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Tate Membership by Martin Barden
- 13. 1 2 3 4 5 6 7 8 Outcome: the eight segments Likelihood to lapse HIGH LOW
- 20. Retention rate before and after
Editor's Notes
- 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