Subscriber Focus Group Results: Why do you subscribe to Lookingglass?
In January 2009, Lookingglass partnered with the Arts, Entertainment and Media Management Graduate Program at Columbia College Chicago to conduct focus groups and surveys of new, renewed and 'lapsed' subscribers. Now that we've analyzed the data, we'd like to share it with you. If you have anything to add or discuss, we encourage you to post a comment.
Question: Why did you subscribe to Lookingglass initially?
Focus Group: The reasons that lapsed subscribers initially subscribed to Lookingglass included appreciation for the shows and the creativity involved with their creation as well as the very affordable price of subscriptions.
New subscribers were generally excited by at least one of the productions this season, whether it was because they loved The Brothers Karmazov in high school, had a deep appreciation for Our Town or admired Mary Zimmerman’s work. Additionally, some new subscribers pointed out that they saw several Lookingglass productions before deciding to subscribe. One new subscriber said that he very much liked the ensemble concept that Lookingglass utilizes.
Many renewed subscribers recall being sold on a subscription by one production that affected them because it was a favorite book of theirs, or because they had a high school English teacher who used to bring them to Lookingglass productions. Additionally, the spouse of one subscriber said that if he had the option of discontinuing all of their subscriptions but one, he would choose Lookingglass as the one to keep.
Survey: Subscribers who responded to the survey also stated that they initially subscribed for a variety of reasons, including the location in the Water Tower Water Works, choice of productions, the price, and others based their decision on productions they enjoyed in previous seasons.
Lapsed subscribers indicated the same reasons for subscribing initially as current subscribers.
How will Lookingglass use this information?
The reason our subscribers join us has a huge influence on how we promote our seasons. If our subscribers recognize a particular artist's name, we make note of that and remember to emphasize their participation in future productions. We acknowledge that not all of our subscribers will renew every year, but when current subscribers share their "tipping point," we have a better chance at emphasizing those aspects when marketing each season.
The reasons for subscribing listed above also provide positive reinforcement for our artists. Learning what our patrons enjoy indirectly influences the plays we might produce in the future.
