I just received the typical marketing email from an arts center. It had all the upcoming events on one email, and it will take time to sift through it to find what I would like out of this extensive list.
It has already been proven, a consumer psychology fact, that too many choices lead a person to likely choose nothing. The time and consideration it takes will have people give up or at least putting it aside for another moment (if there is one).
What if the arts center had figured out, from the events I have purchased in the past, over the past few years, the best choices for me and sent me this specifically catered to me list? I am willing to bet that one, it would save me a great deal of time, and two, due to this thoughtfulness, I am more likely to purchase sooner and more often.
Segmentation takes a bit of time to set up, but once it is implemented, you will enjoy increases in happy and loyal audience members, which of course butters your bread too.
Take time to make it easy for your audiences to purchase, otherwise the time it takes them might weigh them down toward not purchasing anything at all.
Cheers to happy and loyal audiences,
Chief Audience Builder, Audience Development Specialists
Get to Know Your Audiences Kit for Performing Arts
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