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Presentation tocongres podiumkunsten30 May 2012
Membership and loyaltyTen steps to successMartin BardenCulture Consultants Ltd     #cpk12     @tyrannosaurusx
1. Remove barriers
Customers have already said ‘yes’
2. Is it a membership?
3. Philanthropy
4. Benefits
5. Selling - outreach
6. The Journey
7. Brand Promise
8. Systems
9. Retention – engagement - motivation
10. Lifetime Value (LTV)Freepix.com
Growth/Retention                                                          Tate Members120,000                             ...
Case Study 1: retention
Tate’s eight segments in 2009                                   6        8         3                             7 1      ...
Autumn 2011                                              8                                      6                         ...
Retention: before and after                                Retention by month    100.0     95.0     90.0                  ...
Case Study II: William BlakeFirst Book of Urizen pl.21 1796, circa 1818, © Tate
Thank you: contact•   @tyrannosaurusx•   martin@cultureconsultants.co.uk•            Martin Barden
Martin Barden – The audience centre stage | congres podiumkunsten 2012
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Martin Barden – The audience centre stage | congres podiumkunsten 2012

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Until recently, Martin Barden was dealing with memberships and loyalty programs at the Tate in London. In the past 10 years he has successfully developed various membership programs. At the congress he will tell us about the steps to a successful way to bind our audiences as theater company or orchestra. To be successful in developing an art membership program, you need to slow down and listen. Most important of all, you have to focus on the individual, not the institution, says Martin Barden. www.congrespodiumkunsten.nl

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Martin Barden – The audience centre stage | congres podiumkunsten 2012

  1. 1. Presentation tocongres podiumkunsten30 May 2012
  2. 2. Membership and loyaltyTen steps to successMartin BardenCulture Consultants Ltd #cpk12 @tyrannosaurusx
  3. 3. 1. Remove barriers
  4. 4. Customers have already said ‘yes’
  5. 5. 2. Is it a membership?
  6. 6. 3. Philanthropy
  7. 7. 4. Benefits
  8. 8. 5. Selling - outreach
  9. 9. 6. The Journey
  10. 10. 7. Brand Promise
  11. 11. 8. Systems
  12. 12. 9. Retention – engagement - motivation
  13. 13. 10. Lifetime Value (LTV)Freepix.com
  14. 14. Growth/Retention Tate Members120,000 100.0% 90.0%100,000 80.0% 70.0% 80,000 60.0% 60,000 50.0% 40.0% 40,000 30.0% 20.0% 20,000 10.0% 0 0.0% Mar-00 Mar-01 Mar-02 Mar-03 Mar-04 Mar-05 Mar-06 Mar-07 Mar-08 Mar-09 Mar-10 Mar-11 Mar-12 Number of Memberships Retention
  15. 15. Case Study 1: retention
  16. 16. Tate’s eight segments in 2009 6 8 3 7 1 5 4 2HIGH Likelihood to lapse LOW
  17. 17. Autumn 2011 8 6 5 1 2 3 7 4HIGH Likelihood to lapse LOW
  18. 18. Retention: before and after Retention by month 100.0 95.0 90.0 2009% 85.0 2010 80.0 75.0 70.0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec 2009 83.0 85.6 83.8 88.0 85.4 84.0 86.4 86.8 84.4 79.8 84.4 74.0 2010 84.2 87.9 86.6 90.5 90.1 91.5 89.6 89.7 90.0 86.9 88.6 79.8
  19. 19. Case Study II: William BlakeFirst Book of Urizen pl.21 1796, circa 1818, © Tate
  20. 20. Thank you: contact• @tyrannosaurusx• martin@cultureconsultants.co.uk• Martin Barden

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