Your patrons want to feel known, and yet you can’t manage personal relationships with a database of thousands of patrons. So how can you send the perfect offer, based on your patrons’ interests and purchase history, to help them grow their loyalty to your art?
Targeting your campaigns has never been easier. TRG brings you powerful tools for community list-trading, demographic/geographic analysis and precision data modeling based on purchase behavior and demographics. You’ll run data-driven, efficient campaigns that save you time and money, as well as effectively optimizing response and results.
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Hollywood Pantages Theatre
Marketing Manager, Patron Retention
Chicago Symphony Orchestra
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Walk through identifying marketing, attendance, virtual participation, expenses, and earned revenue strategies and challenges, as well as examples of data-guided, sustainable change. You will discover how performance metrics impact everyday decision-making, assess which areas may require new cross-departmental strategic thinking, and determine data-guided, sustainable ideas for attracting funding and audiences.
In this session, presented in 2017 at The American Alliance of Museums Annual Meeting, Jill Robinson and Zannie Voss (National Center for Arts Research) discuss ways to measure and improve organizational health.
Announcing a new online course from DataArts and The Results Group for the Arts (TRG Arts)! Would you like to better engage audiences? This course is designed to help arts leaders use data to build loyalty and increase revenue.
Who should take this course?
In 2015, the consulting firm Oliver Wyman released a research study in partnership with the League of American Orchestras that grabbed my attention and hasn’t let go. The central question of their work: is the existing subscription model for symphony orchestras still viable? In the age of Netflix, Amazon, and Uber, does it need a small tweak, a substantial jump start, or a complete-and-total-tear-down-and-rebuild to remain a worthwhile offering?
The study illuminated a few key findings for the orchestra sector:
After a poor year for earned revenue in 2012*, Lyric Theatre of Oklahoma (LTO) had rebounded and was experiencing a growth spurt. In 2013, Director of Marketing Danyel Siler had turned her attention to single tickets. Her hard work had paid off, but season tickets were still a challenge.
“Season tickets were steadily declining,” she said. “The season ticket campaign had been done the same way for years, maybe even decades. And we blamed the fall on the trend that subs were declining everywhere. Our executive director, artistic director, and I all knew something needed to change, but we didn’t know what.”
Lyric Theatre of Oklahoma hired TRG in March of 2014 for a best practices consultancy which began with an analysis of income trends, data stewardship, and current marketing practices.
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