1 / 34

PACC Marketing Conference Charlotte , NC June 21, 2012

PACC Marketing Conference Charlotte , NC June 21, 2012. So you think you know your Audience? Presented by Will Lester, VP . National Census of Arts and Culture. D. D. D. D. D. D. 25,000,000. Patron Households. 60,000,000. Patron Behaviors . Assumption Free Management.

jared
Download Presentation

PACC Marketing Conference Charlotte , NC June 21, 2012

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. PACC Marketing ConferenceCharlotte, NC June 21, 2012 So you think you know your Audience? Presented by Will Lester, VP

  2. National Census of Arts and Culture D D D D D D

  3. 25,000,000 Patron Households 60,000,000 Patron Behaviors Assumption Free Management

  4. Patron demographics

  5. Art Patrons by Generation Current Situation • Average Age: 54 • Highly dependent on the Baby Boomer and Traditionalist Populations • Donor Studies conducted by TRG show that as much as 91% of organizational revenue from these groups • Big opportunity on the horizon with Gen Y U.S. Population Traditionalist 16% Arts Patrons Gen Y 32% Baby Boomers 32% Gen X 21%

  6. Art Patrons by Generation Implications • Gen X is ⅓ Smaller than Baby Boomer • Challenge of younger generations • Less Arts Education • Tough Sell • Break through the “Noise” U.S. Population Traditionalist 16% Arts Patrons Gen Y 32% Baby Boomers 32% Gen X 21%

  7. Income & Education

  8. Family Status

  9. Audience Ethnicity • 85% of Arts Census Audiences are Caucasian • Top 5 Most Diverse Arts Populations by Market: • Los Angeles (all groups) • Houston (Hispanic) • D.C. (African American) • San Francisco (Asian) • Atlanta (African American)

  10. Patron Behaviors

  11. Market Penetration & Audience Crossover • Market penetration ranges from 20% to 50% • Some municipalities much higher: • LA County 40% • Orange County 50% • City of Santa Monica 75%

  12. Patron Origination - Definitions

  13. Patron Origination 2010/11 Season Stats 50% of households “Returned” ¼ of households tried something new More than 1 Million households bought their first ticket EVER during FY11

  14. New Audience Churn

  15. The State of Patron Relationships 10-15% 85-90%

  16. Retain Audiences

  17. 6% Attend Multiple Organizations

  18. Single Org Buyers: 50% Churn Overall

  19. Multi Org Buyers: 15% Churn Overall

  20. Reactivate Audiences

  21. 5th Avenue Theater – Patron Loyalty 180 Names in Database Avg. Value: $4k - $40K ea. 11% of Revenue 8% of Database Avg. Value: $527 ea. 43% of Revenue 92% of Database Avg. Value: $48 ea. 45% of Revenue

  22. 5th Avenue • Discovered through Loyalty work that Subscribers who add a donation have much higher renewal rates: 11% - 22% higher • Bigger Subscription = Bigger Gift • Benefits to trigger higher subscription committment • Super Subscriber Program • First Gift Campaign

  23. The 5th – Exploring “The 180” • Customer #104 • Subscriber since ’96 • 7-Play subscriber (4 seats) • $1,000 Donor • Sees each show 15-20x through $20 See-it-Again program • Total Value: $31,014 • Customer #31 • $1,000 Donor • Gala Purchases of $40,000 • Total Value: $90,205 • Customer #17 • $10,000 Donor • Customer #5 • $1,500 Donor • Coordinates a group of friends who buy $55,000/year in subscriptions

  24. Direct Mail in Multi Channel Communications • It is more TRUSTED • It still WORKS, sometimes better than you realize… • REACH those you can’t otherwise talk to

  25. Epsilon Study “2011 Channel Preference Study, through economic turmoil, technology advances and channel proliferation, direct mail continues to deliver as consumers' preferred means of receiving marketing messages from brands.” • 75% of consumers say they get more email than they can read • 50% of consumers prefer direct mail to email • 26% of all U.S. consumers said they found direct mail to most “trustworthy” medium • Increase from prior studies • Extends to the 18-34 year old demographic.

  26. Direct Mail - Lift • Commercial Entertainment Client “X” • 30% off Fall Performances • 100,000 pieces – Targeted Past Buyers, Rentals, Prospects • Cost $50,000 • Redemption: $450,000 • 9-1 Return…Happy Client

  27. Direct Mail – LiftThe REAL Story

  28. Reach New Audiences

  29. Thank You www.trgarts.com www.blogspot.trgarts.com

  30. Generations in America • Sources: • Bridging the Generation Gap by Linda Gravett and Robin Throckmorton. • The communications and human resource consulting work of Anne Loehr (www.anneloehr.com) • The Next Generation of American Giving, by VinayBhagat | Founder and Chief Strategy Officer, Convio, Pam Loeb | Principal, Edge Research, and Mark Rovner | Founder and Principal, Sea Change Strategies, March 2010.

More Related