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Patron-Based Marketing in the Digital Age

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Two decades of arts consumer study has led the consulting firm TRG Arts to conclude that 2013 is the year choral organizations must frame their marketing efforts around The Patron. Knowing who buys your tickets and subscribe and contributes, when and how much is the best way to inform how you package, price, and promote your programs. The best part: it’s a matter of focus. Every organization can use the information and skills they have to market better. In this three-hour workshop presented at the 2013 Chorus America conference, Joanne Steller and Amelia Northrup-Simpson shared best marketing practices that are patron-based, time-proven and updated for the digital age. You’ll learn strategic ideas on building lasting loyalty and revenue that can sustain your organization.

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Patron-Based Marketing in the Digital Age

  1. 1. Patron-based Marketingin the Digital AgeJune 12, 2013Seattle, Washington
  2. 2. Joanne StellerVice President Strategic CommunicationsAmelia Northrup-SimpsonStrategic Communications Specialist
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  6. 6. 6Today’s Agenda1. Finding New Patrons: Scoping the Job2. Where Patrons Come From3. Learn to Love Data4. Talk to Patrons Directly5. Getting Patrons to Come BackClinic: Questions You Asked(What happens in Seattle, stays in Seattle)
  7. 7. 7Finding New PatronsScoping the Job1
  8. 8. 8How do we….Let the communities we representactually know about us?Maximize our exposure(with limited budget)?
  9. 9. 9Target Your Search
  10. 10. 10Reach Those Who Matter Most
  11. 11. 11Set TargetStartKeep GoingDo What YouCan
  12. 12. 12Where New PatronsCome From2
  13. 13. 13New: Minnesota
  14. 14. 14Who’s in youraudience?Renewal, Reactivated, and New
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  16. 16. 16Only 1 in 5 first timepatrons ever return
  17. 17. 17Half of all Households are First-Timers
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  20. 20. 20Audience Origin
  21. 21. 21We are a small chorus in a city with manychoruses. Everyone competes for the samepatrons and also competes for those newpatrons. We do not have the knowledge,experience, or staff to compete with largeroperations who can focus on this.
  22. 22. 22Opera America Study
  23. 23. 236% Attend MultipleOrganizations
  24. 24. 24Single OrganizationBuyers:50% Churn Overall
  25. 25. 25Multi-OrganizationBuyers:15% Churn Overall
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  27. 27. 27
  28. 28. 28Why trade?1. New patrons are already active with otherarts organizations….but not your chorus.2. The more arts patrons buy with OTHERarts organizations, the more likely theyare to buy your concerts.3. Collaboration (trading) builds audienceand loyalty; ―competition‖ limits.
  29. 29. 29New: Minnesota
  30. 30. 301. Geography:Where Do Your Patrons Live?
  31. 31. 31TotalCrossoverArtistsRepertoryTheatreBag&BaggageCappellaRomanaChamberMusicNorthwestMiracleTheatreGroupNWChildrensTheater&SchoolOregonBalletTheatreOregonChildrensTheatreOregonHistoricalSocietyOregonSymphonyOregonZooPortlandBalletPortlandCenterStageArtists Repertory Theatre 16,995 11,263 2.0% 2.3% 3.5% 4.0% 14.6% 13.1% 3.7% 3.4% 24.0% 7.4% 1.2% 41.9%Bag&Baggage 4,165 1,917 8.1% 1.0% 0.7% 1.7% 8.2% 8.5% 2.7% 0.8% 11.6% 10.6% 0.6% 15.9%Cappella Romana 12,082 2,515 3.3% 0.3% 1.7% 1.2% 3.7% 4.2% 0.7% 1.3% 8.5% 2.0% 0.5% 6.7%Chamber Music 2,367 1,917 24.8% 1.2% 8.8% 3.5% 14.2% 22.6% 3.1% 8.4% 51.5% 7.3% 1.8% 39.9%Miracle Theatre Group 10,892 3,021 6.2% 0.7% 1.3% 0.8% 6.0% 4.8% 1.7% 0.9% 6.9% 3.3% 0.6% 12.0%Northwest ChildrensTheater47,962 20,407 5.2% 0.7% 0.9% 0.7% 1.4% 10.3% 5.6% 1.1% 11.6% 13.4% 1.7% 14.8%Oregon Ballet 45,421 20,717 4.9% 0.8% 1.1% 1.2% 1.2% 10.9% 3.7% 1.3% 14.8% 12.5% 1.8% 14.9%Oregon Childrens Theatre 9,871 6,563 6.3% 1.1% 0.9% 0.7% 1.9% 27.4% 17.0% 1.2% 13.6% 32.9% 2.0% 18.3%Oregon Historical 5,333 3,028 10.8% 0.6% 2.9% 3.7% 1.8% 9.5% 11.2% 2.2% 27.7% 11.0% 0.9% 23.6%Oregon Symphony 62,167 26,991 6.6% 0.8% 1.6% 2.0% 1.2% 9.0% 10.8% 2.2% 2.4% 7.3% 0.9% 17.3%Oregon Zoo 81,388 20,213 1.5% 0.5% 0.3% 0.2% 0.4% 7.9% 7.0% 4.0% 0.7% 5.6% 0.7% 6.0%Portland Ballet 4,327 2,179 4.7% 0.5% 1.3% 1.0% 1.5% 18.3% 19.4% 4.6% 1.1% 12.2% 13.2% 14.1%Portland Center Stage 58,746 30,325 12.1% 1.1% 1.4% 1.6% 2.2% 12.1% 11.5% 3.1% 2.1% 18.3% 8.3% 1.0%2. CrossoverWhat ELSE Do My Patrons Attend?
  32. 32. 32TotalCrossoverArtistsRepertoryTheatreBag&BaggageCappellaRomanaChamberMusicNorthwestMiracleTheatreGroupNWChildrensTheater&SchoolOregonBalletTheatreOregonChildrensTheatreOregonHistoricalSocietyOregonSymphonyOregonZooPortlandBalletPortlandCenterStageArtists Repertory Theatre 16,995 11,263 2.0% 2.3% 3.5% 4.0% 14.6% 13.1% 3.7% 3.4% 24.0% 7.4% 1.2% 41.9%Bag&Baggage 4,165 1,917 8.1% 1.0% 0.7% 1.7% 8.2% 8.5% 2.7% 0.8% 11.6% 10.6% 0.6% 15.9%Cappella Romana 12,082 2,515 3.3% 0.3% 1.7% 1.2% 3.7% 4.2% 0.7% 1.3% 8.5% 2.0% 0.5% 6.7%Chamber Music 2,367 1,917 25% 1.2% 8.8% 3.5% 14.2% 23% 3.1% 8.4% 51% 7.3% 1.8% 40%Miracle Theatre Group 10,892 3,021 6.2% 0.7% 1.3% 0.8% 6.0% 4.8% 1.7% 0.9% 6.9% 3.3% 0.6% 12.0%Northwest ChildrensTheater47,962 20,407 5.2% 0.7% 0.9% 0.7% 1.4% 10.3% 5.6% 1.1% 11.6% 13.4% 1.7% 14.8%Oregon Ballet 45,421 20,717 4.9% 0.8% 1.1% 1.2% 1.2% 10.9% 3.7% 1.3% 14.8% 12.5% 1.8% 14.9%Oregon Childrens Theatre 9,871 6,563 6.3% 1.1% 0.9% 0.7% 1.9% 27.4% 17.0% 1.2% 13.6% 32.9% 2.0% 18.3%Oregon Historical 5,333 3,028 10.8% 0.6% 2.9% 3.7% 1.8% 9.5% 11.2% 2.2% 27.7% 11.0% 0.9% 23.6%Oregon Symphony 62,167 26,991 6.6% 0.8% 1.6% 2.0% 1.2% 9.0% 10.8% 2.2% 2.4% 7.3% 0.9% 17.3%Oregon Zoo 81,388 20,213 1.5% 0.5% 0.3% 0.2% 0.4% 7.9% 7.0% 4.0% 0.7% 5.6% 0.7% 6.0%Portland Ballet 4,327 2,179 4.7% 0.5% 1.3% 1.0% 1.5% 18.3% 19.4% 4.6% 1.1% 12.2% 13.2% 14.1%Portland Center Stage 58,746 30,325 12.1% 1.1% 1.4% 1.6% 2.2% 12.1% 11.5% 3.1% 2.1% 18.3% 8.3% 1.0%
  33. 33. 33TotalCrossoverArtistsRepertoryTheatreBag&BaggageCappellaRomanaChamberMusicNorthwestMiracleTheatreGroupNWChildrensTheater&SchoolOregonBalletTheatreOregonChildrensTheatreOregonHistoricalSocietyOregonSymphonyOregonZooPortlandBalletPortlandCenterStageArtists Repertory Theatre 16,995 11,263 2.0% 2.3% 3.5% 4.0% 14.6% 13.1% 3.7% 3.4% 24.0% 7.4% 1.2% 41.9%Bag&Baggage 4,165 1,917 8.1% 1.0% 0.7% 1.7% 8.2% 8.5% 2.7% 0.8% 11.6% 10.6% 0.6% 15.9%Cappella Romana 12,082 2,515 3.3% 0.3% 1.7% 1.2% 3.7% 4.2% 0.7% 1.3% 8.5% 2.0% 0.5% 6.7%Chamber Music 2,367 1,917 25% 1.2% 8.8% 3.5% 14.2% 23% 3.1% 8.4% 51% 7.3% 1.8% 40%Miracle Theatre Group 10,892 3,021 6.2% 0.7% 1.3% 0.8% 6.0% 4.8% 1.7% 0.9% 6.9% 3.3% 0.6% 12.0%Northwest ChildrensTheater47,962 20,407 5.2% 0.7% 0.9% 0.7% 1.4% 10.3% 5.6% 1.1% 11.6% 13.4% 1.7% 14.8%Oregon Ballet 45,421 20,717 4.9% 0.8% 1.1% 1.2% 1.2% 10.9% 3.7% 1.3% 14.8% 12.5% 1.8% 14.9%Oregon Childrens Theatre 9,871 6,563 6.3% 1.1% 0.9% 0.7% 1.9% 27.4% 17.0% 1.2% 13.6% 32.9% 2.0% 18.3%Oregon Historical 5,333 3,028 10.8% 0.6% 2.9% 3.7% 1.8% 9.5% 11.2% 2.2% 27.7% 11.0% 0.9% 23.6%Oregon Symphony 62,167 26,991 6.6% 0.8% 1.6% 2.0% 1.2% 9.0% 10.8% 2.2% 2.4% 7.3% 0.9% 17.3%Oregon Zoo 81,388 20,213 1.5% 0.5% 0.3% 0.2% 0.4% 7.9% 7.0% 4.0% 0.7% 5.6% 0.7% 6.0%Portland Ballet 4,327 2,179 4.7% 0.5% 1.3% 1.0% 1.5% 18.3% 19.4% 4.6% 1.1% 12.2% 13.2% 14.1%Portland Center Stage 58,746 30,325 12.1% 1.1% 1.4% 1.6% 2.2% 12.1% 11.5% 3.1% 2.1% 18.3% 8.3% 1.0%OrchestrasOpera CompaniesOther Choruses
  34. 34. 34 3Learn to LoveDATA
  35. 35. 35REVENUEPEOPLE
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  39. 39. 39YOUR DATAMake it the best it can beCollect patron contact informationInvest in consistent data entryKeep it central and updatedKeep adding new information
  40. 40. 40Collect contact informationHow?• Online sales (Brown Paper Tickets=win)– Ask for name, street address, email & phone– Require those fields– Verify email by having them type it twice
  41. 41. 41Collect contact informationWhat else?• Alvin Ailey School ―Ambassadors‖ collect cardsfrom audience during intermission• Volunteers help patrons fill out cards in ticketline to ―speed up the process‖• Audience survey in program with raffle• Fill out the card, keep the pen• Hershey’s kiss or $1 off next ticket for contactinfo
  42. 42. 42 4Talking toPatrons Directly
  43. 43. 43How do I move into the 21st century with a 50-yearold organization that is consistently in the redthinking that advertising is the way to bring peopleto the concerts and to raise money?We do very eclectic programs. Our marketingcosts are very high, as we need to market everyconcert or event. [We need] help maximizingexposure for marketing costs.
  44. 44. 44Reach Out DirectlyAnd the best advertising?Your web site!
  45. 45. 45Direct Mail Dead?
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  49. 49. 49Why? Better Cost of SaleCost of Sale is a measure of revenue vs.expenses.How to calculate: $ spent on campaign$ earned from campaign
  50. 50. 50 5Getting Patronsto Come Back
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  55. 55. 551
  56. 56. 56BLOCKBUSTERSBuild Loyal ProspectsBest-selling programs and events• Biggest incentive to buy, come back• Deserves greatest investment• Greatest ROI• Rewards all levels of loyalty
  57. 57. 57Personal contactAsk them to add it on, or ifthey’d like extra ticketsThanks. Welcome!―Don’t miss this.‖
  58. 58. 582
  59. 59. 59UPGRADESEvery patron’sNext stepMake a plan for every patron typeFocus first on biggest opportunities• Consider the whole picture• Choose efforts you can do best• Collaboration gets the best results• Learn to up-sell
  60. 60. 60Next Step: ReactivateMessage: ―Welcomeback‖How? Treat them like afirst timer and a valuedpatron.Next Step: Come backMessage: ―Welcome—thanks for joining us‖How? Make the firsttime the best possible.Next Step: Come back againMessage: ―Thanks, and mightyou wish to _____?‖How? Foster furtherengagement by making the ask
  61. 61. 61Add a donationRenew & Upgrade
  62. 62. 62Loyalty reduces costs, increases net returnDemonstrated in this Performing Arts ExampleIMPACTSingle TicketBuyersNewSubscribersRenewingSubscribersRenewingSubscriber-DonorsNet Per Ticket/Package Yield $53.84 $156.05 $341.51 $550.42Cost of Sale 20% 25% 3% 3%RenewalRates23% 46% 69% 88%
  63. 63. 63What else?(your question here)

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