Increasing frequency of rarely-engaged arts and cultural attenders
Most arts and cultural organisations only need to increase retention and frequency rates among a small percentage of their customers for considerable financial benefit,so choosing to concentrate on the needs of just one or two segments will bring good returns on any investment in change. What Audiences London discovered about less committed audiences went beyond our assumptions, sometimes confirming them, sometimes challenging them.
A common theme across all was the importance of independent endorsement, which provokes a new debate about the importance of enabling user-generated content. In this context, we also discovered another important group – the ‘Keen to Share’, who enjoy commenting on their experiences, display ‘initiator’ behaviour and are used to sharing their opinions online.