Subscriptions and Season Announcements
April 2024
This article is related to a recently completed custom research project conducted on behalf of an ABA member. Our research team is always delighted to speak with members about tailoring research projects to your organization. To learn more or submit a custom research request, simply contact your member advisor or email us at info@advisoryarts.com.
How do organizations segment their season announcement messages and campaigns, and what kinds of messages are used to position subscription offers and promote upcoming events and offers?
These questions, from a performing arts organization in the ABA membership, led to a two-part research study, including an initial survey to benchmark subscriptions and prices across 15 organizations, followed by an in-depth qualitative study comprising interviews with 11 arts and cultural organizations.
Findings from the research include:
Season announcements are focused on two core member segments: most organizations prioritize sending their initial season announcement messages to their members first, with differentiated messaging for full-season/fixed seat subscribers and other more flexible pass holders.
Limited push-back around price increases: across our interviews, few organizations noted significant member push-back on price increases, suggesting audiences are less sense price sensitive than expected.
Special events can complement announcement messages: on top of core announcement campaigns, there are opportunities to develop special events in collaboration with Development and Artistic teams to further promote season performances and subscription packages.
Adopting a task force model can support both artistic planning and marketing campaigns: connecting artistic teams with marketing staff earlier in the season planning phase can offset increased challenges with extended planning cycles and delayed program confirmations.
The full report is available to ABA members by clicking below.
