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5th April 2013 Sara Lock

Resources by Tim Baker

Customer loyalty and subscription

It is a marketing truism that getting a new customer costs five times as much as keeping an existing one. So, if you can sell that existing customer tickets to 10 performances, that makes it 50 times more cost-effective. Surely, then, subscription is the answer to all our prayers but if so, why have subscription schemes dwindled in the UK?

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Using pricing to optimise income and access

If you're reviewing your approach to pricing then this article may prove useful. You'll find an expert introduction to pricing theory, including the influences on pricing, how to understand value and the variables you can use to differentiate prices. There's also a practical case study from City of Birmingham Symphony Orchestra (CBSO) which discusses the changes they made to their pricing system, what they learned and the impact their new implementation had.

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Approaches in subscription scheme design

Subscription schemes encourage customers to buy a number of tickets for a package of events and thereby attend more frequently than they otherwise might have done. In this article, the author asks why they have not achieved the same popularity in the UK as across the Atlantic, and looks at the experience of the CIty of Birmingham Symphony Orchestra when they newly designed a differentiated subscription package.

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A guide to developing audiences for classical music

Develop your classical music audiences with support from this practical guide full of research, case studies and details of successful initiatives.

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Pricing research study: Call it a Tenner Part 2

Part 2 of the ‘Call it a Tenner’ report for Arts Council England presents a number of case studies from a wide range of arts organisations, according to the pricing strategies adopted. Lessons learned are then incorporated into an set against current pricing theories and models. In this section discounts, subscriptions and memberships are discussed.

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Pricing research study: Call it a Tenner Part 1

Part 1 of the ‘Call it a Tenner’ report for Arts Council England presents a number of case studies from a wide range of arts organisations, according to the pricing strategies adopted. Lessons learned are then incorporated into an set against current pricing theories and models. The impacts cover income, new audience development, marketing tactics and loyalty.

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Comprehending, creating and communicating value

Considers how cultural sector business models will develop in response to the changing roles of the expert, the market and the public in the current cultural landscape. This article provides two viewpoints on the role that arts marketing professionals have in comprehending and delivering public value. John Holden explores the need to understand value from a range of different perspectives in order to start to square artistic vision with engaging audiences; Tim Baker explores how arts organisations can create and package relevant value in order to engage a diverse range of people with the arts.

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Using pricing to optimise income and access

Transcript of a session giving an overview of pricing strategy and theory, and the pricing review process, with a case study from the City of Birmingham Symphony Orchestra (CBSO).

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The Price is Right

A summary from an AMA workshop on pricing.

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