Melbourne Symphony Orchestra uses its database of Past Subscriptions, Single Night Sales and Requests for the Season Brochure to initially mail and then telemarket subscription prospects.
artadata software scrubs, matches and integrates single night and subscription data from Ticketmaster into the datamuse software during the year.
artadata software then extracts customer data from the datamuse system based upon specific criteria and delivers it to the mailhouse to enable brochures to be sent to prospects.
artadata software then prepares customer profiles, on call sheets, of the prospects including detailed information on all single night sales, past subscriptions and correspondence.
The Melbourne Symphony then calls segments of prospects (the most likely first) with the subscription selling proposition. This process currently yields about a 10% conversion of Single Ticket Buyers into Subscriptions. The Subscription retention rate also remains very high meaning the flow of recurrent revenue for the organisation has been maintained or increased since the use of this system.