Ask Me Anything Question
"We are trying to be better about segmenting our marketing communications, but are struggling. What are a few tips for novices like us?"
Steven Roth’s Answer
We're so glad that more and more conversations are happening around this idea of segmentation. Gone are the days when we sent out an email blast or brochure to half of our database—segmenting allows us to cater our messaging while trimming marketing budget. But what is the next step?
In addition to identifying groups of patrons by what they have seen, consider how you can measure their buying behavior. If you have the Segmentation Engine, you'll find a few of these in your dashboard:
- When does a patron buy his/her ticket in relation to a performance?
- How much does he/she usually pay?
- How many times a year does he/she visit your venues?
Just remember, always cross-reference your lists and suppress the crossover. There's no quicker way to make a patron feel like a dollar sign than for him/her to get conflicting campaigns!
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JCA Arts Marketing collaborates with cultural organizations to increase revenue, boost attendance and membership, and grow patron loyalty. We provide consulting and software services to hundreds of cultural institutions across multiple genres, including dance, museums, opera, performing arts centers, symphony, and theatre. We can help you achieve your marketing goals.