“The Steve Jobs of classical music” (Observer) | Author: Run It Like A Business (2024) | TEDx speaker | Host: The Offstage Mic podcast | Follow 🔔 for the business of arts and culture.
Remember Starbucks Treat Receipts? (Circa 2008?) All they wanted us to do was repeat the same behavior: you bought a coffee and snack in the morning, so come back and buy a coffee and snack in the afternoon. At orchestras, operas, theaters, museums, and ballet companies, we ask people to do all kinds of different behavior. You bought single tickets, so are you ready for your season ticket package? You gave once, so are you ready to upgrade? And let's invite you to the gala. Repeat the same behavior — buy a coffee and a snack, come back again to another performance or exhibit. This is called Behavioral Repetition, and it's how to help consumers develop a habit. #sales #fundraising #strategy
I lived on treat receipts. The Bucks a block from the hall knew our Artistic/Ops staff’s names and orders 😬 Maybe there is a partnership to be had with Starbucks and administrative staff….what does that business/side hussle look like?! 😂
The “marriage proposal after the first date” business model. A personal favorite.
Yes! I went once to the opera at the Met (when I was visiting NYC) and was then in a never-ending cycle of being asked by them for donations. After one visit! They should have focused on getting me to come a second time.
Stephanie Aviles was just talking about this the other day too!
Marketing I Producer I Arts Management professional
6moYes! Be persistent, but consistent and incremental. People can't go from one impulse ticket purchase to bequeathing their life savings to an arts organisation in one movement. Audience development is a courtship, a journey; some may never be more than a single purchase buyer, but if you take it slow and remind them how awesome the experience was the first time, you've more chance of developing them into repeat buyers and more, than if you turn them off with outrageous or incessant demands.