CultureHive > Tags > subscriptions
24th March 2014 Sara Lock

Resources tagged with "subscriptions"

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.

Published:2014 Type: article


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Visitor segmentation

The Wildfowl & Wetlands Trust (WWT) is one of the world’s largest and most respected wetland conservation organisations working globally to safeguard and improve wetlands for wildlife and people. The work of WWT is supported by a much valued membership base of over 200,000 people. In 2010 WWT embarked on a major piece of research to help them understand their visitors in more depth. This resulted in a new segmentation model that helps WWT plan their work, market resources and support visitors better.

Published:2013 Type: case-study


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Customer loyalty and subscription

It is a marketing truism that getting a new customer costs five times as much as keeping an existing one. So, if you can sell that existing customer tickets to 10 performances, that makes it 50 times more cost-effective. Surely, then, subscription is the answer to all our prayers but if so, why have subscription schemes dwindled in the UK?

Published:2013 Type: case-study


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Niche marketing: focusing on the few

A short study into the value of niche marketing using the example of the successful Opus One subscription series for the Hallé in Manchester. This article analyses why and how this form of marketing can work and why it might not be suitable for all organisations.

Published:2013 Type: article


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Approaches in subscription scheme design

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.

Published:2013 Type: article


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