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When examining the demographics of an active arts patron, one characteristic consistently rises to the top. Education level. Active symphony goers, theater ticket buyers, dance patrons, and fine arts lovers may have ages and occupations which place them from young professional to retirees, but what they do to have in common is that they are college graduates and beyond. Surveys from major music and performing arts organizations generally show more than half the subscriber base with post-graduate degrees and professional occupations. Those who are retired had the same kinds of careers as those still working. Along with the demographic, comes an important and very useful psychographic: an active and avid interest in reading. How is this useful? Subscription campaigns depend predominantly on direct mail and e-mail for success. Most subscribers take the time to read the messages they are sent to determine whether or not they want to renew or subscribe anew. What the marketer learns is that it is the written message, not the pictures, which entices a response or not. Take two identical subscription campaigns, and compare the results between an expensive brochure and a well-written letter, and I guarantee you the letter will win. Examples: A small Midwestern symphony orchestra was late getting its brochure finished. Facing a huge deadline to start renewals, the organization decided to send a letter with all event dates and prices, plus details of each concert. There were no graphics, no four-color glossy paper. Not the visual niceties its subscribers were used to. The letter began simply and truthfully. 'As a loyal subscriber, we are sending you advanced information about our season, even before our brochure is ready for the general public...' The renewal orders came in after subscribers received this letter. Not only were they as high as in previous years, but they came in faster. As a result, renewing patrons no longer get the season brochure until after they have renewed. A much larger orchestra had heard about this and wanted to determine how much the brochure actually benefited the results of a mailing. A test was set up. One group of subscriber prospects received a mailing with a letter and support brochure. Another group received only a letter with concert program and dates. The result was consistent with the small orchestra. The letter alone brought in higher results. And, it was obviously more cost effective because it was less expensive to produce. Old habits die hard. But with rising postal costs and e-mail not yet ready to take over, direct mail has to improve or subscriber bases will continue to decline. Here is a solution. You only need to try it.
Copyright © 2005 Stephen Belth |
Advice Home Business Technology Online Advertising Motivational Internet Marketing SEO Help Online Games Science Articles Happiness More Articles:1. Reasons Why People Usually Don't Buy Again By Catherine Franz There are many psychological reasons why people will buy from the first time and why they do not buy from you again. There are books on many of these reasons. Many of these reasons are totally out of your control.But what about the ones that you are in control of?What about the legit reasons that you or your staff cause?Here are the ten top reasons why people do not buy a second time around.1. Follow up after the sale was poor perceived quality… 2. Marketing Options For Cleaning Companies – Part One By David Andrew Smith Cleaning companies have a variety of marketing methods open to them for gaining new clients.· Telesales · Yellow pages advertising · Thompson’s Local Directory · Mailing lists · Leaflet drops · Newspaper advertising · Journal advertising · Direct selling · Internet advertisingIn my own experience cold calling on companies has not met with any success. Most companies who want cleaning carried out already have cleaners in place and they will only… 3. Creating Customer Value By R.G. Srinivasan The purpose of business is to create and retain a customer.Much has been written about customer orientation, customer relationship management (CRM), Customer Lifetime Value (CLV) metrics, Customer Centric organization models, customer retention, customer care…add any high sounding word with ‘customer’ preceding or succeeding that word and you have a new model, a new theory. Headline hitting books, celebrity author seminars and training till an… 4. Do I Need an RSS Feed? By S. Housley RSS has been around for more than 10 years but has only recently become popular. RSS provides headlines and summaries of information in a concise and standardized way.Benefits for Publishers1.) Avoid Spam FiltersStatisticians estimate that 70% of the email transferred each day is spam (unsolicited email). With that statistic, even opt-in users risk losing valuable messages in the cesspool of spam. RSS feeds effectively nullify spam as an issue.… |