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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. Easy Marketing Methods with Letters, Post Cards, Referrals and Testimonials By Jeffrey Dobkin Easy Direct Marketing Methods for Insurance AgenciesThis Month: Strategies for Letters, Post Cards, Newsletters, Testimonials, Referrals.Selling insurance is tough: too many agents selling too few clients, and ouch - trying to show value when all you are selling is a piece of paper that no one really thinks he needs… until it’s too late. But you knew all that. Here’s how to get more business and keep the customers you have.Send a “Thank yo… 2. Sound Marketing Advice: Be Careful Not To “We” All Over Yourself By Ron Abbott Building a small business from initial concept to successful money making machine is a daunting challenge. One of the most difficult tasks an entrepreneur faces is finding and keeping loyal customers. Most of their time and money is spent on trying to convert the prospects who have the power to make or break the business.Without these prospects becoming valuable customers, it’s extremely difficult to keep the bills paid and the doors open. Thi… 3. Take My Commitment (to Your Biz) Quiz! By Debbie LaChusa Starting and managing a successful small business takes time, energy, money and a HUGE commitment. But the payoff can also be HUGE, in terms of personal accomplishment, satisfaction, happiness, and M0NEY! So just how committed are you?Here's 10 questions to help you find out:(1) Have you taken the time to create a business plan?A business plan ensures you have a well-thought-out plan for your business. It doesn't have to be a big, formal docu… 4. Trade Show Display Booth – A Marvelous Contact System By Patty Stripes Trade show booths are one of the best direct contact systems with end consumers. The face to face meeting opportunity with customers can provide some excellent results…provided you have a good communication strategy in place. Keep in mind that there are at least a hundred other advertisers at the same trade show vying for the attention of the consumer, you have a small window to make an impression on the persons mind. Here are some tried and te… |