Cultural Marketing: Recruitment Recruitment Recruitment
Posted: Tue Dec 17, 2024 5:34 am
There are also plenty of intermediate forms to mention, where membership and subscription essentially coincide. I think a good example is the gym. You pay a fixed monthly amount to use the facilities and are in that respect a subscriber. At the same time, you can feel connected to like-minded sports enthusiasts, which means that the connection also becomes a membership.
In other words, subscriptions and memberships can be close cousins. For the rest of this article, I will use the concepts interchangeably. Paid memberships and emotionally charged subscriptions are both excellent ways to generate recurring revenue streams.
Win-win
It is no coincidence that many organizations are charmed by paid subscriptions. For starters, it is nice for an organization to know that a fixed amount of income is credited to the bank account every month. This makes the financial planning of a company a lot easier and less risky.
Marketing efficiency can also be greatly improved if the focus is no longer on one-off transactions, but on establishing long-term customer relationships. After all, acquisition costs are no longer fragmented over numerous separate recruitment campaigns, but are focused on bringing in the right customer once.
The subscription model also offers a win-win situation from the customer's perspective . The strongest evidence for this is of course the fact that the aforementioned companies have been highly successful in recruiting and retaining customers. This success has not only been achieved through clever marketing campaigns. The subscription or membership model actually offers the customer a real advantage.
Sometimes these are financial benefits (for example new zealand telegram data free shipping for Amazon Prime members), sometimes convenience (such as cooking recipes and ingredients delivered to your home by HelloFresh) and often also a feeling of 'connection'. A good example of the latter is the Nike Adventure Club . Nike offers subscriptions for children's shoes and builds a strong emotional bond with the target group. Undoubtedly in the hope that the Adventure Club members of today will become the Nike community of tomorrow. In this example, the concepts of membership and subscription come together in a strong way.
Back to the cultural sector. Theaters, pop stages, concert halls, cinemas, museums and other institutions strive without exception to find a large and diverse audience. This requires a continuous effort in promoting individual offerings, such as an exhibition or a theater concert. And that effort is almost never sufficient.
Also read: Communication in the cultural sector: new ideas, new strategies
For anyone who has ever worked in a cultural institution, this is a familiar image: the general manager storming into the marketing department in a panic and demanding that more 'promotion' be done, given the disappointing ticket sales. More advertising, more outdoor advertising and (especially) more e-mails should save the event, is the idea.
In other words, subscriptions and memberships can be close cousins. For the rest of this article, I will use the concepts interchangeably. Paid memberships and emotionally charged subscriptions are both excellent ways to generate recurring revenue streams.
Win-win
It is no coincidence that many organizations are charmed by paid subscriptions. For starters, it is nice for an organization to know that a fixed amount of income is credited to the bank account every month. This makes the financial planning of a company a lot easier and less risky.
Marketing efficiency can also be greatly improved if the focus is no longer on one-off transactions, but on establishing long-term customer relationships. After all, acquisition costs are no longer fragmented over numerous separate recruitment campaigns, but are focused on bringing in the right customer once.
The subscription model also offers a win-win situation from the customer's perspective . The strongest evidence for this is of course the fact that the aforementioned companies have been highly successful in recruiting and retaining customers. This success has not only been achieved through clever marketing campaigns. The subscription or membership model actually offers the customer a real advantage.
Sometimes these are financial benefits (for example new zealand telegram data free shipping for Amazon Prime members), sometimes convenience (such as cooking recipes and ingredients delivered to your home by HelloFresh) and often also a feeling of 'connection'. A good example of the latter is the Nike Adventure Club . Nike offers subscriptions for children's shoes and builds a strong emotional bond with the target group. Undoubtedly in the hope that the Adventure Club members of today will become the Nike community of tomorrow. In this example, the concepts of membership and subscription come together in a strong way.
Back to the cultural sector. Theaters, pop stages, concert halls, cinemas, museums and other institutions strive without exception to find a large and diverse audience. This requires a continuous effort in promoting individual offerings, such as an exhibition or a theater concert. And that effort is almost never sufficient.
Also read: Communication in the cultural sector: new ideas, new strategies
For anyone who has ever worked in a cultural institution, this is a familiar image: the general manager storming into the marketing department in a panic and demanding that more 'promotion' be done, given the disappointing ticket sales. More advertising, more outdoor advertising and (especially) more e-mails should save the event, is the idea.