Marketing / 11.15.23
JCA Arts Marketing’s Nemeth Will Explore Trends in Audience Behavior at INTIX 2024
Teddy Durgin
INTIX 2024 in Las Vegas is gearing up to be one of the association’s best and most lively conferences and exhibitions ever. Part of what will make the Jan. 29–Feb. 1, 2024, event so special is the numerous workshops and sessions dedicated to helping INTIX members improve their bottom lines and better connect with the paying public in today’s changing marketplace.
Jennifer Sowinski Nemeth
One of the most eagerly anticipated is the “Trends in Audience Behavior: Loyalty Programs” workshop that Jennifer Sowinski Nemeth will present at 12 p.m. PST on Feb. 1. Nemeth, a senior consultant and analyst for JCA Arts Marketing, says, “This session will center around our latest study into loyalty programs in the performing arts. Session attendees will be the very first to see the latest data, drawn from dozens of nonprofit arts organizations across the country. We’ll explore everything from traditional subscriptions to ‘Netflix-style’ membership models and share how different styles of loyalty programs have fared over the past five years. We’ll also examine how audience behavior has changed since before the pandemic and since that initial year of re-opening, and we’ll discuss the best ways to move forward and maximize customer loyalty.”
The 60-minute workshop is actually a follow-up to the “Finding the Opportunity in Subscription Decline” session that was held at INTIX 2023. Nemeth will show how subscriptions, memberships and other loyalty programs are faring across North American arts organizations and what offers will have the best chance at increasing audience sizes in the new year.
It’s a lot of ground to cover. But Nemeth says she is up for the challenge and hopes attendees will be, too. The “Trends” session will indeed be placing special emphasis on audience behavior post-pandemic and how the COVID-19 crisis affected where live events are and where they are heading. “We will definitely be looking at data that compares post-pandemic years to pre-pandemic,” Nemeth says. “We will also take a careful look at the past three years to understand how audience loyalty has rebounded — and how it hasn’t — since emerging from the pandemic.”
When asked if she could share some early insights with our Access readership, Nemeth was quick to reply: “We’re finding that audience behavior has shifted in a seemingly permanent way. So, at this point, building audience loyalty has become less about ‘pandemic recovery’ and more about meeting audiences where they are, with offerings and benefits that appeal to our current moment.”
Of course, there is always one key lesson or piece of wisdom any good workshop moderator would like their audience to take away with them post-conference. For Nemeth, what would that be? She says, “I hope that attendees will walk away with new ideas for inspiring loyalty at their organizations and a better sense of how their own organization stacks up to industry trends.”
As for what makes for a good session/workshop at an event like INTIX 2024, Nemeth offered up a few “key ingredients” that other presenters might find interesting ahead of the 45th annual show. “I think the No. 1 thing that makes for a good session is ensuring that attendees leave with actionable takeaways,” she says. “I hope that members leave my session feeling inspired and with concrete ideas for changes they can implement at their own organizations. Another ‘key ingredient’ is that sessions like these should be applicable for as many different types of organizations and stakeholders as possible, while still being detailed enough to be useful. We have so much to learn from each other! So, any opportunity to learn across disciplines is exceedingly valuable.”
Take advantage of your opportunity to learn from ticketing peers at INTIX 2024, Jan. 29–Feb. 1 in Las Vegas. Register now.
JCA Arts Marketing is a division of JCA (Jacobson Consulting Applications, Inc.) that helps arts and cultural organizations leverage data-driven insights to grow their audiences and revenue.
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Tags: Marketing , INTIX 2024