In past years, we ran a Cyber Monday membership sale. Because of what we’ve been talking about in these meetings, we decided to run a membership special throughout September and October instead of just focusing on Cyber Monday. We had a 4.2% response rate with 27% member renewals during this period at an 18% cost. This is excellent for us; we are thrilled with the results.
CHILDREN’S MUSEUM OF ATLANTA
We expanded our Fast Pass to online purchases (reaching a broader audience) and our sales have dramatically expanded.
ART STATION
We instituted “pay what you can” nights for evenings that had traditionally been slow ticket sale nights. These have been tremendously successful, and on one recent evening, we “sold” every seat. We’ve also captured all of the names and information of these donors so that we can follow up with them. We are optimistic about these new patrons.
High Museum of Art
What are some of the things you've done this last season?
- We've been focusing on families with free admission on the 2nd Sunday of each month. The audience is larger and there is more data, but no one is tracking their return attendance, or if they become members. We need a marketing plan specifically for this audience.
- We want to try an "art box' program for the families that attend on second Sundays, where they will get incentivized with additional art supplies when they return on days that are not the Second Sunday - to encourage repeat visits.
Keywords
- Free admission, Conversion from free to paid, marketing plan
- Incentivizing
Georgia Symphony
What have you heard today that you need to try to do in your organization?
- The importance of creating and sharing an experience.
What are some of the things you've done this last season?
- We created a VIP experience for the GSO Dads Concert. It was an $11 add-on to raise the price from $29 to $30. VIP only reception afterwards to meet the musicians, and prime preserved seats. Sold 28 additionaltickets and had to add a row.
Keywords
- Backstage access, VIP, Increase ticket price
Theatrical Outfit
Obstacles
- being disciplined, patron experience, subscriptions