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| Author: | Petr, C. |
| Title: | Why occasional theatregoers in France do not become subscribers |
| Journal: | International Journal of Arts Management
2007 : WINTER, VOL. 9:2, p. 51-61 |
| Index terms: | arts commitment loyalty profitability |
| Language: | eng |
| Abstract: | This paper investigates why it is so difficult to convince occasional arts attendees to become subscribers. Three factors are found to explain the reluctance: the minimal number of shows required, the constraints imposed by the subscription formula, and commitment to another performing arts institution. The authors suggest a transition to a different pricing strategy, direct-marketing and geomarketing techniques, and differentiated loyalty programs designed for occasional audiences. |
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