When behavior is frequent, the revenue follows

I’ve been thinking a lot about what I’ve begun to call “frequency programs” like subscription and membership. I call them frequency programs because that’s what they are: tactical programs designed to reward customers who frequently attend or participation in our arts and cultural offerings. You may have seen my recent video about the power of RFMG in customer loyalty and retention, and FREQUENCY is perhaps the most important and powerful driver and metric in this formula. The more often a customer participates in what we offer—especially in the same season or calendar year—the stickier they are.

I recently spoke with Vincent VanVleet, Executive Director of The Phoenix Theatre Company in Arizona, about the testing and learning they’re doing in this frequency arena. Just prior to the pandemic, The Phoenix Theatre launched a frequency program they called the All Access Pass as part of the range of season ticket offerings the Company makes available. As a long-time TRG Arts client, they bought into and are serious about increasing the frequency of their customers. Vincent told me, “We focus on our internal staff behaviors and systems so that they positively affect customer behaviors, and when we do that, annual increasing revenues are the by-product. It feels so much better than the revenue chase.”

During this 2022-23 season, season ticket sales are at the highest level The Phoenix Theatre Company has ever seen, due in no small part to the All Access Pass. In the video below, Vincent and I discuss the program, its operations, and the metrics that will matter to track and learn: does the All Access Pass “pass” the RFMG test? Will it keep theatre customers returning every year (recency), frequently each year (frequency), and how will those customers invest monetarily compared to others? Finally, will their commitment grow each season?

Watch and join our conversation as we learn how to create the right customer habits that result in revenue.