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8th July 2013 Sara Lock

Approaches in subscription scheme design

By: Tim Baker


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.

Where possible, barriers to purchase amongst the market should also be overcome.The most common reasons for not subscribing are cited as too great a financial outlay (so allow customers to pay monthly), not wanting to commit in advance/inflexibility of personal schedules (so stress flexible exchange packages), or wanting to choose which events to attend (offer a pick and mix subscription).

| Published:2013

Smart tags: subscriptions strategic strategy pricing orchestra audience development

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