All Posts in Segmentation

The Importance of having a CRM Strategy

November 1, 2017 - Comments Off on The Importance of having a CRM Strategy

With the continuing reduction and uncertainty in arts funding, most arts organisations have to achieve more with less. We all have to work harder to prove that what we are doing is effective so having a Customer Relationship Management (CRM) strategy in place is becoming ever more urgent.

CRM isn’t about selling, it’s about marketing. It helps you build and maintain long-term relationships, through discovering how your audiences want to interact with you, and actively meeting their stated and unstated wants and needs.

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Why is having a CRM Strategy important?

November 7, 2014 - Comments Off on Why is having a CRM Strategy important?

Having a Customer Relationship Management (CRM) strategy in place is becoming ever more urgent. With the continuing reduction and uncertainty in arts funding, most arts organisations have to achieve more with less . We all have to work harder to prove that what we are doing is effective.

CRM isn’t about selling, it’s about marketing. It helps you build and maintain long-term relationships, through discovering how your audiences want to interact with you, and actively meeting their stated and unstated wants and needs. Read more

How to Activate Infrequent Attenders

June 3, 2014 - Comments Off on How to Activate Infrequent Attenders

Typically, half the attenders on a database only attend once a year.  Research shows that they generally get the brochure and the mailings but that these don’t persuade them to book. They tend only to book for major shows or ones they already know they’ll like.

TelePrompt is a free information service to activate infrequent attenders.  Patrons are telephone periodically and given a menu of shows (and brief information about each) about which they can order more information.  The information sent is written to be more persuasive. Read more

On the Road to Strategic CRM: Balanced Database

February 12, 2014 - Comments Off on On the Road to Strategic CRM: Balanced Database

Now the dust has begun to settle on arts funding and organisations are grappling with having to achieve more with less and prove what they’re doing is effective, it becomes ever more urgent to get a Customer Relationship Strategy in place.

As part of my CRM quest I’m working with Warwick based database marketing company Purple Seven to deliver their cutting edge Balanced Database programme.  Simply put it’s an intensive training programme that gets you software, training and marketing support and aims to increase ticket revenue, reduce wasted marketing spend and improve mailing response rates.  And the best bit is you get your money back if that doesn’t happen!

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