Promoting Cultural Experience Products: Driving Engagement and Revenue Growth 

Project Background

The client, with over 20 cultural venues and studios, aimed to revitalize offline cultural consumption but faced significant operational challenges: 75% of revenue relied on traditional programs, there was a disconnect between experiences and consumer spending, and the member repurchase rate was only 32%. To address these issues, the client sought to enhance the appeal of its cultural experiences and improve customer engagement and retention.

Project Execution

We assembled a dedicated marketing team to systematically analyze the client’s physical resources, including tea art workshops, ancient book restoration experiences, and intangible cultural heritage (ICH) craft spaces. Based on space utilization data and user research, we designed a "Cultural Exploration Annual Pass" solution, which included curating 12 venues to create themed experience routes (with one featured venue promoted each month), pricing the annual pass at 198 RMB (offering 6 free core experiences per year, originally valued at 480 RMB, and 20% off all purchases), and introducing an "Experience Badge" incentive system (where collecting stamps from 3 venues allowed customers to redeem limited-edition cultural merchandise).During implementation, we collaborated with venues to launch "Experience Day Exclusive Packages" (discounts for same-day purchases after an experience), developed an online booking system to optimize venue traffic, and organized a "Cultural Experience Ambassador" program within member communities. Participants earned double points for sharing their experiences online, fostering word-of-mouth promotion.

Project Outcomes

Within 6 months, the cultural experience products’ revenue share increased to 41%, and the member repurchase rate rose to 48%. Key high-value scenarios emerged, including parent-child craft workshops (with a weekend conversion rate of 68%) and corporate team-building packages (achieving a 55% repurchase rate). Additionally, associated merchandise sales grew by 130%. The project also established core methodologies, including the 《Cultural Venue Collaboration SOP》 and the 《Experiential Consumption Conversion Model》, providing a replicable framework for future initiatives.