AMA Conference 2020

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?

Browse by smart tags
CRM Loyalty Retention
Resource type: | Published: 2013