Yesterday we wrote about Les Miserables coming to Dublin and today we can dive a little deeper into how a major event like that makes a difference to theatre sponsor Bord Gais Energy.

“Ticketing in the rewards club is extremally popular with our customers,” Sponsorship Programme Manager Tanya Townsend.

“We always want to offer our customer the best value on the market and we guarantee that our customer will always get the cheapest ticket price available for an upcoming show.”

“This week we are offering our customers half-price tickets to Tosca – that’s a €60 ticket for just €30 as well as discounted tickets for selected performances of Les Mis.”

Putting content into a Rewards programme is vital for companies in the energy and mobile phone sector in particular where a reduction in the churn of customers that have been hard won is one of the key metrics.

Having a continual stream of offers for the Bord Gais Energy Theatre in Dublin, the 3 Arena and the SSE Arena in Belfast can be as important as the awareness benefit of having your name over the door.

Making a big play of you as a customer being on the inside track when it comes to tickets works wonders in terms of creating a connection with customers and a sense of anticipation about what comes next.

“Each week we sent out an ezine offering our customers Unmissable Rewards,” added Townsend.

“These rewards are money cant buy offers like meet and greets with Steven Gerrard around his upcoming show.”

“Our VIP nights are also very popular and always sell out in a few hours. We run four a month and offer our customers VIP upgrades to selected shows, with complimentary food, drinks and show gifts.”

“Next week we will be running a VIP offer for Matilda – it’s a ‘Treat for the Kids over Easter’ offer, and we expect that to be a winner.

Like any rolling programme of entertainment, it doesn’t need to excite customers every time but when it does it works well in terms of locking customers into your service and having them think twice about what they might be missing were they to shift.

These days it’s as much about the consumer experience as the cost of a service and that is where entertainment can be a big winner in the eyes of sponsors.

If you need proof of that you only need take a quick scan of the messages on the 3+ App. Presale tickets sold out quickly for Niall Horan, Sam Smith, Nathan Carter, the Stereophonics, Arcade Fire, Britney Spears and perhaps not surprisingly U2.

You might not have got them but you had a slightly better chance of doing so than if you were a customer of another service provider.