ADWEEK–Innovators Forum

I’m here in New York City for ADWEEK. I just finished giving my keynote and now I’m listening to Will Lester from TRG Market Research who is sharing recent data about cultural consumers. Here’s what he’s seeing:
1. Growth–Among 25 million households they track, highest growth in new audiences is among marrieds with children.
2. Attrition–66% of single ticket buyers come once and never return. One out of three new ticket buyers will remain loyal.
“How do we make our seats stickier?”
3. Old marketing tools or new? Makes an argument that direct mail is still be valuable, because cultural consumers are also readers. But targeting needs to be re-considered.