Originally presented at the 2017 NAMP Conference.
Have arts leaders increased the loyalty of their patrons in recent years? TRG Arts is the longest-standing aggregator of loyalty metrics in the arts industry and has recently refreshed its aggregated Patron Loyalty Index. In this presentation, we’ll describe the ways patrons are behaving in terms of their recency, frequency, monetary investment and growth over time, across transactions in single tickets, membership, subscription and donation.
What happens when communities come together around data? As membership leaders consider how to best attract new visitors and members, information on how the wider community engages with arts and cultural organizations becomes particularly relevant. Learn how leaders in the membership field leverage shared data to find the highest-ROI prospects and how trading patron data makes the entire arts ecosystem stronger. Join experts from Jazz at Lincoln Center, MOHAI, and TRG Arts to discuss and discover the power of community data.
Patron Development: Preparing a path from first ticket to planned giftTRG Arts
A patron’s loyalty is built step-by-step with each interaction with your organization. TRG is a data-driven consulting firm that teaches arts and cultural professionals a patron-based approach to sustainable revenue and discussed patron segmentation strategies and proven practices for closing the gap between subscribers and donors.
This presentation was given by Anita Hansen of TRG Arts and Charlie Wade, consultant and former director of marketing, Atlanta Symphony at the 2013 Association of California Symphony Orchestras Conference.
Description:
Talk about a changing universe! What does the future hold if subscriptions are truly a thing of the past? Current thinking postulates that a long-term decline in audience commitment is inevitable. A meteoric shower of “one-time” promotions and discounts – crowdsourcing, Goldstar, Fill-A-Seat, Living Social – has captivated the general public and given us options for filling our venues. But is this solution sustainable? Let’s assess the situation and determine if belief in accepted prevailing societal trends will lead to an ever-downward spiral to obscurity. Identify the “hidden” and unique performance assets you already possess to cultivate patron loyalty and grow participation. Perhaps there’s a way to re-create a winning game with new awareness of how to play.
What happens when communities come together around data? As membership leaders consider how to best attract new visitors and members, information on how the wider community engages with arts and cultural organizations becomes particularly relevant. Learn how leaders in the membership field leverage shared data to find the highest-ROI prospects and how trading patron data makes the entire arts ecosystem stronger. Join experts from Jazz at Lincoln Center, MOHAI, and TRG Arts to discuss and discover the power of community data.
Patron Development: Preparing a path from first ticket to planned giftTRG Arts
A patron’s loyalty is built step-by-step with each interaction with your organization. TRG is a data-driven consulting firm that teaches arts and cultural professionals a patron-based approach to sustainable revenue and discussed patron segmentation strategies and proven practices for closing the gap between subscribers and donors.
This presentation was given by Anita Hansen of TRG Arts and Charlie Wade, consultant and former director of marketing, Atlanta Symphony at the 2013 Association of California Symphony Orchestras Conference.
Description:
Talk about a changing universe! What does the future hold if subscriptions are truly a thing of the past? Current thinking postulates that a long-term decline in audience commitment is inevitable. A meteoric shower of “one-time” promotions and discounts – crowdsourcing, Goldstar, Fill-A-Seat, Living Social – has captivated the general public and given us options for filling our venues. But is this solution sustainable? Let’s assess the situation and determine if belief in accepted prevailing societal trends will lead to an ever-downward spiral to obscurity. Identify the “hidden” and unique performance assets you already possess to cultivate patron loyalty and grow participation. Perhaps there’s a way to re-create a winning game with new awareness of how to play.
Thriving on Loyalty: Love the Ones You’re With!TRG Arts
Jill Robinson, President & CEO of TRG Arts, and Trish Kirk, Director of Marketing & Audience Development of the Guthrie Theater, made this presentation at the 2014 Theatre Communications Group Conference in San Diego.
What happens when data analysis shows that some things you’re doing really well are also impeding future success? If you’re the Guthrie Theater looking at TRG’s loyalty and root cause analysis, you galvanize your whole team around keeping patrons and growing their ongoing support. In this workshop, TRG’s President & CEO Jill Robinson shared the metrics and patron behavior findings that alerted Guthrie and informed change. Trish Kirk, Guthrie’s Director of Marketing & Audience Development, described choices, actions, and new practices Guthrie has undertaken. Learn from Guthrie's experience how putting patron loyalty first can help sustain your theater.
All in: Building patron loyalty through teamworkTRG Arts
Think audience development is marketing’s job? Think again. All departments play a critical role in retaining and cultivating patron relationships. In order to make a patron-centered business model work, all departments—including ticketing and patron services, artistic staff, development, and executive leaders—must align their objectives with that of patron loyalty.
In this session, presented at the 2016 Chamber Music America conference in New York City, both executives and staff members will reexamine how they lead and collaborate on initiatives that create lasting patron relationships. TRG's VP of Client Development Lindsay Anderson looked at how cross-departmental campaigns build loyalty, how a sales orientation in the patron services department can bolster marketing-development collaboration, and how artistic programming can also factor into loyalty-building.
Driving insight on the impact of internal comms through engagement survey dataCharityComms
Tim Walters, principal consultant, Agenda Consulting
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Our annual look on behalf of Fundraising Ireland at Irish citizens views on charities, donation behaviour and preferences, and the impact of different media. Sponsored by An Post.
What Fundraisers Can Do to Stop Falling Retention RatesPursuant
Many nonprofit organizations are losing donors faster than they’re gaining them. In fact, retention rates have decreased 11 percent over the past seven years.
In this webinar, Rachel Muir, Vice President of Fundraising at Pursuant, and Jay Love, Co-Founder and CEO of Bloomerang, explore the root causes of poor retention rates and offer strategies for improvement.
Want to understand the ROI of community? See what other companies are measuring and how often? Get a benchmark for where your community's measurement and value should be in this research report from CMX, sponsored by Influitive and Salesforce
What changes do you need to make for optimum organizational health? No FitBit required! In this session, presented at the 2017 AAM Annual Meeting and Convention, experts from the National Center for Arts Research and TRG Arts to examine ways to measure and improve organizational health. Using a new free tool, participants will have the opportunity to get individual organizational health scores, discuss what they mean and how they compare to their peers, determine which metrics are most applicable to their organization, and how to change their work to get results. Walk through a process of identifying marketing, attendance, virtual participation, expenses and earned revenue strategies and challenges, as well as examples of data-guided, sustainable change.
Speed Dating the Data Geeks: What you need to know about Nonprofit Analytic T...hjc
Speakers: Richard Becker, Blackbaud, John Blackwell, INtegral, Joe Churpek, Analytical Ones, John Ernst, Integral, Julie Wilson, Integral
With more nonprofits investing in advanced measurement technologies and analytics to drive their multi-channel fundraising programs, the need to understand what to measure, what to model and what to expect from an analytic partner is greater than ever. Join leaders from some of the nonprofit industry’s top analytic consulting firms for a candid panel discussion on how programs at every maturity level should approach analytics.
JF Gauthier, CEO of Startup Genome, on Global Startup Ecosystem Development. Presented at the Global Entrepreneurship Congress in Johannesburg, South Africa.
JF Gauthier (Startup Genome) - State of the NationStartupfest
What does it take for funders and startups to grow scaleups – and why should they? After years of in-depth research into the effectiveness of growth strategies, founder and investor mindsets, attitudes, knowledge and relationships, Startup Genome has been able to codify the factors that take startup ecosystems from good to great.
Thriving on Loyalty: Love the Ones You’re With!TRG Arts
Jill Robinson, President & CEO of TRG Arts, and Trish Kirk, Director of Marketing & Audience Development of the Guthrie Theater, made this presentation at the 2014 Theatre Communications Group Conference in San Diego.
What happens when data analysis shows that some things you’re doing really well are also impeding future success? If you’re the Guthrie Theater looking at TRG’s loyalty and root cause analysis, you galvanize your whole team around keeping patrons and growing their ongoing support. In this workshop, TRG’s President & CEO Jill Robinson shared the metrics and patron behavior findings that alerted Guthrie and informed change. Trish Kirk, Guthrie’s Director of Marketing & Audience Development, described choices, actions, and new practices Guthrie has undertaken. Learn from Guthrie's experience how putting patron loyalty first can help sustain your theater.
All in: Building patron loyalty through teamworkTRG Arts
Think audience development is marketing’s job? Think again. All departments play a critical role in retaining and cultivating patron relationships. In order to make a patron-centered business model work, all departments—including ticketing and patron services, artistic staff, development, and executive leaders—must align their objectives with that of patron loyalty.
In this session, presented at the 2016 Chamber Music America conference in New York City, both executives and staff members will reexamine how they lead and collaborate on initiatives that create lasting patron relationships. TRG's VP of Client Development Lindsay Anderson looked at how cross-departmental campaigns build loyalty, how a sales orientation in the patron services department can bolster marketing-development collaboration, and how artistic programming can also factor into loyalty-building.
Driving insight on the impact of internal comms through engagement survey dataCharityComms
Tim Walters, principal consultant, Agenda Consulting
Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk
Our annual look on behalf of Fundraising Ireland at Irish citizens views on charities, donation behaviour and preferences, and the impact of different media. Sponsored by An Post.
What Fundraisers Can Do to Stop Falling Retention RatesPursuant
Many nonprofit organizations are losing donors faster than they’re gaining them. In fact, retention rates have decreased 11 percent over the past seven years.
In this webinar, Rachel Muir, Vice President of Fundraising at Pursuant, and Jay Love, Co-Founder and CEO of Bloomerang, explore the root causes of poor retention rates and offer strategies for improvement.
Want to understand the ROI of community? See what other companies are measuring and how often? Get a benchmark for where your community's measurement and value should be in this research report from CMX, sponsored by Influitive and Salesforce
What changes do you need to make for optimum organizational health? No FitBit required! In this session, presented at the 2017 AAM Annual Meeting and Convention, experts from the National Center for Arts Research and TRG Arts to examine ways to measure and improve organizational health. Using a new free tool, participants will have the opportunity to get individual organizational health scores, discuss what they mean and how they compare to their peers, determine which metrics are most applicable to their organization, and how to change their work to get results. Walk through a process of identifying marketing, attendance, virtual participation, expenses and earned revenue strategies and challenges, as well as examples of data-guided, sustainable change.
Speed Dating the Data Geeks: What you need to know about Nonprofit Analytic T...hjc
Speakers: Richard Becker, Blackbaud, John Blackwell, INtegral, Joe Churpek, Analytical Ones, John Ernst, Integral, Julie Wilson, Integral
With more nonprofits investing in advanced measurement technologies and analytics to drive their multi-channel fundraising programs, the need to understand what to measure, what to model and what to expect from an analytic partner is greater than ever. Join leaders from some of the nonprofit industry’s top analytic consulting firms for a candid panel discussion on how programs at every maturity level should approach analytics.
JF Gauthier, CEO of Startup Genome, on Global Startup Ecosystem Development. Presented at the Global Entrepreneurship Congress in Johannesburg, South Africa.
JF Gauthier (Startup Genome) - State of the NationStartupfest
What does it take for funders and startups to grow scaleups – and why should they? After years of in-depth research into the effectiveness of growth strategies, founder and investor mindsets, attitudes, knowledge and relationships, Startup Genome has been able to codify the factors that take startup ecosystems from good to great.
The Halifax Index is a definitive look at Halifax's economic and community progress. It tells our city’s story – the strength of our economy, the health of our community, and the sustainability of our environment – and provides insights for actions that will strengthen and grow our city.
Fundraising Today and Tomorrow: The Next Generation of Giving - The Constitue...hjc
Ken Kuhler, Interactive Strategy Manager, Blackbaud, discussed how to apply next generation trend data to your multi-channel, multi-generational fundraising and engagement efforts including practical tools and techniques, and real-world case studies.
Presentation for the Nexus Conference on the Internet of Things and the Evolu...Lora Cecere
Presentation prepared for the Nexus conference on the Internet of Things and the factors that drive Technology Adoption. Focus on Big Data, Digital Supply Chains and Internet of Things.
SmashFly Transform: Why Metrics & Measurement Are Key to Building an Employer...SmashFly Technologies
John Qudeen, VP of Global Recruiting at Thomson Reuters, blew everyone away at SmashFly Transform with the maturity of his team's recruitment marketing metrics. John walks through how he segments and analyzes key data to make better decisions about spending and employer branding.
Membership Consultants, Inc. performs and annual Pulse of Membership survey of Membership Managers nationally. See the latest trends in membership topics such as direct mail, social media, renewal rates and aquisition trends.
This presentation is from Affiliate Summit West 2018 (January 7 - January 9, 2018 in Las Vegas).
Session description: Find out what CJ has discovered about affiliate’s true influence and impact on shopping behaviors. These findings are guaranteed to alter perceptions and incentivize increased affiliate budgets.
2014 Giving in Numbers: Highlights from CECP's Annual Reserach - November 201...VolunteerMatch
Giving in Numbers is the leading benchmark on corporate giving and socially motivated employee engagement programs. In this year’s report, CECP, in association with The Conference Board, collected data from a record 261 companies on their 2013 contributions and employee engagement programs. In the November Best Practice Network webinar, CECP’s Michael Stroik will discuss trends in giving in the four years since the recession; how giving stacks up against consumer and CEO confidence; what it takes to be among the top 25 percent of corporate givers; which types of employee engagement programs are expanding; and for the first time, how companies are measuring the social impact of their giving.
Similar to 2017 Key Metrics for Arts Organizations (20)
Dynamic Pricing is Not Enough: Webinar (April 2018) TRG Arts
Aimed at those in marketing, box office and senior leadership working in arts organisations, hear from TRG Arts’ Christina Hill and Stephen Skrypec, plus special guest Claire Murray, Interim Chief Executive Officer, Sheffield Theatres, and learn about our three-pronged strategy for pricing and demand management.
Copyright TRG Arts, April 2018
2018 Holiday Season Postmortem with Keri Mesropov TRG Arts
In this virtual discussion group, VP of Client Services, Keri Mesropov guides a panel of TRG Arts experts through Holiday Season sales trends across the United States, Canada, and United Kingdom. Holiday programming can make up 60% or more of ticket revenue annually, how are you optimizing this annual cash-cow? Keri and her team answer all of your questions so you can maximize your holiday sales this year.
Artistic Programming by the Numbers: A KC Rep Case StudyTRG Arts
One of the biggest challenges for theatre leaders lies in perfecting the balance between commercially popular and artistically ambitious plays. In 2014, Kansas City Repertory Theatre was at a crossroads with programming choices, finding it difficult to grow new audiences and cultivate their current loyal supporters. The artistic and executive director decided to do something quite radical: quantify the impact of programming on audience development. Some of the questions they asked were: Which genres grow new audiences? Which deepen current loyalty? Which plays encourage and discourage repeat attendance? Does venue impact audience behavior? How are factors like per-ticket spend impacted?
Learn what the data said about different artistic genres and the types of audiences it attracted, how KC Rep used the data as inspiration for their new Creative Future Fund, and the results they’ve seen in the following three years in audience and revenue numbers. This presentation was made at the 2017 Theatre Communications Group Conference.
Data Skills: What you and your staff need to know in 2017TRG Arts
You’ve got a CRM system. You’ve got reports galore. But how can you use data to affect change at your theatre? DataArts has partnered with field experts to create a new series of free online courses teaching essential data skills for arts leaders. In this session, TRG Arts will present a brief preview from Connecting the Dots: Audience Data Essentials, a course they co-created with DataArts. Attendees will leave the session with 4 basic metrics to track at their own theatre, plus ideas about how these courses can serve as a valuable resource for their own learning, or as a professional development tool for their staff.
This session was presented at the 2017 Theatre Communications Group Conference by TRG Arts and DataArts.
TRG's David Brownlee presented new data on touring productions at the 2017 UK Theatre Touring Symposium. David's research (based on 2016 data) illuminates trends in ticket income from touring and non-touring productions over several years.
One major takeaway of the study was that touring accounts for the majority of tickets sold and income at UK Theatre venues, driven by musicals at big venues.
Seven theatres. 10 seasons of data. One community. Learn what this study reveals about theatre patrons and their buying and giving habits. The importance of audience development and retention shines through, in light of data analysis on how Washington, D.C. theatres are attracting and holding on to patrons. Zoom in on trends in patronage in this community, including new theatre-goers and patrons who attend multiple theatres. Learn about the clusters of patrons in this community who look demographically or transactionally similar. Unlock the secrets of audience behavior that may point to trends in your own community.
Christmas in July: Turn up the heat on the holidaysTRG Arts
Forget about Independence Day. Start thinking about Black Friday.
If not, you could be missing out on your biggest opportunity of next season.
The holiday season starts NOW for arts managers. Don’t let the heat of summer lull you into thinking holiday shows sell themselves—there’s a lot to do. It’s time to dust off and refresh your marketing plan for The Nutcracker, A Christmas Carol, your holiday concert, or whatever hot ticket event you have this December.
In this free one-hour webinar you’ll hear from arts marketers like you who have maximized their holiday programming and gone on to break revenue records. Just when these arts administrators thought their perennial programming couldn’t garner any more, new highs were reached. These experts as well as the consultants from TRG will share the newest best practices for turning up the heat on the holidays.
You’ll learn:
- What, when, and how often: how to optimize campaign timing and frequency, and content strategies for an event that’s repeated annually
- Why a good marketing campaign is nothing without a pricing strategy that allows revenue goals to be met--or exceeded. We’ll explore how the two work together for high-demand programming.
- The importance of realistic budgeting and revenue projections as well as the basics of matching revenue expectations to historical data
My audiences, your audiences: Developing theatre patrons as a communityTRG Arts
Seven theatres. 10 seasons of data. One community. Learn what this study, completed in January 2015, reveals about theatre patrons in one community and their buying and giving habits. The importance of audience development and retention shines through, in light of data analysis on how Washington, D.C. theatres are attracting and holding on to patrons. Zoom in on trends in patronage in this community, including new theatre-goers and patrons who attend multiple theatres. Learn about the clusters of patrons in this community who look demographically or transactionally similar. Unlock the secrets of audience behavior that may point to trends in your own community.
In this session, you’ll learn:
• The benefits of a community wide market research campaign.
• The actions this community is taking as a result of the research findings.
• The role of audience development initiatives in strengthening loyalty and attendance patterns.
TRG Webinar: All in: Developing patron loyalty across departmentsTRG Arts
It’s easy to think of audience development or patron loyalty cultivation as a job for the marketing department. The fact is, all the departments in an organization must align around patrons in order to make a patron-centered business model work.
Seat o-nomics: demand-based pricing strategies for chamber music organizationsTRG Arts
What motivates someone to attend a concert? And, more, importantly, what drives them to attend again and again? Arts managers (and patrons themselves) often cite price as the main and biggest incentive for arts attendance. Certainly price plays a major role in a customer’s decision-making process.
But pricing doesn’t mean anything unless it’s attached to value. It’s a two-sided equation, with price on one side and demand—how much a patron wants the experience—on the other.
Luckily, you have tools that can sweeten the value proposition for your audiences. Ticketing inventory, historical data, discounting, and the choice and timing of programming can help you incentivize audiences to engage with you again and again.
This session was presented at the 2016 Chamber Music America Conference in New York City. TRG's VP of Client Development Lindsay Anderson discussed:
- Strategies to attract audiences to low, middle, and high-demand concerts
- How to incentivize loyalty based on demand for programming
- When and how to approach discounting and dynamic pricing
Developing audiences through data (Desarrollar audiencias a partir de los datos)TRG Arts
As public subsidies for the arts change, organizations must rely on people—their audiences and patrons—to provide the revenue to sustain them long-term. How can organizations build a new business model that both serves audiences and relies on them for revenue? The first step is to see what the data says about building these patron relationships.
In this keynote, presented at the 2015 Conferencia de Marketing de las Artes in Madrid and Barcelona, Jill Robinson of the arts consulting firm TRG Arts offered data-inspired lessons on how organizations can monetize patron relationships. These relationships drive the revenue that allows the entire organization to thrive, instead of merely surviving. Jill also discussed data collection and privacy concerns, and how to create incentives for genuine connection between patrons and organization. You’ll learn how pricing and demand, patron loyalty, database management, and artistic programming each impact patron-generated revenue, and how they can be integrated into an organization-wide culture to drive revenue. When marketers leverage this integrated model, they can make the most of their marketing budget, and start cultivating audiences for a sustainable future. This presentation discussed these specific questions:
1. Why does loyalty matter? How can higher ROI on each patron build sustainable arts organizations?
2. Not all patrons are created equal. How can we right-size our marketing investments in different groups of patrons?
3. Does the type of programming that a patron attends determine future ROI?
Pricing Drives Revenue at New Wolsey TheatreTRG Arts
“Our patrons won’t pay that…”
“Everyone wants to sit in this section…”
Our assumptions about what our audiences will and won’t want or do can stop us from pricing to optimize revenue for our organizations. But we don’t really know until we look at the data. Ignoring what patron data tells us about pricing can lead arts organizations to leave money on the table—money that could be sustaining their mission.
At The New Wolsey Theatre in the U.K., small changes to pricing strategy resulted in big revenue increases. In just nine months, the company reported a 31% increase in box office gross—without selling more tickets. In this webinar, New Wolsey’s Head of Sales and Marketing Stephen Skrypec and TRG’s VP of Client Development Lindsay Anderson shared how the theatre updated daily practices and challenged prior assumptions about audiences, leading to their success. We examined how arts organizations, whether in the U.S., U.K., or elsewhere, can use pricing to drive patron behavior and revenue.
Better Together: Loyalty, Collaboration, and Community in PhiladelphiaTRG Arts
You may know the buying and donating patterns of your own audience. But do you know how they engage with the other arts organizations in your community? And does that mean you’re in competition with them or have opportunities to collaborate?
Seventeen arts and cultural institutions in the Philadelphia area set out to find the answers to those very questions. The study they commissioned investigated the buying and donating behavior of nearly 1 million arts audience and visitor households over seven years, with interesting findings about community engagement and audience loyalty. Researchers profiled how loyal patrons were to each individual organization and tracked patterns of loyalty across the community.
Join the research team from the Greater Philadelphia Cultural Alliance and TRG Arts in this hour-long, free webinar. You’ll learn:
- The most relevant findings from this ground-breaking study
- How patrons at different levels of loyalty invested in the Philadelphia arts community at large
Why data shows that collaboration and cooperation between organizations strengthens community-wide arts audiences
- How your own audience may be behaving based on the behavior patterns found in this study
- What your organization can do to create and keep loyal supporters
"Loyalty takes time." That was the key point that Jill Robinson, President & CEO of TRG Arts, put forth in a discussion of young donors at the 2015 Opera America Conference in Washington, DC. The panel's premise was that, with opera audiences growing older, companies must focus their attention on new generations of support. While development departments may have mastered the appeal to traditionalists and baby boomers, Gen Xers and millennials are looking for something else. Attendees at this standing-room only session learned what the data says about these patrons, what matters to next gen donors, and how opera companies can engage them.
The panel was moderated by Erin Sammis, Director of Major Gifts at Opera Philadelphia. Jill was joined on the panel by Yuming Chiu, associate brand manager, Johnson & Johnson; Mary Galeti, executive director and vice-chair, Tecovas Foundation; and Kim Parker, director of social trends research, Pew Research Center.
Chaos, Order, and Innovation: Planning to ImproviseTRG Arts
Do you thrive on structure and planning? Or relish the more spontaneous aspects of your work? These opposing principles were the focus of a session entitled "Chaos, Order, and Innovation" at the 2015 Colorado Creative Industries Summit in Fort Collins, CO. Being a successful arts entrepreneur means balancing a dedication to strategic planning with a matched excitement for improvising and deviating from traditional structure. Amelia Northrup-Simpson of TRG Arts and Laura Kakolewski of Americans for the Arts led a workshop session exploring what it means to live with some ratio of order-to-chaos in our work, how we react to complexity and ambiguity, and how improvisation and iteration can lead to innovation.
The death of the subscription has been greatly exaggeratedTRG Arts
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
Would you like season tickets with that? The Art of the UpgradeTRG Arts
For cultural institutions, the box office is not just the place where ticket orders are passively taken. It plays an active role in growing revenue by developing loyalty. Every time a patron logs in, calls, or visits to buy a ticket, the opportunity exists for them to upgrade and deepen their relationship with the organization. With the right training, the box office can become experts on how to cultivate patron relationships and keep audiences coming back for more.
TRG President & CEO Jill Robinson presented this session at the 2015 InTix conference in Denver with Jeremy Scott of Seattle Repertory Theatre and Molly Riddle Wink of Denver Art Museum.
Time to Change? Pricing, Deals, and StrategyTRG Arts
Pricing strategies can have great impact on deals and revenue for both agents and presenters. In the middle of this mix is the audience and their behavior that either creates demand for your performances, or leaves you with a lot of empty seats. Pricing and audience guru Jill Robinson of TRG Arts, Jackie Knobbe of APA Agency, Jeremy Ganter of Mondavi Center, UC Davis, and Joan Squires of Omaha Performing Arts discussed the ins and outs of maximizing revenue and developing audiences through pricing and scaling in this session, presented at the 2015 APAP conference in New York City.
Diversifying the Portfolio: Creating Holistic Campaigns in a Brave New World TRG Arts
With the rise of Google Analytics, conversion pixels, and referral codes, there are more tools than ever for tracking the results of your organization’s marketing campaigns. Yet even with hard evidence that digital efforts produce results, is it really time to shut the door on established methods such as direct mail, print/display advertising, and grassroots marketing? Can leaning too far in either direction impair one’s ability to capture a “middle ground”?
This session, presented at the 2014 National Arts Marketing Project Conference, examined case studies of campaigns that successfully integrated old and new school marketing and campaign measurement via an integrated, “holistic” approach. The panelists tackled questions such as: how do specific demographics and audiences respond to different types of messaging? What is the value of “eyes-only” impressions vs. conversions that result in hard-and fast (and trackable) revenue?
Presenters: Eric Winick of JCC Manhattan, Amelia Northrup-Simpson of TRG Arts, Molly Riddle Wink of Denver Art Museum, Khady Kamara of Arena Stage
Explore our comprehensive data analysis project presentation on predicting product ad campaign performance. Learn how data-driven insights can optimize your marketing strategies and enhance campaign effectiveness. Perfect for professionals and students looking to understand the power of data analysis in advertising. for more details visit: https://bostoninstituteofanalytics.org/data-science-and-artificial-intelligence/
Data Centers - Striving Within A Narrow Range - Research Report - MCG - May 2...pchutichetpong
M Capital Group (“MCG”) expects to see demand and the changing evolution of supply, facilitated through institutional investment rotation out of offices and into work from home (“WFH”), while the ever-expanding need for data storage as global internet usage expands, with experts predicting 5.3 billion users by 2023. These market factors will be underpinned by technological changes, such as progressing cloud services and edge sites, allowing the industry to see strong expected annual growth of 13% over the next 4 years.
Whilst competitive headwinds remain, represented through the recent second bankruptcy filing of Sungard, which blames “COVID-19 and other macroeconomic trends including delayed customer spending decisions, insourcing and reductions in IT spending, energy inflation and reduction in demand for certain services”, the industry has seen key adjustments, where MCG believes that engineering cost management and technological innovation will be paramount to success.
MCG reports that the more favorable market conditions expected over the next few years, helped by the winding down of pandemic restrictions and a hybrid working environment will be driving market momentum forward. The continuous injection of capital by alternative investment firms, as well as the growing infrastructural investment from cloud service providers and social media companies, whose revenues are expected to grow over 3.6x larger by value in 2026, will likely help propel center provision and innovation. These factors paint a promising picture for the industry players that offset rising input costs and adapt to new technologies.
According to M Capital Group: “Specifically, the long-term cost-saving opportunities available from the rise of remote managing will likely aid value growth for the industry. Through margin optimization and further availability of capital for reinvestment, strong players will maintain their competitive foothold, while weaker players exit the market to balance supply and demand.”
Chatty Kathy - UNC Bootcamp Final Project Presentation - Final Version - 5.23...John Andrews
SlideShare Description for "Chatty Kathy - UNC Bootcamp Final Project Presentation"
Title: Chatty Kathy: Enhancing Physical Activity Among Older Adults
Description:
Discover how Chatty Kathy, an innovative project developed at the UNC Bootcamp, aims to tackle the challenge of low physical activity among older adults. Our AI-driven solution uses peer interaction to boost and sustain exercise levels, significantly improving health outcomes. This presentation covers our problem statement, the rationale behind Chatty Kathy, synthetic data and persona creation, model performance metrics, a visual demonstration of the project, and potential future developments. Join us for an insightful Q&A session to explore the potential of this groundbreaking project.
Project Team: Jay Requarth, Jana Avery, John Andrews, Dr. Dick Davis II, Nee Buntoum, Nam Yeongjin & Mat Nicholas
Opendatabay - Open Data Marketplace.pptxOpendatabay
Opendatabay.com unlocks the power of data for everyone. Open Data Marketplace fosters a collaborative hub for data enthusiasts to explore, share, and contribute to a vast collection of datasets.
First ever open hub for data enthusiasts to collaborate and innovate. A platform to explore, share, and contribute to a vast collection of datasets. Through robust quality control and innovative technologies like blockchain verification, opendatabay ensures the authenticity and reliability of datasets, empowering users to make data-driven decisions with confidence. Leverage cutting-edge AI technologies to enhance the data exploration, analysis, and discovery experience.
From intelligent search and recommendations to automated data productisation and quotation, Opendatabay AI-driven features streamline the data workflow. Finding the data you need shouldn't be a complex. Opendatabay simplifies the data acquisition process with an intuitive interface and robust search tools. Effortlessly explore, discover, and access the data you need, allowing you to focus on extracting valuable insights. Opendatabay breaks new ground with a dedicated, AI-generated, synthetic datasets.
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3. Who We Are
Experienced Team
1. Colorado and London-based
40 team members
2. 22 years, four countries
US, Canada, Australia, United Kingdom
3. More than 1,000 arts/cultural clients
Scalable products for sustainable patron
growth and revenues
5. What’s More Important?
Acquisition vs. Retention
Acquisition
40%
Retention
12%
Unclear
20%
Other
28%
2017 NAMP Sessions
Categorized Unscientifically by TRG Arts
6. Key Metrics Study
2012-2016
• TRG Art Analytics Group
130 Arts & Culture Organizations
• Multiple Genres: Opera, Orchestra, Performing
Arts Centers, Theatre, Choral, Dance, Festivals
• Five years of verified, complete data
16,963,146 transactions across Single Tickets,
Subscription, Flex, Donors and Education
7. Key Metrics Study
Definitions
• New-to-File
Patrons who first appeared in the dataset after
the 2012 season
• Existing
A patron with at least one transaction in 2012,
the first year of the study
• Attrition
Patrons who exited the dataset during the study
(Last transaction in or before 2014)
33. Key Metrics Study
Take-Aways
• Growth requires both retention & acquisition
Stop the revolving door & find new patrons
• Track and set goals on loyalty, not just revenue
It’s not enough to fill the seats—are they filled
with return buyers? Leverage loyalists to fund
more challenging work.
• Empower/hold your team accountable
Build loyalty into your operational practice
TRG Arts is a consulting firm dedicated to the arts and entertainment field. We use data to develop strategies that help clients achieve results. TRG Arts was founded in 1995 by our late founder, Rick Lester. Our firm has grown over two decades on pioneering strategies focused on patrons and ways to develop pricing and loyalty that today have achieved results for our clients.
We are based in Colorado Springs, Colorado with 30 team members, each skilled in providing guidance and solutions that are patron-based for sustainable loyalty of patrons and sustainable revenue from those patrons. At TRG, we use the word “patron” for any PERSON engaged with an organization—visitors, ticket buyers, members, donors, event attendee) So know that when you hear us say “patron”, know that I mean any PERSON engaged with any type of arts and entertainment organization—visual or performing arts; seated event or general admission. CLICK
Our role as marketer's. In 2017…we’re pressure to expand our patron base—and more than ever that expansion is geared toward diversity…seeking a young, diverse and NEW audience. In spreading the word amongst a more diverse pool and with competing media sources, our limited marketing dollars have to go further than ever before. All this with growth in mind.
TRG’s runs an Analysis Group comprised of 130 organizations within the TRG database representing eight genres of performing art and cultural organizations, each having at least 5 years of donor, single ticket, and subscription data.
The eight genres are: opera, orchestra, performing arts centers, theaters, choral, dance, festival, and instrumental. The Analysis Group is a carefully considered and statistically evaluated group of organizations.
We are constantly looking at this data set and learning from what it tells us and comparing our clients data against the analysis group. And here’s the good news that research illuminates. You’re doing a good job! In the five-year period from 2009 to 2013, arts organizations across all genres enjoyed 59 new audience members out of every 100 single ticket buyers. Comparatively, from 2012 to 2016, 66 out of every 100 single ticket buyers were new. Your marketing is working! You’re attracting more new audience members.
Yet, as new audiences grow, so does attrition. In the study period starting nine years ago, we lost 63% of the new single ticket buyers. Comparatively, in the study period starting six years ago we lost 75% of the new single ticket buyers.
We’ve talked about this for a long time? Is it groundbreaking? We’re concerned this could be on the rise. We’re doing such a great job of attracting new audiences all time BUT we under-retain. We’re so focused on getting new audiences in that they forget that they need to keep them once they’ve got them. When you’re trying to build a sustainable organisation which relies on engaged, fanatical audiences, this is really bad news. You’re going to end up spending all kinds of time and energy filling and re-filling a leaky bucket. When you start focusing on loyalty and retention, you can begin to focus on patching up the holes instead.
How can we as arts marketers make this research actionable? Let’s look at a case study by the New Wolsey Theatre—one of TRG’s clients in the UK.
In 2014-15 nearly 5,000 households made their first visit. Perfectly aligned with the cross-genre research, 75% of the New Wolsey new-to-file single ticket buyers didn’t return again that season or in the following year…
The team at New Wolsey knew they had to change their mindset. Growth was no longer measured solely by the amount of new audience members, but also by turning those new audience members into repeat ticket buyers—thus lowering attrition rates.
How did New Wolsey orient their whole team around loyalty – specifically to start on this one big task – to plug the leaky bucket? They integrated the planning process and the departmental empowerment…the key word here being integration.
They created a loyalty pack…
Moves plan – what types of NTF patrons are there…and what is the ‘and’ for every customer…
Always take the perspective of the patron…we equipped them with the tools…
The trained and oriented their whole team around best practice… using data to make informed decisions
Look at this guy on the right—what emotion do you see in his face? Isn’t it evident that he feels empowered as an ambassador for the arts as he welcomes people to the performance? Marketers—WE make a difference! In person and behind the scenes.
(click) Also seen here, New Wolsey is following up with new to file single ticket buyers—reminding them of their great experience at the performance and asking them back soon. It’s critical we talk to our patrons like we know them, because we do! In 2017 we have the most advance CRMs/databases ever—let’s use those systems to our advantage to provide personal touches!
So what are the results for New Wolsey’s efforts to integrate process and departments, with a new loyalty-oriented mindset?
Within a two year period, they moved new-to-file single ticket buyer attrition rates from 75% to 63%.
(click) That’s 12 patrons out of every 100 that are returning!