crm kristiansand 12.01.13
DESCRIPTION
Presentasjon Bergen Filharmoniske orkester CRM seminar 12.1.12 i KristiansandTRANSCRIPT
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HISTORY / FACTS
1765: Orchestra established1880: Edvard Grieg conductor1919: Professional orchestra1995: National orchestra2015: 250 year anniversary
100 musicians16 administratorsAnnual budget: NOK 130 million
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FACTS / FIGURES
• Concerts: 90 – 120 per year
• Audience: 80 000 – 115 000 per year(250 000 inhabitants in Bergen + 100 000 within one hour drive from the city)
• International tours: 1 – 2 per year
• CDs: 5-7 per year (international labels)
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PUBLIKUMSUTVIKLING
Non attender Occasional attender Frequent attender Subscriber
Frekvens \Repertoir
-1 (oppsøker konsert sjeldnere
enn 1 gang pr. år)
1 (oppsøker konsert ca 1
gang pr. år)
2 - 3(oppsøker konsert 2-3
ganger pr. år)
4-6(oppsøker konsert 4 - 6
ganger pr. år)
Abonnent (inntil 26 konserter pr. år)
A Samtidsmusikk
B Bruckner, Mahler,
Sjostakovitsj
C Mozart,
Beethoven
D Familiekonserter
E BT Ønskekonsert,
musikaler, svisker
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SUBSCRIBERS
Since 2007:
• Doubled the income from subscribers
• From 19 000 seats to 25 000 per season
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WHY SUBSCRIPTIONS?
• Basic audience – easier to plan season
• Audience also on “difficult” concerts
• Predictability of income
• Time saved for other tasks
• Experience good vs. search good
• Lifestyle
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SUBSCRIPTION SERIES 1
26 concerts per season (Gold) to 4 (Family)
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DATABASE / CRM
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MARKETING
• Next season presented in March, through a subscriber exlusive preview (first in 2007)
• Subscribers are encouraged to invite as manyof their non-subscribing friends as they like
• for preview and free concert
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WORD OF MOUTH
• Recommended by a friend: 57 %
• Recommended by a family member: 23 %
• Recommended by a colleague: 22 %
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SALES
• From preview in March to season start in September
• Early response is honoured with CD, signed by Principal Conductor Andrew Litton
• We never stop selling, just adapt prices alongthe season
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