How to improve the selling, marketing and promotion of subscriptions
The traditional subscription model is not dying argues US-based arts marketing blogger (and Managing Director of Milwaukee Repertory Theater) Chad Bauman. To his surprise, recent research with subscribers led Chad to recognise that what is needed to evolve is not the subscription model itself but they way the model is sold. Here he shares the key learnings from his research.
As our 2012-13 season comes to a close, I’m happy to report that we have experienced significant increases in our subscription base for four consecutive seasons, almost achieving a record high number of subscribers and since 2008, have increased our subscription revenue by 115%. Even more surprising, the turnaround started to occur in 2009 at the height of the global economic crisis and a full 1.5 years before the opening of the new Mead Center for American Theater.