Measuring the Effectiveness of Varying Marketing Channels

Tennessee Theatre Logo

The marketing team at the Tennessee Theatre, a nationally-renowned entertainment venue, believed in gathering feedback from their patrons. They knew they needed feedback in order to determine the most effective marketing methods for meeting their strategic goals of increasing ticket sales and market penetration.


The Tennessee Theatre had tried various feedback systems and tools but had difficulty with getting enough feedback and with making sense of the results. This led to frustration with the limitations of the survey tools and the results impeded their ability to execute and meet their strategic goals.

Mobile devices with AnswerCloud for the Tennessee Theatre


When it came time to evaluate the marketing effectiveness for each show, the Tennessee Theatre decided to use Survature’s real‑time feedback platform, which features an all‑new survey interface that increases participation and captures the behavior of respondents while they take the survey. Analysis of the behavior data added a whole new dimension to their insights, the priorities of their customer base.

To see the two-dimensional space, customer priority together with customer satisfaction, has helped them make better decisions, and meet their strategic goals. All based on input from the patrons themselves.

View a demo of the Tennessee Theatre's survey.

Laptop with results for the Tennessee Theatre


Using Survature has paid off. The Tennessee Theatre is now a stickler for results analysis and has the priority based patron feedback to support their decision making.

They determined, surprisingly, that advertising is not a top priority for marketing shows to their customer base. Their own website, the performer’s website and their own email newsletter are much more effective.

In addition, they were able to use Survature’s cross-segmentation tool to compare first-time customers vs. repeat customers, giving them quantitative evidence that has refined how they use marketing channels to reach and speak to patron’s of varying experience with the theater.

Most of all, the team at the Tennessee Theatre found that using a feedback platform like Survature fit flexibly within their very hectic daily workflow, which they themselves call “one show at a time.” Having one easy to use system to support their whole workflow of feedback management helps them make decisions with more confidence, more quickly and address the needs of their patrons.

View example results from the Tennessee Theatre's survey.