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Don't Advertise Subscriptions in Mass Media



​​When it comes to marketing your subscriptions, there's a better way than blanketing mass media channels.  

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​Let's break down why. 

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​Targeted Approach 

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​The most likely people to subscribe are those who have already attended a performance or visited your gallery. 

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​Remember that, in a subscription campaign, you are asking someone to buy multiple performances at one time. 

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​The most likely group to subscribe for the first time is anyone who has attended at least once in the past. 

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​Efficiency and Customization 

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​Direct marketing allows you to customize your messaging to different segments of your audience.  

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​You can tailor your pitch to lapsed subscribers, enticing them to return, or craft a compelling message for single ticket buyers to consider subscribing. 

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​Customization means you can talk to the patron where they are in their relationship to your organization. 

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​Strategic Budget Allocation 

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​Here's the kicker: When you save your subscription mass media budget for when your single tickets go on sale, you're making your marketing dollars work smarter.  

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​You'll reach a broader audience, attracting both new and returning patrons. 

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​Look for my upcoming video about making the most from your single ticket on-sale. 

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​So, remember this: When it comes to subscriptions, think targeted, efficient, and strategic.  

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​Avoid mass media and embrace direct marketing for a more personalized and cost-effective approach. 

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