Minimize Attrition + Maximize Exposure = More Subscribers.
I will talk later about minimizing attrition, so today I will talk about maximizing your exposure in front of prime target audiences. If you are in a community with a lot of transient populations (i.e. a large military population), then you will want to focus on new movers. Every time a subscriber moves out of the area, you will lose a subscription (naturally). But every time a person moves into your community, there is an opportunity to gain another subscriber. Are you reaching that new target audience? what are you offering them?
To compensate for the loss of subscription income due to relocations, Virginia Stage Company aggressively targets new movers. We send an information packet about Virginia Stage Company, including a coupon for two free tickets, a season brochure, press clippings and a DVD to each new mover in the area that fits our demographic profile. When looking for new subscribers, I look at individuals who have a certain amount of disposable income primarily. However, I also like to target married couples without children, women (primary purchasers) and individuals who have purchased from direct mail in the past twelve years. I learned at a recent conference that the best determining factor on whether or not someone will purchase theater tickets from a direct mail piece is not income, education or marital status (as once thought), but in fact it is their purchase history from direct mail items such as catalogs. If a person has purchased from a catalog in the past twelve months, they are much more likely to respond to your direct mail campaign. Just food for thought.
Create a welcome to the neighborhood packet and send them to every new neighbor that meets your criteria. This way you can mitigate the damages suffered from losing subscribers to relocation.
On a personal note...
I wanted to share that I have accepted a new position as the Director of Print and Multimedia Communications at the Americans for the Arts in Washington, D.C. My last day as the Director of Communications at Virginia Stage Company will be Friday, October 27. I am also very lucky to be going out with a bang! Virginia Stage Company's current production of CROWNS has become the Company's fourth best selling show in its 28 year history. Leaving Virginia Stage Company is bitter sweet. It is a great organization, and I have had an amazing time there. However, I am ready for the next challenge...
Have Video. Will Share.
So you have bought that new video camera, and you have figured out how to download your digital video clips onto the desktop of your computer. Now you are wondering how you can post your video on your website and share it with the world. You Tube to the rescue. When I was looking at posting video on VSC's blog for the first time several months ago, I knew that I needed someone to host the video. I had to get the video online quickly, and I didn't have time to bother our web designer. So necessity is the mother of invention. I found You Tube online, and it is quick and painless. All you have to do is visit www.youtube.com. Set up a free acount, and then you are able to upload your video (to a maximum of 100 mb). You Tube then processes your video, posts it to their website, and gives you the html code to post it to your website. You can even email the link out in your e-newsletters. It is easy. It cost no money. It shares your video with millions of people. It is truly a no brainer.
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