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Tate Membership by Martin Barden

by martinbarden on Jun 10, 2011

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Presentation at MuseumNext 27 May 2011

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Presentation at MuseumNext 27 May 2011

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modesterggg Hello my dear
I am Modester by name good day. i just went to your profile this time true this site (www.slideshare.net) and i got your detail and your explanation in fact the way you explain your self shows me that you are innocent and maturity and also understand person i decided to have a contact with you so that we can explain to our self each other because God great everyone to make a friend with each other and from that we know that we are from thism planet God great for us ok my dear please try and reach me through my email address (modester4life4@yahoo.com) so that i can send you my picture true your reply we can know each other ok have a nice day and God bless you yours Modester 5 months ago Reply
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Thanks for having me along today – not looking particularly at Tate’s social networking but at Tate Members’ CRM programme and a particular data segmentation exercise we undertook recently
Four galleries >7m visitors a year, around 2 million ticketed One website >18m unique hits Big numbers mean little if there is no traction
Membership is not primarily an audience development tool. We pick up from first engagement. Members do however bring in other non-Members. People have already said yes Membership and ticketing together – one pathway to engagement Membership scheme covers all 4 sites Comms programme develops the journey Feeder to higher level development programme
Principal benefit is free admission. Members’ Rooms. Regular print and e-comms.
Heart of our audiences – most engaged, most communicated with.
Need to have a degree of engagement. This is benefit led, not philanthropic at this stage. Subscription scheme External advertising and DMail does not sell membership. Phone, in-gallery, website It’s a sieve – task to make holes as small as we can, and to make the sieve bigger.
Previously there was no clear ID. One of the main benefits is to get in-gallery real estate . Fallon already Tate’s primary creative agency (brand via Wolff Olins) Challenge: Bring art into the product Commissioned artist from shortlist Make it tangible
Male Scot in his 40s Triangular relationship Memory box and other tools from Fallon – David populated them Goal – make membership more tangible, better gift, POS, box of memories, fun and lighter – and visual . Some controversy Internal market for gallery space – gave us more presence.
Another Male Scot in his 40s – Turner Prize nominated Popular culture – rock groups, famous for his floors
Neither Scottish nor male. But in her 40s, Turner Prize nominated. Join the scheme to find out!
In response to falling renewal rates, down from around 90% - nirvana. WE NEED TO DO SOMETHING. Triple whammy of economic downturn, previous strong growth, weaker exhibition programme Appointed TMW in London to do some major data crunching (next slide)
These were then further grouped into four groups as a first step to developing a new approach to comms.
3, 4 5 = benefit: – get them back into the gallery 5, 6, 7 = philanthropy – BLAKE campaign – story telling. Most successful DM campaign. Left segment 8 alone. Left 1&2 alone for first year.
“Lapse” is not in the member’s mind for quite some time – don’t give up on them too soon
84% in 2009 88% in 2010 December = xmas gifts
Triggered emails to invite post-exhibition reviews on facebook twitter tate blog. – engagement – two way activity – not just broadcast – greater media mix

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Tate Membership by Martin Barden — Presentation Transcript

Tate Members and customer relationship management
- 27 May 2011
- with Martin Barden
Tate's mission
- to promote public knowledge, understanding and enjoyment of British, modern and contemporary art
The journey
- First visit – virtual or physical
- Free collection
- -------------------------------------------
- Paid exhibition
- Second gallery
- Ancillary programme
- Membership
- Donation
- -------------------------------------------
- Donor/patron
- Specific fundraising asks
- Regular Giving
- Legacy
What Tate Members does
- A charity founded in 1958
- Supports Tate’s fundamental purpose
- Has helped to acquire 400+ works
- Funds c.10% of Tate’s activity
Levels of Membership
- A modular scheme
- 97,500 Memberships
- Individual 21%
- Member and Guest 67%
- Member and Guest x2 12%
- = 195,000 Members
The twin pillars
- Acquisition: point of sale
- Retention: communications programme and customer service
Brand identity
- Appointed Fallon Spring 2007 to develop Members’ brand identity.
David Shrigley 2007-2009
Jim Lambie 2009-2011
- 2011 to 2013…
Retention: the challenge
- A : Retention fell 4% in 2009:
- B : Could more Members become Patrons?
- How can we speak to Members individually?
Data Segmentation Project
- Summer 2009: DM agency analysed Members’ data to build:
1 2 3 4 5 6 7 8 Outcome: the eight segments Likelihood to lapse HIGH LOW
1 2 1 & 2 New and not sure… Likelihood to lapse HIGH LOW
- Under two years as a Member
- Low visits – nearly half of segment 1 have never visited
- Lapse score = 93 out of 100
3.5k 5.6k
3 4 5 3, 4 & 5 Fence-sitters Likelihood to lapse HIGH LOW
- High number of visits – up to 8 to 9 times a year
- But still have a high lapse score: 58/44 out of 100
9k 5.5k 20.7k
6 7 6 & 7 Loyal Likelihood to lapse HIGH LOW
- 5+ years of membership
- Medium number of visits
- Prefer TB but visit all 4 galleries
- Aged 31-60 yrs
- Lapse score: 19-32 out of 100
18k 19.4k
8 8 Die-hard Likelihood to lapse HIGH LOW
- High loyalty – all 10+ yrs
- Medium/low number of visits
- Prefer TB but visit all 4 galleries
- Aged 31-60 yrs
- Lapse score = 6 out of 100
10.5k
What we did next
- Focus on segments 3, 4, 5:
- Focus on 5, 6, 7:
- Seasonal refreshment of model
Frequency and activity
- Increased renewal messages by 100%
- Comms mix of e, mail, phone, postcard
- Drip-feed of benevolence messages
- Programme: introduced new events
Retention rate before and after
The future
- Deeper engagement
- Enhanced offer
- One-to-one conversations
- Moving through the journey
- New facilities: TM2 and TTB
- New technology
Thank you
- [email_address]
- Find me on linkedin
- @tyrannosaurusx on twitter

Tate Membership by Martin Barden

by martinbarden on Jun 10, 2011

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Tate Membership by Martin Barden — Presentation Transcript