BUILDING AUDIENCE FREQUENCY AND LOYALITY
BUILDING AUDIENCE FREQUENCY AND LOYALITY

Summary/Abstract: The biggest challenge performing arts organizations have faced in recent years in terms of earned revenue sources is the shrinking of their subscriber base while many ticket buyers transition to single ticket purchase. Since the turn of this century, people have become more spontaneous in choosing their entertainment options and are less likely to commit a year in advance to specific dates or to an entire series of performances. This situation has strained arts marketers, who must work much harder to maintain and grow ticket sales levels by offering smaller packages and by promoting subscriptions and single tickets in compelling ways. An important marketing task is creating access for the customer to the product. Success may well lie in the details: offering a performance at a convenient time, offering welcome alternatives to subscription plans, encouraging ticket exchanges when needed and extended payment plans, offering group sales, and more. In this paper, I will explore a variety of ways arts marketers can build frequency and loyalty among their current and potential audiences.

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