. You ll then receive your 5% plus VAT commission equalling 30p and they will be encouraged to use their 5 Token towards another trip.

4 Hello, I m Steve, your Theatre Tokens Administrator. I m going to talk you through the selling and redeeming process. It s really very simple and can all be done through our website, so no tricky or expensive software to download or install. Once you ve signed up to the scheme and been sent your first stock of Tokens make sure you order some free point of sale items to get your signage ready for potential customers. This can be ordered online through the system. Don t forget to talk to us about announcing that Theatre Tokens are now on sale at your venue as we can help you to secure messaging through the local media and via our own channels. Once your free point of sale items are proudly displayed and we ve told people they can buy from you, simply wait for your first customer! 1. To sell Tokens to a customer, sign into the system (through the website) and click on sell. 2. Grab your books of Tokens and enter the serial numbers (printed under the barcode) for each Token sold. If you re selling 100 in 5 x 20 Tokens then you can enter the first and last serial numbers as a range to save you time. 3. Click on validate and you re done. At the end of the month you will be invoiced for the Tokens sold, minus your commission. This invoice will be downloadable from the website and you will be prompted when it s available. 1. When a customer wants to pay with Theatre Tokens head to the redemption section of the website and scan the barcode with your scanner. Then click redeem. Again, if you don t have your scanner to hand, or if Tokens are being redeemed over the phone, simply scratch off the gold panel and type in the reference number. 2. We will pay you, via BACS, the money for Theatre Tokens redeemed by you on a weekly basis, minus our commission, covering the Monday Sunday of the previous week. On the system you can view reports on your sales and redemptions whenever you want so it s easy to keep track for your own accounting. I hope to be taking your stock orders soon, Steven Mothe As a thank you we will be giving all new theatres that join the scheme a FREE SCANNER. This scanner will make the redeeming process much quicker, as you will simply scan the barcodes instead of entering serial numbers.

5 Hello, Megan and Samar here! We look after the marketing for Theatre Tokens. This includes national advertising campaigns promoting the Theatre Tokens scheme; engaging with customers who have Tokens to spend; and working with our theatres to help encourage theatregoing through the scheme locally. Theatre Tokens are heavily marketed as a gift item year round and this year we are launching a brand new look supported by a major national campaign. We are here to promote you and to help you promote us! Below we ve outlined key activity that took place for Mother s Day 2013 to give you an idea of coverage. Mother s Day 2013 campaign highlights: John Good programme ads running at 79 venues nationwide and targeted advertising in opera and dance publications. Listings on over 8 different benefit schemes targeting Local Government employees; NHS employees; NASUWT Teaching Union employees; companies including Centrica, Apple, Honda, Virgin Atlantic; emergency services employees; the army and Ministry of Defence. A joint promotion with the film A Song for Marion running with The Sun (8.8 million unique users), Big City Network (1.2 million), Marie Claire (1.5 million) and Fabulous (2.03 million). An extensive outdoor campaign for Mother s Day including 4 sheets on the Underground and National Rail. Live read broadcast coverage on Classic FM highlighting buying Theatre Tokens as a gift for Mother s Day. Mother s Day national newspaper advertising in publications including: Daily Mail, The Times, The Guardian, The Daily Telegraph, The Sunday Telegraph, The Independent and Financial Times. Nationwide newspaper, online and magazine promotions and competitions for Valentine s Day and Mother s Day. Regular digital campaigns using search retargeting around all gifting occasions. Specific retail advertising including hanging signs in over 600 WHSmith stores nationwide. Marketing Opportunities for you: Below we ve outlined the main ways for you to promote your theatre to existing and potential Theatre Tokens customers: Our enewsletter goes out to over 38,000 subscribers quarterly. We also send out solus s for Valentine s Day, Mother s Day, Father s Day and Christmas. We will always highlight new theatres that have come onboard the scheme. If you have local publications that you feel might benefit from knowing more about the scheme please let us know and we ll contact them to discuss possible promotions. We also already have a number of corporate clients nationwide who receive a discount directly from us when purchasing for staff benefits. Why not use our corporate pricing incentives to engage with businesses in your local area. If you would like some bespoke point of sale items to fit your specific Box Office design or if you have outdoor space and would like to advertise to passers-by that buying Theatre Tokens from you is the perfect gift, then let us know and we can discuss possible production. Also, if you are sending season announcement mailings and want to make people aware they can buy Theatre Tokens for friends, then let us know and we can discuss providing you with an insert or copy/logo for your accompanying letter. Current point of sale items available: DL Flyer A4 Poster Bookmarks Window Clings

6 We are now on Twitter and Facebook. We encourage all recipients of Theatre Tokens to join our social media channels to find out how to make the most of their trip. For both channels we are looking for interesting content from our theatres. We specifically look to post the following: Show posters/images in a regular What s On album Trailers or any interview/backstage footage Offers on shows, at your café/bar or any other promotions you would like highlighting Information about platform events or other projects/activities that would accompany a show that can be brought with Theatre Tokens. We welcome all content and will endeavour to post as much as we can. We follow all theatres in the scheme and will share content directly from your pages as well. Don t forget to mention us to your fans! The information above is just a small insight into the marketing opportunities you can benefit from by selling and redeeming Theatre Tokens. We run regular promotions and are involved in a number of nationwide schemes to target audiences with many exciting prospects arising throughout the year. When your theatre signs-up to the scheme please ensure we have up to date contacts for a marketing representative so that they don t miss out. We hope to be discussing marketing with you soon, Megan and Samar Nathan, Theatre Tokens Manager: Steve, Theatre Tokens Account Controller: Megan, Marketing Manager: Samar, Marketing & Partnerships Co-ordinator:

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