In this Issue:

Who are your New Customers? | Who are the Best Customer Prospects in your Market?
Who Responds to your Offers (and who doesn't)?

Who are the Best Customer Prospects in your Market?

The Big List, our cooperative, shared customer database system, enables arts organizations in seven metro-markets to identify, access and target the most active arts and cultural buyers in their regions. The San Francisco/Bay Area Big List vividly demonstrates the appeal and success of the system – growing from 69 groups and 660,000 customer households in 2008 to 151 participants with 1.4 million customer households in 2010.

This growth reflects both the direct benefits of a Big List to individual organizations and its positive impact on arts marketing throughout the community. Participants use both Enertex Express, our no-hassle, intuitive online tool, and one-on-one consultations with Enertex senior staff to target prospective customers by group affiliation, arts/culture transactions, multi-buying habits and geographic, psychographic and demographic indicators. The result is smarter (not larger), more cost effective direct marketing campaigns.

Clay Lord, Director of Marketing and Audience Development for Theatre Bay Area, the project’s administrative agency, points to added value for the arts community. “Participants have been active in recruiting new groups to join the project, leading to the inclusion of a wide spectrum of performing and visual arts groups. And the Big List community serves the needs and interests both of larger and smaller institutions – a sense of cohesiveness in purpose and an understanding that we’re all in this together.”

This sentiment is echoed by Julie Blankenship, Executive Director of Visual Aid. “As a small organization providing services for visual artists with AIDS and other life-threatening illnesses, we have found the Big List highly beneficial. We use approximately 1,500-4,000 Big List names for marketing each of our two big events of the year and have seen increased attendance…At the same time, these mailings help us to heighten awareness of Visual Aid’s mission and programs for arts and cultural patrons in the Bay Area.”

←

→