Here’s the data* – we all know it:
- Somewhere between 60% and 80% of single ticket buyers never return.
- Multi-buyers (including subscribers) can account for over 50% of all ticket income and more than 80% of all donation income, yet comprise around 25% of all patrons
- Churn numbers can exceed 80% for single ticket buyers, 20+% for subscribers, and around 50% overall
These numbers cause marketing directors to age prematurely. Says one: “I’ve been a marketing director for a dozen years. There must be something I can do to increase the number of attenders. I hate standing still. There must be something we can do to slowly increase the numbers. Growth is very slow. We have a high renewal rate for some packages, but I’d like it to be higher. The biggest challenge lies in one-time single ticket buyers. There are so many each season. Surely there is something we can do with them. How can we identify/entice move more single ticket buyers into more frequent attendance and towards subscription?” Read the rest of this entry »