Audience Retention Presented by Chad M. Bauman, Director of Communications Arena Stage or the grass...
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Transcript of Audience Retention Presented by Chad M. Bauman, Director of Communications Arena Stage or the grass...
Audience Retention
Presented by
Chad M. Bauman, Director of Communications
Arena Stage
or the grass isn’t always greener, so love the one you’re with
Oliver Wyman StudyOliver Wyman collaborated with 9 of the most prominent US orchestras to grow their audience and reduce churn
The Senior Marketing Professionals of 9 prominent US Orchestras asked Oliver Wyman to assist in understanding the barriers to and motivators of repeat visitation, identify ways to stimulate repurchase, increase frequency, and reduce churn
Oliver Wyman undertook this effort on a pro bono basis given its fit with their institutional DNA of customer-led, fact-based growth strategy
Oliver Wyman Study Findings
Orchestras do a great job at bringing new people into the halls but have difficulty retaining them.
In 2006, orchestras reported tickets purchased by 21,218 unique households. The next year, they reported tickets purchased by 21,703 unique households.
However, 55% of unique households from 2006 didn’t return, and the orchestras attracted 57% additional new unique households in 2007 to make up for the loss.
A 2005 study conducted by Katy Raines of DixonRaines Ltd. showed that on average, performing arts organizations in the United Kingdom lose on average 60% of their audiences each year (about 5% more than the Oliver Wyman Study results).
Frequency and tenure are the two most important factors in churn.
86% of audiences who went to a single concert didn’t come back. If they went to 2-4 concerts, the churn rate reduced to 50%.
85% of audiences who have attended the orchestra for a single year didn’t come back. If they attended for two years, the churn rate reduced to 53%.
Churn: 63%
Churn: 36%
Churn: 35%Churn: 90%
Churn: 72%
Un-converted trialists
Special occasions
Non-committed
Snackers
High potentials
Churn: 10%
Core audience
1
2-3
4+
1 2-4 5-10 11+
Frequency
Unconverted trialists: 1st timers who attend one concert and don’t come back
Special occasions: Customers who attend only one concert per year, but might attend for multiple years
Non-committed: People who attend a couple of concerts per year but still churn at high rates
Snackers: A subscriber who consistently attends smaller concert packages and is very loyal in attending concerts for many years
High potentials: Will attend a lot of concerts and are likely to purchase a subscription but not yet long term converts
Core audience: Almost all are subscribers, will attend numerous concerts every year for many years
Oliver Wyman Study Findings
Long Term ValueOliver Wyman Study
Donations1
Ticket sales
Average of 4 orchestras
5YRevenue
5y value for one average household, by cluster
$0
$1,000
$2,000
$3,000
$4,000
$5,000
$6,000
$148$51$199
Unconvertedtrialists
$305 $577$262 $268
$845$566
Specialoccasions
Non-committed
$1,100 $1,517$1,041 $962
$2,480$2,141
Snackers Highpotentials
$2,366
$2,530
$4,896
Coreaudience
Katy Raines Study
The Entire ExperienceProduct
Core Products
Enrichment Activities
Place
Auditorium
Parking
Restaurant
Bathrooms
Customer Service
Box Office
House Management
Public Transportation/Safety
Directions
Bar/Concessions
Information/Education
Ushers
Parking Attendants
HVAC
It starts when customers purchase a ticket and concludes only when they get home after a performance.
First Time Attendees
Welcome Kits Come Back Offers Barriers to Attendance
Welcome Note from Artistic Director
Complimentary Drink Coupon
Autographed Poster
Remember to date a little before you get married
Goal: increase attendance by giving an offer that gets new attendees to come a second time
A/B Test Offer Messages
A/B Test Delivery Methods: Direct Mail, E-Mail, Robo-Calls
Pre-Attendance E-mails & Information to include:
Information on the Performance/Artists
Directions
Parking
Restaurants
Public Transportation
Frequently Asked Questions
Increasing Customer Loyalty
CRM: Viewing the Complete Customer
Loyalty Programs
Subscriber Recognition Gifts
Invites to Special Events
Case Studies from Arena Stage
Groundbreaking Announcement & Crystal City Move
The Three Slaps Say “Yes” to Customer Service
PURLs & Signage
For more information
Chad M. BaumanDirector of CommunicationsArena [email protected]
Arts Marketing Blog: www.arts-marketing.blogspot.com