Churn
From 2009 Conference (Chicago)
- Churn Revisited – Is Anyone Making Butter Yet?
Last
year at the League Conference in Denver a unique project involving nine
major orchestras, in association with the international management
consulting firm Oliver Wyman, presented research on the audience
phenomenon known as Churn. The study confirmed that while orchestras
are very successful in attracting large numbers of newcomers, they are
not effectively converting them to long-term customers and supporters.
The Churn study identified various ways in which orchestras could
improve retention of first-time attenders. One year later orchestras of
varying sizes are beginning to take the findings and adapt them to
their own products and markets.
Presentors:
Jack McAuliffe, President, Engaged Audiences LLC; Kevin Giglinto, Vice
President for marketing & Sales, Chicago Symphony Orchestra;
Crystal Lohman Director of Patron Services and Marketing; Moderator:
Russell Jones, Vice President for Marketing and Membership Development,
League of American Orchestras
Download the PowerPoint presentation from Conference:
Churn Revisited (PPT)
- Audience Growth, it’s not just good marketing!
A presentation of the key findings of the Oliver Wyman Audience Churn
Initiative with a discussion of the artistic and operational
implications.
Presentors: Jack McAuliffe, President, Engaged Audiences LLC; Charlie
Wade, Vice President for Marketing and Audience Engagement, Atlanta
Symphony Orchestra; Kim Noltemy, Director of Sales, Marketing &
Communications, Boston Symphony Orchestra; Moderator: Russell Jones,
Vice President for Marketing and Membership Development, League of
American Orchestras
Download the PowerPoint presentation from Conference:
Audience Growth, it’s not just good marketing! (PPT)
________________________________________________
What Churned in Denver?
(from 2008 Conference in Denver)
(Photos: Mark T. Osler/PJeye.com)
View the Powerpoint Presentation from 2008 Conference!
Performing Arts organizations have known that long-term audience
members are incredibly loyal and generous and have mainly assumed that
the challenge was in attracting newcomers to the experience. It turns
out that orchestras are attracting large numbers of newcomers, but are
not effectively converting them to long-term customers and
supporters.
For the past year a group of nine senior marketing professionals and
Engaged Audiences LLC have been studying this "churn." Last August, the
prestigious international management consulting firm Oliver Wyman
offered to undertake a multi-million dollar pro-bono study to help arts
organizations better understand this phenomenon, how to minimize the
impact of churn, and how to retain more of these new customers.
We now know that first-timers make up almost 50% of our customers
annually, and that more than 80% of them do not purchase tickets again
in the following season, representing a significant opportunity for
orchestras and other arts organizations. And we also now better
understand the factors that are important to getting more first-timers
to return, including specific offers that are most likely to spur
repeat purchase.
Leaders of the Oliver Wyman Audience Growth Initiative shared the key
findings at a highly anticipated League Presentation (June 12 and 13)
in Denver, Turning First-timers into Life-timers: Understanding and Reducing Churn.
View the Powerpoint Presentation from 2008 Conference!
__________________________________________________
Moderators
Russell Jones, vice president for marketing & membership development, League of American Orchestras
Jack McAuliffe, president, Engaged Audiences LLC
Presenters
Martin Kon, head of Oliver Wyman’s General Management Consulting office
in NY and leader of the Global Media & Entertainment practice
Edouard Portelette, project manager, Oliver Wyman’s Orchestra Audience Growth Initiative
Respondents
Deborah Card, president, Chicago Symphony Orchestra
David Snead, director of marketing, New York Philharmonic
Mark Volpe, managing director, Boston Symphony Orchestra
OLIVER WYMAN
Orchestra Audience Growth Initiative for Senior Marketing Professionals at Nine Major American Orchestras
Oliver Wyman Project Team
- Martin Kon, Initiative Leader
- Edouard Portelette, Project Manager
- Claire-Marie Andlauer
- Detelina Kalkandjieva
- Norman Leung
- Li Ma
Oliver Wyman Steering Committee
- David Bliss - President and CEO of Oliver Wyman’s Delta Organization & Leadership business
- Andrew Carron - President of NERA Economic Consulting (part of the Oliver Wyman Group)
- Bob
Fox - Managing Director of Oliver Wyman’s General Management Consulting
business and Head of the Global Communications, Media & Technology
practice
- Martin Kon - Head of Oliver Wyman’s General
Management Consulting office in NY and Leader of the Global Media &
Entertainment practice
- Alan McIntyre - Managing Director of Oliver Wyman’s Financial Services business in North America
- Carlos Rivero – Head of Oliver Wyman’s Delta Organization & Leadership business US operations
Oliver Wyman Orchestra Liaisons
- George Faigen (Atlanta)
- Bob Fox (Boston)
- Paul Markowitz (Boston)
- David Fishbaum (Chicago)
- Eric Nelsen (Chicago/Milwaukee)
- John Wenstrup (Cleveland)
- Martin Kon (Los Angeles/New York)
- John Senior (Philadelphia)
- Dave Sovie (San Francisco)
Marketing Directors
- Charlie Wade (Atlanta Symphony Orchestra)
- Kim Noltemy (Boston Symphony Orchestra)
- Kevin Giglinto (Chicago Symphony Orchestra)
- Sandi Macdonald/Emily Grimes (The Cleveland Orchestra)
- Joan Cumming/Shana Mathur (Los Angeles Philharmonic)
- Stephen Duncan/Susan Loris (Milwaukee Symphony Orchestra)
- Michael Buckland (The Nashville Symphony)
- David Snead (New York Philharmonic)
- Ed Cambron (The Philadelphia Orchestra)
- Michele Prisk (San Francisco Symphony)
Facilitator
Jack McAuliffe (Engaged Audiences LLC)
