Assessing audience loyalty – a must for every arts organisation
Assessing audience loyalty – a must for every arts organisation
By
Katy Raines
SUMMARY
Arts marketers are constantly under pressure to justify every pound they spend against the return they achieve – and a good loyalty-based, or CRM (Customer Relationship Management), approach will help you do just that.
For many organisations, the perceived time and effort in changing their marketing approach seems, understandably, too big a leap to make. Their main concerns seem to be:
• How do we assess how well we’re currently doing, and calculate what our current levels of audience loyalty are?
• How do we assess the financial impact this approach might make, and therefore make the argument for changing how things are done?
• How and where do we start?
