From a post at
Fast Company:
Marketing managers for major orchestras had always assumed that convincing people to give the symphony a try was the key to gaining subscribers. "Get people through the doors!" was their mantra, assuming that the sheer beauty of the music would lure them back. But when they actually studied the numbers, they discovered that getting new people wasn't the problem...
In 2007, several orchestra managers joined forces to analyze their collective marketing challenge. A pro bono third-party study by Oliver Wyman (Audience Growth Initiative) found that on average, symphonies lost 55% of their customers each year; churn among first-time concert-goers was 91%!...
The symphonies compiled a list of 78 attributes of the classical music experience... It turns out the quality of the orchestra, magnificence of the hall, and virtuosity of the conductor were not particularly important attributes. What was? Drum roll! The most powerful "driver of revisitation" was parking! As with other orchestras, veteran members of the core BSO audience had figured out where to park, but trialists identified it as a huge hassle--so they didn't come back...
More information (and additional factors) at the link.
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