#MondayMotivation: “New” vs. “Regular” Audience

Looking for a little #MondayMotivation? We’re pulling out past stories that are still just as relevant today. Here’s a pearl from Jim: How Much of Your Audience Should Be “New”?

Newbies or regulars, which is better for your venue? Photo credit: “Audience,” © 2013 Roger Reuver, used under a Creative Commons Attribution-ShareAlike license.

There’s no right answer to the question of how much of your audience should be “new.”

Let me rephrase. There is a right answer to the question, and it’s this: It depends.

I was reading this really interesting summary of a study in the UK about the percentage of audiences that were “new” (hadn’t been in at least three years) and the percentage that were “regular” (had been at least six times in three years). The basic result is that venues with government funding got 57% of sales from those regulars, compared to 37% for commercial venues. By contrast, West End commercial venues got 42% of revenue from new customers, compared to just 15% for West End government-funded venues.

The article characterizes this difference as the “failure” of the government-supported venues to attract audience, but it could just as easily have characterized it as a “failure” of the commercial venues to retain audience. Both or neither of those things could be true.

OK, Jim, what the hell are you talking about?

Let’s start at the extremes: Suppose you had 100% new audience. That means that you have failed to entice even one person who has come to your venue before to return. Your stuff must be terrible. …

Check out the rest of Jim’s post: How Much of Your Audience Should Be “New”?

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