Greater Philadelphia Cultural Alliance

Building Audience Commitment and Loyalty - Dec. 20

Building Audience Commitment and Loyalty
with special guest Joanne Scheff Bernstein

As competition increases for leisure time activities and people's life styles become more spontaneous, building audience commitment and loyalty becomes a greater challenge for performing arts organizations and museums. During this half-day workshop, you’ll learn how to strengthen a subscription/membership campaign and realize the lifetime value of subscribers/members with strategies for retaining current patrons and for re-attracting lapsed patrons. We’ll also discuss how to leverage people's spontaneous lifestyles by effectively and efficiently building single ticket sales. We will focus on how to design, package and sell market-oriented alternatives to traditional subscriptions and memberships that build audience commitment and loyalty and we will consider the differences between marketing museums and performing arts.

During this workshop, we will also consider consumer behavior factors of both current and potential audiences. Understanding these issues is key to developing strategies for building audience commitment and loyalty.

Who Should Attend?
Marketing, Membership, Development, Executive Directors, Managing Directors, and anyone working on patron loyalty initiatives will benefit from this workshop. To help with team based attendance, this workshop is $30 for the first person / $15 for each additional person from an organization for Cultural Alliance Members and $60 for the first person / $30 for each additional person from an organization for Non Members. Limit of four people per organization. Breakfast and Lunch is included.

 BONUS: the first 20 organizations who register and attend this workshop will receive a free copy of Arts Marketing Insights: The Dynamics of Building and Retaining Performing Arts Audiences by Joanne Scheff Bernstein.

Joanne Scheff Bernstein is an educator, consultant, speaker and author in the field of arts and culture management and marketing. As a marketing and strategic planning consultant, Ms. Scheff Bernstein has worked with diverse non-profit arts organizations including theaters, dance companies, operas, symphonies, chamber music groups, presenting organizations, and museums.

Joanne Scheff Bernstein authored Arts Marketing Insights: The Dynamics of Building and Retaining Performing Arts Audiences, published by Jossey-Bass/Wiley in 2007. She also co-authored a comprehensive text with Professor Philip Kotler entitled Standing Room Only: Strategies for Marketing the Performing Arts, published in January, 1997 by the Harvard Business School Press.

Bernstein is an adjunct professor of Arts Management in the Business Institutions program at Northwestern University. She taught Arts Management at the Kellogg Graduate School of Management for eight years, was a visiting professor at Bocconi University in Milan, and a visiting professor at the Helsinki School of Economics. Joanne Scheff Bernstein is a graduate with distinction from the Kellogg Graduate School of Management at Northwestern University and is a member of the Beta Gamma Sigma Honor Society in business.

Workshops are supported by The Wallace Foundation and The Philadelphia Foundation and are a program of the Cultural Alliance’s research and marketing initiative, Engage 2020. Engage 2020 is sponsored by a lead grant from The Pew Charitable Trusts, with additional support from The Wallace Foundation and The Philadelphia Foundationn.

As competition increases for leisure time activities and people's life styles become more spontaneous, building audience commitment and loyalty becomes a greater challenge for performing arts organizations and museums. We will focus on how to design, package and sell market-oriented alternatives to traditional subscriptions and memberships that build audience commitment and loyalty and we will consider the differences between marketing museums and performing arts.