Resources tagged with "retention"
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.Published:2013 Type: article
The ‘Test Drive the Arts’ concept is about utilising spare capacity in arts venues (which generate nil income) to give potential attenders a ‘taste’ of the product in order to stimulate repeat attendance (and thus generating income in venues where a charge is levied). This groundbreaking study evaluates performance against objectives including: targeting 25,000 new attenders; testing the concept with diverse new audiences; response and retention rates; benchmark costs; informing a national campaign; and best practice guidelines.Published:2013 Type: research
This report provides a summary of the Test Drive: North West audience development project which looked at how venues could increase repeat attendance using spare capacity. Using telemarketing, potential attenders where given a chance to ‘try before you buy’ with the offer of free tickets providing an opportunity to capture personal data and profile their demographics and their attendance histories. The project targeted 20,000 new attenders, and set out to test the concept with diverse audiences, measure the response and retention rates and provide a body of evidence which could form the basis of a nationwide campaign.Published:2013 Type: research
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.Published:2013 Type: case-study