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Jill Robinson,
President & CEO
TRG Arts
THE DEATH OF THE
SUBSCRIPTION
Has Been Greatly
Exaggerated
Webinar Copyright © 201...
Photo by ASJ8 via flickr.
Photo by Ken Fager via flickr.
Photo by Phil Roeder via flickr.
Subscription
In the NFL, others
• “Season Tickets”
• Trends
• Motivations
But, “subscription”…
In the arts?
• “There seems little doubt that the [subscription] model itself is
going bust.” --Terry...
But, “subscription”…
In the arts?
Could it be
A demand issue?
• Similar to our “Art Form”
• Market
• Investment
Could it be
A demand issue?
• Similar to our “Art Form”
• Market
• Investment
DEMAND
Photo via Bjorn Watland
(CC BY-SA 2.0)
Photo via Brandi Korte (CC BY-NC-ND 2.0)
Photo via Michael Coppens (CC BY 2.0)
Photo by Russ Seidel via flickr.
Donors and
consummate
loyalists
The magic
of “and”
From 1st time to
second or last time
to NOW
VIP access
& pricing
Better...
Donors and
consummate
loyalists
The magic
of “and”
From 1st time to
second or last time
to NOW
Sustainable Income: Integra...
Philadelphia Study
Two Key Findings
1. Subscriber and donors had the highest
volume of cross-over
• 40% of subscribers don...
ROI
philanthropy
Benefit is higher retention
Love the Ones You’re With
Seated
event
business
Decide
Alignment
What it Takes
Artistic Financial
Marketing
Segmentation
Sales
Inventory
Management
Retention &
Upgrade
Alignment?
PUTTING IT TOGETHER
Building a successful
subscription program
We Asked You
Subscriptions
at Your Org?
1. Stable/Flat: 43%
2. Declining: 25%
3. Growing: 22%
4. Up & Down, All Over the P...
Artistic
Programming
1. Programmatic Loyalty Analysis
2. Integrated Decision-Making Process
3. Subscriber Feedback
Financial
Investment,
Infrastructure
1. Retention Budget
2. Campaign Investment
3. Budget for the “and”
Sales
Culture
1. Box Office
2. On-line
3. “In Store”
Marketing
Segmentation
1. Prior Relationship
• Lapsed subscribers
• Donors non-subscribers
• Multi-ticket buyers, recent a...
Retention & Upgrade
Single TicketSub
1. Single Ticket Buyers!!
2. Retention Begins: Point of Sale
3. Continues All Season...
Inventory
Management
1. Hold best inventory for subscribers
2. Care for loyalty during renewal process
3. Single ticket bu...
Seated
event
business
Decide
Alignment
What it Takes
Artistic Financial
Marketing
Segmentation
Sales
Inventory
Management
Retention &
Upgrade
Alignment?
Photo by ASJ8 via flickr.
Hyde Park Jazz Festival. Photo by Marc Monaghan (CC BY-NC-ND 2.0)
Hyde Park Jazz Festival. Photo by Marc Monaghan (CC BY-NC-ND 2.0)
Photo by Stijn Bokhove (CC BY-NC 2.0)
Questions
The death of the subscription has been greatly exaggerated
The death of the subscription has been greatly exaggerated
The death of the subscription has been greatly exaggerated
The death of the subscription has been greatly exaggerated
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The death of the subscription has been greatly exaggerated

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Let’s face it; the subscription has been uncool for years. While disruptive technologies and changing arts consumer behavior have transformed the way arts managers see their business model, the subscription has declined and stagnated. “Subscriptions are dead” is now conventional wisdom in our industry.

But, if subscriptions were truly dead, wouldn’t they have just disappeared by now? Inconveniently, subscriptions incentivize loyalty and provide sustainable revenue that's difficult to find elsewhere in any audience-centered business model. Many organizations that have tried to innovate in this area have found themselves in a state of subscription emergency.

The fact is, subscriptions are still viable, but selling them today requires a different mindset than it did 5, 10, or 20 years ago. While it takes work to rescue and resuscitate your subscription program, it's achievable and you already have many of the tools you need to do it. In this webinar, CEO & President Jill Robinson presented:

- Evidence that subscription survives and, yes, even thrives at arts organizations today
- How subscription can build loyalty among audiences
- What it takes in 2015 to rescue your subscription program

Published in: Business
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The death of the subscription has been greatly exaggerated

  1. 1. Jill Robinson, President & CEO TRG Arts THE DEATH OF THE SUBSCRIPTION Has Been Greatly Exaggerated Webinar Copyright © 2015 TRG Arts All Rights ReservedPhoto via Michael Coppens (CC BY 2.0)
  2. 2. Photo by ASJ8 via flickr.
  3. 3. Photo by Ken Fager via flickr.
  4. 4. Photo by Phil Roeder via flickr.
  5. 5. Subscription In the NFL, others • “Season Tickets” • Trends • Motivations
  6. 6. But, “subscription”… In the arts? • “There seems little doubt that the [subscription] model itself is going bust.” --Terry Teachout in the Wall Street Journal, 2013 • “ ‘Subscribe Now!’ was the title of a 1977 book by Danny Newman that became the marketing bible for performing-arts institutions in the United States. “No!” comes the answer from audiences a generation later.” --Washington Post, 2012 • “Subscriptions are a dying model. I doubt that there is any managing director or artistic director who would start a theatre today with subscription as the primary model.” --Rob Orchard, Subscribe to This! www.tcg.org
  7. 7. But, “subscription”… In the arts?
  8. 8. Could it be A demand issue? • Similar to our “Art Form” • Market • Investment
  9. 9. Could it be A demand issue? • Similar to our “Art Form” • Market • Investment
  10. 10. DEMAND
  11. 11. Photo via Bjorn Watland (CC BY-SA 2.0)
  12. 12. Photo via Brandi Korte (CC BY-NC-ND 2.0)
  13. 13. Photo via Michael Coppens (CC BY 2.0)
  14. 14. Photo by Russ Seidel via flickr.
  15. 15. Donors and consummate loyalists The magic of “and” From 1st time to second or last time to NOW VIP access & pricing Better access, Incentives for upgrades, adds Least attractive access, incentives to upgrade Sustainable Income: Integration of Loyalty & Demand Management
  16. 16. Donors and consummate loyalists The magic of “and” From 1st time to second or last time to NOW Sustainable Income: Integration of Loyalty & Demand Management
  17. 17. Philadelphia Study Two Key Findings 1. Subscriber and donors had the highest volume of cross-over • 40% of subscribers donated 2. Demographic trends • Millennials
  18. 18. ROI philanthropy Benefit is higher retention
  19. 19. Love the Ones You’re With
  20. 20. Seated event business Decide Alignment What it Takes
  21. 21. Artistic Financial Marketing Segmentation Sales Inventory Management Retention & Upgrade Alignment?
  22. 22. PUTTING IT TOGETHER Building a successful subscription program
  23. 23. We Asked You Subscriptions at Your Org? 1. Stable/Flat: 43% 2. Declining: 25% 3. Growing: 22% 4. Up & Down, All Over the Place: 9%
  24. 24. Artistic Programming 1. Programmatic Loyalty Analysis 2. Integrated Decision-Making Process 3. Subscriber Feedback
  25. 25. Financial Investment, Infrastructure 1. Retention Budget 2. Campaign Investment 3. Budget for the “and”
  26. 26. Sales Culture 1. Box Office 2. On-line 3. “In Store”
  27. 27. Marketing Segmentation 1. Prior Relationship • Lapsed subscribers • Donors non-subscribers • Multi-ticket buyers, recent and lapsed 2. One-time Ticket Buyers? NO! • Seattle Repertory Theatre case 3. Trades
  28. 28. Retention & Upgrade Single TicketSub 1. Single Ticket Buyers!! 2. Retention Begins: Point of Sale 3. Continues All Season Long • Ensure ticket use • Thank you, benefits • Ask for the UPGRADE!
  29. 29. Inventory Management 1. Hold best inventory for subscribers 2. Care for loyalty during renewal process 3. Single ticket buyers—manage well for loyalty!
  30. 30. Seated event business Decide Alignment What it Takes
  31. 31. Artistic Financial Marketing Segmentation Sales Inventory Management Retention & Upgrade Alignment?
  32. 32. Photo by ASJ8 via flickr.
  33. 33. Hyde Park Jazz Festival. Photo by Marc Monaghan (CC BY-NC-ND 2.0)
  34. 34. Hyde Park Jazz Festival. Photo by Marc Monaghan (CC BY-NC-ND 2.0)
  35. 35. Photo by Stijn Bokhove (CC BY-NC 2.0)
  36. 36. Questions

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