CRM and the Performing Arts - A Report on Hart House Theatre

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Information about CRM and the Performing Arts - A Report on Hart House Theatre
Marketing

Published on February 18, 2014

Author: SpencerMacEachern

Source: slideshare.net

Description

A presentation delivered to Hart House's governing body of the audience development initiatives I led during the 2013/2014 season at Hart House Theatre

Audience Development Initiatives (2013/2014 Season) CRM and the Use of Database Marketing at Hart House Theatre Delivered to Hart House Board of Stewards - February 13, 2014 Created by Spencer MacEachern - Audience Outreach Coordinator, Hart House Theatre Monday, February 17, 14 1

CRM is... “A series of strategies and processes that create new and mutual value for individual customers, builds preference for their organizations and improves business results over a lifetime of association with their customers” - Ian Gordon, Ivey Business Journal http://iveybusinessjournal.com/topics/strategy/crm-is-a-strategy-not-a-tactic#.UwKjyF6j07A Monday, February 17, 14 2

CRM can... “...allow companies to respond efficiently, and at times instantly, to shifting customer desires, thereby bolstering revenues and retention while reducing marketing costs.” Harvard Business Review http://hbr.org/2004/11/crm-done-right/ar/1 Monday, February 17, 14 3

Sources of Hart House Theatre’s Customer Data • Email Lists • Nightly House Counts • Survey Responses • Our Box-Office Database Monday, February 17, 14 4

Sources of Hart House Theatre’s Customer Data • Email Lists • Nightly House Counts • Survey Responses • Our Box-Office Database The cleaning, selection and transformation of our raw box-office data into a usable format was a considerable project undertaken by UofTix between Sept-Dec, 2013 Monday, February 17, 14 5

Database Project 10 Years of Subscriber History Monday, February 17, 14 6

Database Project 10 Years of Subscriber History Over 850 individual subscribers Monday, February 17, 14 7

Database Project 10 Years of Subscriber History Over 850 individual subscribers 3,000 plus subscriptions sold Monday, February 17, 14 8

What Can We Do with our Data? 1. Measure Marketing Efforts 2. Build Relationships 3. Focus our Outreach Monday, February 17, 14 9

What Can We Do with our Data? 1. Measure Marketing Efforts 2. Build Relationships 3. Focus our Outreach Although our box-office software lacks the ability to perform complex analysis a simple excel sheet tracking subscriber history (with measurements of purchase frequency, recency and monetary value) offers significant insight into our audience base and the success/failure of our marketing efforts. Monday, February 17, 14 10

Both Total Subscribers and New Subscribers are Increasing 300 250 200 Total Subcribers 150 Total New Subscribers 100 50 0 2005 Monday, February 17, 14 2006 2007 2008 2009 2010 2011 2012 2013 2014 11

Each Subscriber is Becoming More Valuable $160.00 $140.00 $120.00 $100.00 $80.00 Average Subscriber Value $60.00 $40.00 $20.00 $0.00 2004 2005 2006 2007 2008 2009 Monday, February 17, 14 2010 2011 2012 2013 2014 12

Each Subscriber is Becoming More Valuable $160.00 $140.00 $120.00 $100.00 $80.00 Average Subscriber Value $60.00 $40.00 $20.00 $0.00 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 The Customer Lifetime Value (CLV) over 3-years period is $225 Monday, February 17, 14 13

We Are Getting Better at Retaining Subscribers 100.0% 80.0% 68.0% 66.2% 62.8% 64.7% 60.0% 59.0% 48.4% 48.1% 40.0% 44.8% 43.1% Retention Rate Industry Average 33.8% 20.0% 0.0% 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Monday, February 17, 14 14

We Are Getting Better at Retaining Subscribers 100.0% A 5% increase in retention 80.0% 68.0% 66.2% 62.8% 64.7% 60.0% 59.0% 48.4% 48.1% 40.0% 44.8% 43.1% Retention Rate Industry Average 33.8% 20.0% 0.0% 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Monday, February 17, 14 15

We Are Getting Better at Retaining Subscribers 100.0% 80.0% 68.0% 66.2% 62.8% 64.7% 60.0% 59.0% 48.4% 48.1% 40.0% 44.8% 43.1% Retention Rate Industry Average 33.8% 20.0% Increases subscriber revenue by 8% in one year and 17% in two 0.0% 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Monday, February 17, 14 16

This is What Our Subcriber Base Looks Like 4% 44% 52% Monday, February 17, 14 Retained New Reacquired 17

What Can We Do with our Data? 1. Measure Marketing Efforts 2. Build Relationships 3. Community Outreach Monday, February 17, 14 18

Post-Show Email Project Responses to Post-Show Emails Bone Cage Twelfth Night The Wedding Singer 100% Using our box-office database we can send dynamic personalized emails to our patrons immediately after they attend a performance 80% 60% 40% 20% 0% Rate Experience (Percent Favorable) Would you Recommend (Yes/No)? Monday, February 17, 14 Interest in Extra Events 19

Post-Show Email Project Responses to Post-Show Emails Bone Cage Twelfth Night The Wedding Singer 100% 80% 60% 40% This allows us to conduct surveys and send promotional offers/ special content. 20% The information collected also enables Hart House Theatre to create targeted campaigns for future shows based on email responses. 0% Rate Experience (Percent Favorable) Would you Recommend (Yes/No)? Monday, February 17, 14 Interest in Extra Events 20

Subscriber Reacquisition Project The Strategy Identify High Value Former Subscribers Monday, February 17, 14 21

Subscriber Reacquisition Project The Strategy And Offer Them a Free Night at the Theatre Monday, February 17, 14 22

Some Responses “We would love to have tickets for the Wedding Singer... we have some other UofT alumni who want to join us so there will be 6 of us altogether. Is it easier for me to phone in to give you my credit card details for the other attendees?” “In addition to the complementary tickets, my wife and I have been contemplating for on getting a subscription for this year as well, although never got around it due to time restrictions, and its a great thing you brought this up. Is there any way we could also sign up for this year subscription?” Monday, February 17, 14 23

Some Responses 25% of those contacted made purchases within a month of the offer “We would love to have tickets for the Wedding Singer... we have some other UofT alumni who want to join us so there will be 6 of us altogether. Is it easier for me to phone in to give you my credit card details for the other attendees?” “In addition to the complementary tickets, my wife and I have been contemplating for on getting a subscription for this year as well, although never got around it due to time restrictions, and its a great thing you brought this up. Is there any way we could also sign up for this year subscription?” Monday, February 17, 14 24

Some Responses “We would love to have tickets for the Wedding Singer... we have some other UofT alumni who want to join us so there will be 6 of us altogether. Is it easier for me to phone in to give you my credit card details for the other attendees?” “In addition to the complementary tickets, my wife and I have been contemplating for on getting a subscription for this year as well, although never got around it due to time restrictions, and its a great thing you brought this up. Is there any way we could also sign up for this year subscription?” However our biggest hope is that we can leverage these reestablished relationships into subscriptions next season. Monday, February 17, 14 25

What Can We Do with our Data? 1. Measure Marketing Efforts 2. Build Relationships 3. Community Outreach Monday, February 17, 14 26

Question: How Do We Engage Students with the Theatre? Monday, February 17, 14 27

Question: How Do We Engage Students with the Theatre? Go Where the Students Are: On Campus and Online Monday, February 17, 14 28

Twelfth Night Promotion at Sidney Smith With our volunteer marketing team we set up a booth at Sidney Smith where we gave away prizes, sold specially priced student tickets and informed students about the work at the theatre. Monday, February 17, 14 29

Twelfth Night Promotion at Sidney Smith We leveraged our relationship with partners like Yelp to give away unique prizes. Monday, February 17, 14 30

Twelfth Night Promotion at Sidney Smith Developed over 100 personal contacts with students and drove awareness of student ticket prices and volunteer opportunities at the theatre. Monday, February 17, 14 31

Wedding Singer Photo-Booth Contest Monday, February 17, 14 32

Wedding Singer Photo-Booth Contest For our winter musical, The Wedding Singer, we upped the ante with a tie-in photo-contest. We built a custom photo-booth invited students to take their best “wedding” photo, and offered prizes to the photos that received the most likes on Facebook. Monday, February 17, 14 33

Wedding Singer Photo-Booth Contest The photo-album was the theatre’s highest reaching FB post for the whole season seen by 1,300 unique visitors. https://www.facebook.com/media/set/?set=a. 585532808192839.1073741833.113093908770067&type=1 Monday, February 17, 14 34

Other Applications of Customer Data 1. Segment audiences based on past preferences and behaviour to tailor future communications. 2. Identify lapsed subscribers to target for personal outreach initiatives. 3. Survey audiences to test the viability of new programming initiatives. 4. Celebrate customer milestones and loyalty. Monday, February 17, 14 35

Thank you for your Time Monday, February 17, 14 36

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