{"id":796,"date":"2024-03-17T11:59:00","date_gmt":"2024-03-17T11:59:00","guid":{"rendered":"https:\/\/www.spektrix.com\/blog\/arts-management-software-insights\/"},"modified":"2026-07-25T20:41:01","modified_gmt":"2026-07-25T20:41:01","slug":"arts-insights","status":"publish","type":"post","link":"https:\/\/www.spektrix.com\/en-gb\/blog\/arts-insights\/","title":{"rendered":"How to Access Key Audience Insights with Your Arts Management Software"},"content":{"rendered":"
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What do your customers really want from loyalty programmes? Let them tell you! Get answers straight from your arts management software, plus top industry insights.<\/p>\n<\/div>\n

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Understanding the needs of your audience is an ongoing journey that’s crucial both to your mission as an organisation and your bottom line. Luckily, you\u2019re already sitting on a gold mine of insights and information \u2013 your CRM and marketing software<\/a>. But how can you access this data, and how do you use it to best serve your organisation? Ahead, learn strategies for doing the most with your data: the questions you should be asking, the story your data tells, and what you can do about it.<\/p>\n<\/p>\n

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Changes in audience loyalty <\/h2>\n

Performing arts organisations are on the road to recovery from the massive shifts in attendance brought by Covid-19. But consumer needs aren\u2019t the same as they were pre-pandemic. Flexibility <\/span>matters to subscribers now more than ever. One area you might be seeing this increased desire for flexibility is in audience response to your loyalty programmes<\/span>.<\/p>\n

A study conducted by our partners at JCA Arts Marketing<\/a> revealed that, between 2021-22 and 2022-23, fixed subscriptions declined by about 9%, but flexible models saw substantial growth<\/span>. Multibuy packages sales increased by 43%, while flexible subscriptions and memberships saw an even bigger increase, more than doubling.<\/p>\n

Our partners at TRG Arts<\/a> delved into the factors that are driving this shift. In their Arts and Culture Benchmark<\/a>, they asked audiences about the key factors that made them attend live events. They found that audiences are most motivated by the opportunity to socialise and interact with other patrons<\/span> and to enjoy productions that they found interesting and fun. Patrons also indicated their value for a choice of seats <\/span>and for affordable prices<\/span>.<\/p>\n

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At Spektrix, we\u2019ve been tracking Covid recovery across the arts industry, reporting on sector-wide booking patterns each month to help you benchmark your own sales and recovery. We\u2019ve broken down the data across global regions and artforms for a thorough analysis of ticket sales patterns. Currently, we\u2019re seeing global sales sit at 97% of 2019 levels<\/span>. Check out our Ticket Sales Dashboard,<\/a> updated<\/a> each month with the latest data. <\/p>\n

These are broad trends we\u2019re seeing across the whole industry, but what about your organisation? By combining aggregate studies by sector experts with insights from your own audience data<\/span>, you can put yourself in the best position to understand what\u2019s worked, and not worked, in the past, and how to optimise your approach to the future. <\/p>\n

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What you can learn from your audience data<\/h2>\n

Run reports in your arts management software to understand who\u2019s joining your existing loyalty programmes<\/a>. Don\u2019t just look at this year or last – go back far enough to identify long-term trends. Here are some questions you can use to direct your analysis of the data:<\/p>\n

\"AHow many people are purchasing memberships or subscriptions?<\/h3>\n