Friday, October 13, 2006

Want more subscribers...

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.

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