2
Executive summary
Order transactions received: 2,294 total SFM transaction records for 10,095 tickets.
Transactions fall into two categories: Comp tickets: 690 tickets Paid tickets: 9,405 tickets worth
$226,839. Paid tickets fall into two categories: Group sales: 4,588 tickets
worth $112,183 (32 orders) Consumer sales: 4,817 tickets
worth $114,656 (2,231 orders)
Reality check: We compared the data we received to the SFM sales report; tickets and revenue match 100%.
All promotable households (HH): 1,231 1,329 orders (1.1 orders/HH) 3,095 tickets (2.5 tickets/HH) $75,132 ($61.03/HH; $24.28/Tkt.) Promotable households account for
65% of consumer sales. Non-promotable accounts: 902
902 orders made by non-promotable accounts/walk-ups
1,722 tickets (1.9 tickets/HH) $39,524 ($43.82/order; $22.95/Tkt)
Please note: A promotable household has a first and last name on the record and an address recognized by the USPS as deliverable.
6/18/2012
Overview of SFM sales Consumer sales detailsPromotable vs. Non-promotable Households
3
Executive summary (cont.)
In-Market households: 864 920 orders (1.1 orders/HH) 2,050 tickets (2.4 tickets/HH) $49,107 ($56.83/HH;
$23.95/Tkt.) Out of Market households: 367
409 orders (1.1 orders/HH) 1,045 tickets (2.8 tickets/HH) $26,025 ($70.91/HH;
$24.90/Tkt) This analysis will focus on the
864 in-market, promotable, consumer households
Sales channels for consumer purchases (both Promotable and Non-Promotable households; both In-Market and Out of Market) 47% of orders via internet 38% of orders in person 15% of orders by phone
Promotable consumer orders averaged 1.2 SFM events per order
Of the 1,231 promotable consumer households, 622 accounts (51%) were created specifically for SFM 2012 339 of the new accounts were in-market 283 of the new accounts were out of market
Of the 1,231 promotable consumer households, 88 (7%) attended SFM in 2011. 82 of the returning households were in-market 6 of the returning households were out of
market 6/18/2012
Promotable household (HH) detailsIn-market vs. Out-of-market C. Stager order questions
5
Education
6/18/2012
All categories represented; very high concentration with college and graduate degrees.
Purchasing TypeEducation
Less than HS HS Some College College Graduate Degree Grand Total
SFM Buyers 2012 3.9% 12.5% 13.8% 29.2% 40.7% 100%SFM Buyers 2011 5.5% 10.5% 13.0% 26.6% 44.4% 100%Total SFM Buyers 4.8% 11.4% 13.4% 27.7% 42.8% 100%NYC Market 18.9% 22.7% 21.3% 20.0% 17.1% 100%
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Direct response, cultural interest
6/18/2012
Very active direct response buyers; extremely high levels of cultural interest and activity.
Purchasing Type
Direct Response
Multi Buyers
Cultural Interest
Extremely/ Highly Likely
Very/ Somewhat Likely Likely Very/ Somewhat
UnlikelyExtremely/
Highly Unlikely
SFM Buyers 2012 77.4% 63.0% 21.3% 7.9% 7.5% 0.3%SFM Buyers 2011 81.7% 64.7% 20.8% 8.8% 5.8% 0.0%Total SFM Buyers 79.8% 63.9% 21.0% 8.4% 6.5% 0.1%NYC Market 62.8% 26.0% 34.5% 17.9% 19.6% 1.9%
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Age of head of household
6/18/2012
All age categories represented; concentration 55 years and older.
Purchasing TypeAge of Head of Household
19 to 24 25 to 34 35 to 44 45 to 54 55 to 64 65 to 74 75 to 84 85+ Total
SFM Buyers 2012 1.0% 7.5% 13.4% 20.7% 27.2% 17.7% 12.5% 0.0% 100%SFM Buyers 2011 1.5% 7.3% 16.8% 21.3% 25.8% 16.8% 10.0% 0.5% 100%Total SFM Buyers 1.3% 7.4% 15.3% 21.0% 26.4% 17.2% 11.1% 0.3% 100%NYC Market 2.1% 10.6% 21.7% 27.7% 20.5% 9.8% 6.2% 1.5% 100%
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Household income
6/18/2012
All income categories represented; concentration $150k+
Purchasing TypeHousehold Income
<$25K $25K to <$35K
$35K to <$50K
$50K to <$75K
$75K to <$100K
$100K to <$150K >$150K Total
SFM Buyers 2012 10.8% 2.6% 5.9% 16.7% 14.4% 16.7% 32.8% 100%SFM Buyers 2011 6.8% 4.0% 7.8% 18.3% 13.8% 17.5% 31.8% 100%Total SFM Buyers 8.5% 3.4% 7.0% 17.6% 14.1% 17.2% 32.2% 100%NYC Market 14.8% 6.6% 10.4% 17.9% 14.1% 17.2% 18.9% 100%
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Family structure:Number of adults, marriage, and presence of children
6/18/2012
Spring for Music buyers are less likely to have children in the household.
Purchasing Type
Number of Adults
% MarriedConfirmed
Presence of Children1 2 3+
SFM Buyers 2012 43.0% 26.6% 30.5% 45.6% 15.4%SFM Buyers 2011 40.6% 25.8% 33.6% 47.9% 15.3%Total SFM Buyers 41.6% 26.1% 32.2% 46.9% 15.3%NYC Market 40.7% 26.8% 32.6% 51.7% 37.2%
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Geographic concentration SFM 2012 Buyers: Top 12 ZIPs
6/18/2012
ZIP Community State/ County Total HH Promotable SFM HH
% Penetration
Promotable SFM Revenue
10023 Upper West Side NY New York 38,748 41 0.11% $2,55010025 Upper West Side NY New York 44,692 36 0.08% $2,22510024 Upper West Side NY New York 30,688 26 0.08% $1,66910011 Chelsea/Greenwich Village NY New York 30,009 20 0.07% $1,05010128 Upper East Side NY New York 31,771 18 0.06% $82511215 Park Slope NY Kings 29,203 18 0.06% $1,07510019 Chelsea NY New York 25,092 15 0.06% $72510022 Gramercy Park/Murray Hill NY New York 20,796 14 0.07% $97510003 Union Square NY New York 28,503 13 0.05% $77510016 Murray Hill/Kips Bay NY New York 32,058 13 0.04% $90010027 Harlem/Morningside Heights NY New York 23,096 13 0.06% $80010065 Upper East Side NY New York 16,369 13 0.08% $885
Total Top 12 Zips: 351,025 240 0.07% $14,454Total NYC Market: 7,409,645 864 0.01% $49,107
Total ZIPs as a % of Total: 4.74% 27.78% 29.43%
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Executive summary (cont.)Other Carnegie Hall Purchasing by 2012 SFM Buyers
235 promotable, in-market, consumer SFM buyer households purchased 1,485 Carnegie Hall single event tickets worth $81,872.
The top 10 single ticket concerts by number of households are listed below. See Attachment 3 for full ranking.
We don’t have enough data to provide perspective to the list of concerts purchased; Carnegie Hall’s most popular concerts will likely appear on this list.
Also, 103 households purchased 2,254 Carnegie Hall subscription tickets worth $140,006.
Other Carnegie Hall concerts purchased from 1/19/11 through 5/15/2012 Please note
Concert HH Tickets Revenue
San Francisco Symphony 34 81 $4,418
The Cleveland Orchestra 24 32 $1,791
Atlanta Symphony Orchestra 22 41 $1,933
Baltimore Symphony Orchestra 18 37 $1,540
The Philadelphia Orchestra 3 18 26 $1,494
American Composers Orchestra 2 17 29 $1,208
Boston Symphony Orchestra #9 17 22 $1,027
New York String Orchestra 16 27 $843
Mariinsky Orchestra #1A 15 26 $1,275
Mitsuko Uchida 15 42 $2,109
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Executive summary (cont.)Mail campaign
Campaign structure One mail wave on 4/2/2012 69,990 households targeted,
plus 10 seed names Total mail results
306 responses generating 753 tickets and $17.8k
The mail campaign accounted for 37% of tickets sold to promotable in-market consumer households, up from 28% in 2011.
Return on investment: The mailings were not profitable. Revenue/piece mailed: $0.25
0.44% response $58 average order size
Average cost/pc: $0.68 Comparison to 2011 on next
slide. Please note that 35% of total
SFM consumer sales were walk-ups where no name or address data was collected. Sales attributable to the mail campaign are probably underestimated somewhat.
6/18/2012
Campaign structure and
total resultsROI and perspective
Executive summary (cont.)Campaign comparison: 2012 vs 2011
Average order increased, driven primarily by an increase in tickets/order.
Although fewer concerts were promoted in 2012, the revenue generated by the mailing increased slightly.
Note that Impact of Direct Mail is for promotable, in-market, consumer households
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6/18/2012
Campaign Comparison
2012 2011
Variance
% Variance(2012 from
2011)Promotions 1 2 (1) (50.0%)
Promoted Concerts 6 7 (1) (14.3%)
Households (HH) 69,990 60,380 9,610 15.9%
Pieces mailed 69,990 69,984 6 0.01%
Touches/HH 1.0 1.2 (0.2 ) (13.7%)
Responses 306 321 (15) (4.7%)
Response Rate 0.44% 0.46% (0.02%) (4.7%)
Tickets 753 727 26 3.6%
Tickets/Order 2.5 2.3 0.2 8.7%
Revenue $17,793 $17,401 $392 2.3%
Revenue/Tkt $23.63 $23.94 ($0.31) (1.3%)
Rev/Pc mailed $0.25 $0.25 $0 0.0%
Avg cost/Pc mailed $0.68 $0.68 $0 0.0%
Avg Order $58 $54 $4 7.3%
Impact of Direct Mail 37% 28% 9% 32.1%
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Executive summary (cont.)Summary of segment profitability
Overall, the mailing was not profitable. The only profitable segment was SFM Buyers from 2011. Modeled Prospects in Tier
1, both from Experian and List Trade sources, were close to break even. At a cost of $0.68 per piece mailed and keeping response rate (0.44%) and tickets/order (2.5)
constant, ticket price would have needed to be $62 in order for the mailing to break even.
Executive summary (cont.)Performances purchased by mail responders
See Attachment 1 for additional details
Performance Tickets
Revenue % of Total Revenue
Generated by Mail
Alabama Symphony Orchestra 149 $3,588 20.2%
Houston Symphony 134 $3,175 17.8%
Milwaukee Symphony Orchestra 134 $3,175 17.8%
Nashville Symphony 127 $3,000 16.9%
New Jersey Symphony Orchestra 128 $2,967 16.7%
Edmonton Symphony Orchestra 81 $1,888 10.6%
TOTAL 753 $17,793 100%
6/18/2012
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18
Two-step modeling process
We matched 2011 SFM buyers to the Experian universe of households in the New York City market.
Based on these matches we modeled SFM buyers based on such variables as: Education Direct response multi-buyer Interest in cultural arts Location Age, Income, Presence of children
After scoring the model, we selected 97.5k households for inclusion in the list trade model.
Initial preparation We received 152,229 gross records from
ten organizations. After householding, these trades yielded
123,081 promotable households Final list trade model table
Prospects from the market model were added to the list trade prospects.
220,662 promotable households were in the final table for modeling.
Modeling We matched SFM buyers from 2011 to
the model table Based on these matches, we modeled
SFM buyers based on the interactions with your ten list trade partners.
After scoring the model table, we selected 38,088 list trade households and 31,183 Experian households for mailing.
6/18/2012
Develop market model using Experian data
List trade cross sell model
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Executive summary (cont.)Summary of Modeled Prospects
Modeled Experian Prospects generated 118 responses 275 tickets; $6,566 revenue; $0.21 revenue/piece mailed
0.38% response $55.64 average order size
Modeled List Trades from the 10 organizations generated 161 responses 404 tickets; $9,452 revenue; $0.25 revenue/piece mailed
0.42% response $58.71 average order size
The top 5 lists accounted for 98% of revenue generated by modeled prospects: Experian (118 HH; $6,566) Carnegie Hall (78 HH; $5,050) New York Philharmonic (43 HH;
$2,213) Lincoln Center (22 HH; $1,100) American Symphony Orchestra
(10 HH; $714) Please note that households may
have relationships with more than one list source but were assigned to one source as part of the merge/purge process.
See Attachment 2 for additional details.6/18/2012
Overall Modeled Prospect Performance
Top 5 List Sources by Revenue
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Executive summary (cont.)Conclusions and discussion
The mail campaign was not profitable. Some discussion points: Sales attributed to the mail campaign are probably underestimated.
35% of consumer revenue was associated with walk-up sales without associated name and address information.
We estimate that the rev/pc mailed would increase from $0.25 to $0.38 if a proportionate number of walk-up sales were attributed to the mailing.
Reducing the cost/pc would increase likelihood of profitability. Average price per ticket is low.
Breakeven price per ticket: two scenarios Keep the following constant:
Cost per piece mailed: $0.68 Response rate: 0.44% Tickets/order: 2.5
Scenario 1, Ignore walk-up sale impact: Breakeven price per ticket is $62.
Scenario 2, Include walk-up sale impact: Breakeven price per ticket is $41.
6/18/2012
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Attachment 1: Single ticket purchasing by performance
Performances purchased by mail responders
6/18/2012