With over a decade-long partnership with Acoustic, Society of London Theatre has continuously embraced advanced marketing technologies to enhance its engagement with audiences and ensure future growth. With the goal of improving their customer experience, they needed a solution that would help them streamline their operations, enhance customer engagement, and achieve their long-term marketing goals. They chose Acoustic Connect to optimise their marketing strategy and create seamless, personalised experiences for theatregoers and members. 

Megan Ross, the Head of Marketing at Society of London Theatre, was tasked with refining how the marketing team was interacting with existing technology providers.  

They needed to ensure they were utilising best-in-class technology to streamline campaign execution while being more self-sufficient in how they were utilising marketing tools without relying on specialist developers. Another top priority was developing a cross-channel marketing strategy to engage audiences across multiple touchpoints.

With the help of Acoustic’s onboarding process and the consultative and collaborative partnership Society of London Theatre shares with Acoustic’s professional services experts, they began the migration process to Acoustic Connect in November 2024. The platform offers the capabilities they need to meet immediate and long-term marketing goals. 

The marketing team currently focuses on creating and executing email campaigns. The upgrade to Acoustic Connect offers enhanced capabilities to move towards a cross-channel marketing strategy in the near future.

They also need a more seamless way to manage and update customer data. Acoustic Connect’s advanced data management features will provide a central, easy-to-navigate interface improving the tracking of customer interactions and optimising consent management.

Throughout the solution evaluation process, additional needs were uncovered. Soon they will expand their use of Acoustic Connect to include behavioural insights. Society of London Theatre’s marketing efforts will be more effective if they can know what events their members want to attend and how they can use this data to cross-market based on members’ interests.  Behavioural insights will also help them understand current gaps in engagement and to get more specific in their service delivery and personalise journeys and content. For example, access to transactional behaviour signals related to Society of London Theatre’s events will help to identify preferences related to show categories and analyse customer behaviours to gain insights into their lifecycle interactions with Society of London Theatre’s family of brands.  Ross says, “This will help our marketing team to identify opportunities to strengthen or expand our member engagement, ensuring our ongoing relevance and connection with our audience.”

With the help of their strong partnership with Acoustic’s professional services team, Society of London Theatre was able to be up and running on Acoustic Connect quickly. In just over a month, the marketing team has already benefited from the solution with several live campaigns launched. Ross says, “The upgrade equips us with the tools necessary to execute more sophisticated, data-driven campaigns, and provide flexibility across multiple channels. Our move to Acoustic Connect has made visual design much better and easier. With drag-and-drop email design capabilities, we’ve made our email communications more engaging and visually appealing.” 

Acoustic Connect’s powerful reporting and analytics tools will help Society of London Theatre move away from legacy dashboards and outdated CRM reporting. With insights reporting in Acoustic Connect, they’ll now have access to customisable, real-time dashboards that offer an at-a-glance view of campaign performance, customer behaviour, and engagement trends.  Alongside this, Society of London Theatre can use Acoustic Connect’s insights features to run complex reports using a wide array of filters and time ranges. With insights reporting, they’re able to set up large-scale reports like their end-of-year report once and run it as often as they need, which is both more accurate (versus manual reporting) and saves time and resources. The scheduled reporting and alerts in insights also allow for Society of London Theatre to share findings and key metric events on-demand. 

“By transitioning to Acoustic Connect, we’re taking a significant step to becoming more agile and efficient in our marketing efforts. The platform’s seamless integration of data, advanced reporting tools, and cross-channel capabilities will help us to enhance customer and member engagement and drive growth across marketing channels,” Ross explained.  

Outside of the technical setup, Society of London Theatre worked closely with Acoustic’s professional services team to develop a CRM marketing strategy with a prioritised project plan for 2025 and beyond. Acoustic facilitated strategic sessions, including a Vision and Values workshop, led by Acoustic’s professional services experts with the goal of helping Society of London Theatre evaluate and set forth a strategic vision, while driving value from Acoustic Connect. This session is focused on setting priorities and leading collaborative and interactive workshops to help Society of London Theatre assess their current position and plan for the future. By aligning marketing tactics with business goals, Society of London Theatre will be able to maximise the value of Acoustic Connect. Ross shares, “Our partnership with Acoustic will enable us to refine our marketing strategy, empower our team, and better connect with our audience through multiple channels. We’re excited about the future and the innovative possibilities Acoustic Connect will help us unlock.” 

In the upcoming months, Society of London Theatre plans to leverage the behavioural capabilities available in Acoustic Connect to cross-market and promote events in a more personalised and relevant way to their members. And, with the help of Acoustic’s professional services they intend to build a cross-channel marketing strategy that has the ability to include SMS and WhatsApp, to give them even more flexibility to communicate with customers on their preferred channel in the moments that matter. They will also use Acoustic Connect to automate journeys and for advanced segmentation to improve their digital experience and increase customer engagement pre-and-post events.