The Evolution of a Patron From First Date to Long Term Relationship
ELIZABETH SANTANA | OCTOBER 2016
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Barry’s Story « Deepen relationships
« Recognize touch points
« Focus on the right next step
« It’s SIMPLE!
WHAT MAKES A GREAT CUSTOMER EXPERIENCE?
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It’s time to get personal!
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THE AMAZON EFFECT According to a BloomReach research report,*
87% of respondents said that when retailers
personalize, they are influenced to buy more.
*BloomReach 2016
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Evolution of Patron
NEW SINGLE TICKET BUYER
REPEAT TICKET BUYER
MULTI TICKET BUYER
SUBSCRIBER MEMBER
DONOR
INVESTOR AND/OR BOARD
MEMBER
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New Single Ticket Buyer “The First Date” « Data collection is key
– “Can I get your digits?”
« Maker an extra effort to make newcomers feel welcome
« Ask them back
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Repeat Ticket Buyer “Second Date” « 76% of audiences who
attend in any one year, do not return in the very next year*
« Give them an incentive to return
« Encourage multiple visits
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Multi Ticket Buyer “It’s Getting Serious” « Encourage upgrades
« Give them taste of subscriber benefits
« Time to pop the question – “Will you subscribe/become a
member?”
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Subscriber/Member “We’re Engaged!”
« Keep the romance alive with special benefits
« Give them a taste of donorship
« Make a personalized ask
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Donor “Married Life” « Donors have higher
expectations.
« Thank them quickly and often.
« Provide special access opportunities – Donor benefits with deeper
engagement at higher levels of giving
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Advocate/Investor “The Golden Anniversary”
« Recognize and delight your most loyal patrons
« Ask them to join the family
« Cultivate legacy giving
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LOYALTY IS CRITICAL TO SUBSTAINABILITY
According to a 2014 Patron Loyalty Study,*
Less than 3% of patrons generated over
62% of patron revenue
*Study produced by the Greater Philadelphia Cultural Alliance and TRG Arts
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Are you providing the
romance your attendees
need to stay passionate
about your organization?
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Primary Keys to Success « Cross-Department Collaboration
– Align goals – Staff meetings – Incentives
« Data! Data! Data! – One source of truth – Know who your patrons are – Measure loyalty
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Tools « Patron Tags (formerly groups)
« Email marketing
« Tip Jar Donations
« Patron Manager
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Audience Experience =
The Sum of all the Points of Contact
What are your touch points?
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Loyalty Strategy
Target Group Goal Touchpoint Measurement
New single ticket buyers
Get them back for a
second date
Send personalized email from the Artistic
Director with offer code
Check e-mail open rate; # of ticket
buyers that use offer code
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Resources « TRG Arts - The Results Group for the Arts (TRG Arts) is a consulting
firm that teaches arts and cultural professionals a patron-based approach to sustainable revenue.
« Matt Lehrman - Audiences Everywhere
« Thefifthwall.com - Breaking the Fifth Wall: Rethinking Arts Marketing for the 21st Century
« Arts Reach - The Association Of Arts Management, Marketing & Development Professionals
« The Wallace Foundation - Building Audiences for the Arts
THANKS! ELIZABETH SANTANA
DEVELOPMENT DIRECTOR, PALO ALTO PLAYERS
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