MeaningMatters

At this time of year, most performing arts organizations are sending out their 2007-08 Season Brochures. Invariably, we wait for the incoming mail (or check our web reports) to see how many people have responded and see how many have ‘churned-out.’ We then wondered why people decided to not to renew. However, we’re now realizing that some might have mistakenly thrown out the brochure with all the junk mail we receive, put it into a ‘to do’ pile and forgotten to retrieve it, or haven’t had the time to read through the multi-page brochure, talk about it with their spouse/partner, fill out the form, and push submit. This might be described as ‘customer failure’ http://sloanreview.mit.edu/smr/issue/2005/fall/05/

The smart marketing team (led by Marketing Director Sara Billmann) from the University Musical Society at the University of Michigan just sent an email to subscribers saying:

“Be on the lookout for the 07/08 UMS Season Brochure! The 07/08 Series Brochure is at the printer now, and you'll get it as soon as it rolls off the presses. Renewal packets with subscription forms and the brochure will be mailed to all current subscribers in early May, and brochures will be mailed shortly thereafter to other UMS ticket buyers. Renewing subscribers and donors have priority for ordering subscriptions until Friday, May 11.”

They even included a jpg of the Brochure cover so that people would recognize in their mail box. I wonder how it would be if we called people before that May 11 deadline and reminded them of their priority, possibly even taking a ticket order over the phone. Wouldn’t it be great if our favorite restaurant called me in January to let me know that they would soon be fully booked for Valentine’s Day and wanted to make certain they’d saved a place for us.

A 2005 study by Creative New Zealand - http://www.creativenz.govt.nz/files/resources/arts-survey-06.pdf - told us that the lack of time was one of the biggest impediments to participating in the arts. It’s likely this includes the time to fill out an order form and mail it back. I wonder what results we’d get if we sent out a completed order form – based on what people bought the last 3 seasons. They can either write the check and mail it in or they can make changes then send it back. This would be much like the holiday gift catalogues who send me last year’s recipients, what I sent them and the price of sending the same thing again to the same people. I take off the neighbor who’s moved away, add the new neighbor, sign the form and write check.

Let me know what you think of these ideas and if you’ve tried anything similar.