The school holidays have wrapped up, and you might be breathing a sigh of relief. But let me ask you a question: of all the families that just came through your doors, how many will you see again? A government voucher program just put that question front and centre, and most operators are missing the real opportunity.
Yes, I’m talking about the “Kids Access All Areas” vouchers. It’s easy to see this as just a $50 discount, a bit of admin, and a nice-to-have boost from the State Government. But if that’s all you see, you’re leaving a massive amount of future revenue on the table. This isn’t just a subsidy; it’s the government paying your customer acquisition cost for you. Your job is to make that investment count.
Let’s Break Down What’s Happening
The government media release is full of big numbers, but let’s translate them into what matters for your business. The Cook Government is effectively sending you pre-qualified leads with cash in hand. They’ve already done the hard part of creating demand.
- The “What”: 50,000 vouchers, each worth $50, for kids to access arts, culture, and events across WA.
- The “Who”: Families. A high-value demographic that often travels and spends in groups.
- The “Proof”: The first round has already been snapped up, with families flocking to major venues like Fringe World and Scitech. This proves the desire is there.
- The “Opportunity”: Another round is opening later this year. This is your chance to get prepared.
I challenge you to stop thinking “How do I redeem this $50?” and start asking, “How do I turn this $50 voucher into a $500 lifetime customer?” The first transaction is the starting line, not the finish line.
Your 3-Step Action Plan for the Next Round
Thinking like a marketer means seeing every touchpoint as part of a larger journey. Here’s how you can prepare now to win big when the next voucher round drops.
- Get Your House in Order (Literally): First things first, you can’t play if you’re not on the field. Are you registered as a provider for this program? If not, get onto the official website and find out what you need to do. Make sure your online booking system can handle vouchers smoothly. A clunky redemption process is the fastest way to lose a potential repeat customer.
- Create the “Bounce-Back” Offer: Never let a new customer leave without giving them a compelling reason to return. When they redeem their voucher, have an exclusive “Thank You” offer ready. It could be a “20% off your next visit” card, a “Book again in the next 30 days and get a free coffee” deal, or a special pass for their friends. The goal is to immediately plant the seed for visit number two.
- Capture, Don’t Just Transact: A name and an email address are more valuable than the $50 voucher. Why? Because it gives you permission to build a relationship. Make capturing their details a natural part of the booking process. Then, have a simple follow-up email ready to go: “Thanks for visiting! We hope you loved [Your Experience]. Here’s what’s coming up next month…” This is fundamental marketing, and this program is the perfect excuse to master it.
Don’t Just Take the Money, Build the Relationship
This voucher program is a gift. It’s a chance to get new families through the door who might not have considered you otherwise. But the real work begins the moment they walk in. Treat every voucher redemption not as a discount, but as an introduction to a family you want to see again and again.
Turning a one-off voucher redemption into a loyal, repeat customer is the difference between a good season and a great business. If you need help building that follow-up email sequence or crafting a bounce-back offer they can’t refuse, my team at SATM lives and breathes this stuff. Let’s have a chat about turning these leads into fans.
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