Management and marketing consulting firm AMS Planning & Research has a new on-line newsletter with knowledge nuggets mined from their work in the arts. Of particular interest in this article on the subtleties of single ticket and subscription buyers.
The common wisdom about the two groups has been that single-ticket buyers value flexibility over all…willing to lose the best seat and the best price to keep their schedules clear. But, AMS has discovered that even subscribers value flexibility, although defined slightly differently:
Single ticket buyers we interviewed preferred a high level of flexibility — in terms of both what they bought and when they bought it. But subscribers also sought flexibility — to better incorporate performance events into their busy and unpredictable schedules while still availing themselves of the benefits of a subscription.
Many multi-ticket buyers use the subscription to make placeholders for arts experiences in their schedules. For these folks, the exchange policy of the arts organization becomes a key element of their final purchase decision.
Perhaps it’s not revelatory, but it’s a useful bit of nuance in the marketing and support of subscribers. And, heaven knows, that advance commitment and cash is worth a little extra attention.
An idea that is long overdue, place a premium on the price of the recycled single ticket, place a large premium if it is a sold out event to defer the cost of the extra attention.
This is a little message to “Vincent Scorza”. I am a friend from long, long ago, of the Vincent Scorza who lived in Yonkers, New York and had a brother Carl. Perhaps you are the same Vincent, or his son. If this gets through to either of you, please shoot me a mail to” stephaniej1013@yahoo.com…..as it would be rather remarkable to connect again, after all these years.
I now live in the San Francisco Bay Area…..
Thanks,
Stephanie