Cereal Box or Experience-Based: What Your Pricing Says About You

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We’ve all been there before; you’re walking down the cereal aisle checking out the options and they all seem to be priced similarly. That is, until you see the brand on sale that day and decide it’s the one you are going with, simply because it’s the cheapest. After all, this is the whole point of cereal box shopping. There isn’t much distinction between the options, therefore price becomes the determining factor in the purchase.  Also, cereal companies reduce the price purposely to increase sales.

We hear similar logic when cultural attractions describe their pricing strategy. The fear is that charging a higher price, will result in decreased attendance This may be true if the experience is the same as another museum, like cereal; however, this logic fails if the experiences are different. The contrast in the experience drives the decision to visit, not the price. Furthermore, the data collected through our National Positioning Study indicates that “interest in subject” and a “fun/engaging experience” are the primary drivers of visitation, not price.

Knowing what other attractions in the local market are charging is important. However, we strongly recommend pricing based on the uniqueness and experience your attraction offers, as well as understanding what the public determines the uniqueness or quality of the experience to be.

We offer a variety of services which allow cultural attractions to identify the impact of different pricing strategies on visitation, membership, and revenue performance indicators. From there, we make recommendations on what we believe the optimized price point could be and the potential revenue available.

Have questions or want to discuss in more detail? Contact us and we can discuss your attraction's pricing strategy to help maximize overall potential.

Using Data to Make Decisions

It has become business vogue to utilize “big data” to make better decisions, whether it be from Google Analytics to IBM’s Watson. Businesses have become more adept at using data to acquire more customers, increase loyalty, and maximize revenue opportunities. Cultural Attractions have this same opportunity, even though the data may not be as “big.” For 20+ years, we’ve been fortunate to work with attractions all over the US to help them increase attendance, loyalty, and revenue. The data is collected from them and their peers, to identify success, efficiency, and opportunity.

We collect information on attendance, advertising, membership, and service costs and analyze it via our proprietary modeling. From there, we compare results to peer organizations and identify organizations who perform optimally. Then, we use the data and characteristics to guide future marketing, loyalty program, and pricing decisions.

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Generally, attendance is the most important metric attractions use to identify success and we tend to agree with this. However, attendance does not have unlimited potential. Market size, advertising expenditures, advertising placement, quality of the experience, and pricing can impact attendance. Using data and comparative analysis, we can identify successful organizations, as well as those who have an opportunity to grow. In our experience working with zoos, we’ve found that, on average, zoos convert 52% of their market size to attendance; however, some of the best performing zoos may have attendance twice as high as their market. This single piece of information, put in the context of their peers, is very important to our zoo friends, if they are converting 150% or 35%. Some realize there is a strong opportunity for growth, typically in your mid-to-larger markets, and additional marketing efforts should be funded. Conversely, zoos in smaller markets who are capturing a large percentage of their audience should be pleased with their position and invest their efforts in other areas.

How is this relevant or applicable to me, you may ask? Let’s say your organization does have an opportunity to grow based on prior analysis. How can this growth be achieved? Data can offer some insight. Based on our research, the average art museum spends $1.89 per visitor on advertising. As is often the case; however, we work with an art museum who is spending approximately $.35 a visitor, a gross underspend. Should the museum choose to invest in additional advertising, history would suggest an increase in visitation is likely. In another example, if an art museum is spending $2.71 per visitor, but has lower than average attendance, we know this museum is properly funding marketing, but they may not be properly executing marketing. In cases like this, we encourage a shift to more digital advertising. In fact, we strongly recommend organizations allocate 25-50% of their marketing budgets towards digital spend. It’s where your audience is and you get a clear picture of your return on investment.

Just about every cultural attraction has a membership program in place. Now, how should these programs be priced? How should they be serviced? What is a good size? What is a proper retention rate? These are all common questions and data can be used to provide clear direction. If maximizing revenue is the most important goal, we will look to attractions who are currently maximizing their revenue and the characteristics of their program. They may convert 5% of their attendance to membership, spend $9.50 on member services, and retain 55% of their members annually, but most importantly, their member lifetime value (the amount of revenue received over 5 years minus services costs and retention) exceeds their visitor lifetime value by 2.5 times. We recently completed an analysis for a zoo who had a ratio of 1.6. While this signifies their members are 60% more valuable than their visitors, it also indicates there is a lot of opportunity for improvement. Through our report, we identified their dramatically low admission price, and subsequently their membership prices, as the primary indicator for their low ratio. We also encouraged them to limit the resources allocated to membership acquisition as this is not a profitable venture for them given their current structure.

And finally, to us, the most important metric is revenue. On average, cultural attractions are not realizing approximately 25% of their admission and membership revenue, which can represent $7 million for some inappropriately priced attractions. Data helps us with this, too. Attractions who maximize their admission pricing tend to price just below a price threshold. What is a price threshold? It’s simply a price at which a percentage of people (usually less than 5%) negatively reacts to a price—meaning they don’t visit. Price thresholds within this space usually occur in $5 increments, like $15, $20, $25, and so forth. Attractions who optimize their revenue charge just less than a threshold, $14.95, $19.95, $24.95 (believe it or not, but $.05 can make a big difference). Market research can help an attraction identify the barrier price in their market by comparing the performance of other attractions in similarly sized markets.

If an attraction gets its admission pricing right, they tend to get their membership pricing right, too. Conversely, if they undercharge for membership, they can have too many members. Yes, despite what many may say, having too many members is a reality. Too many members can negatively impact the visitor experience by increasing crowds and lines, negatively impact parking, and in extreme cases, prevent additional ticket sales. Each one of these scenarios has the potential to leave a significant amount of money on the table, especially if it’s a regular occurrence. In our experience, those who optimize their membership revenue charge 2.0 times the cost of admission for a family membership (2 adults, 2 kids) and 3.0 times the cost of admission for an individual membership (or season pass).

Are you unsure of how to use data to make decisions about admission and membership? We have over 25-years of combined experience helping cultural attractions maximize their potential and reach their goals related to admission, membership and/or revenue.

Contact us to see how we can put a strategy in place to help your attraction have its best year yet.

Share of the Day: 6/28/17

Share of the Day: When is the best time to consider a price change?

  1. When median household income in the city increases
  2. When more than 20% of operating days are at capacity
  3. When an organization isn't priced to just below a threshold
  4. If an organization has not increased their prices in 3 years

Share of the Day: 6/14/18

Share of the Day: In a recent survey conducted by Morey Consulting, 41% of Millennials are very likely to use a mobile app to enhance their visiting experience while 50% are interested in seeing shows or presentations. Technology can be an important part of a visit, but programming remains critical. #DoBetter #DigDeeper

Share of the Day: 6/6/18

Share of the Day: According to a recent study by Morey Consulting, approximately 60% of Millennials are more likely to visit a cultural attraction with later operating hours, programming with live music, food, or drink, evening programs and special tours. What are you doing to engage this critical generation? #DoBetter #DigDeeper

    5/1/18: Share of the Day

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    13% of cultural attraction tickets were purchased online. This percentage should be higher.  More online ticket sales decreases lines, which improves visitor satisfaction, decreases box office staffing costs, "wins" the weekly decision to visit "battle", and improves re-marketing efforts. Demand more from your ticketing systems and ask them to improve online ticketing purchase paths.

    4/30/18: Share of the Day

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    Stat of the Day: Social media continues to grow as an information source for cultural attraction visitors. Use the figures in the graph above to find out if you are accumulating as many followers as you should. 

    4/26/18: Share of the Day

    Public Relations Matters. Organizations that perform best in terms of attendance to market size spend 41% less in advertising, but receive 241% more in public relations coverage. This difference results in 8.5% more market coverage with 41% less cost. Invest in public relations.

      4/19/19: Share of the Day

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      This one is simple, but impactful. A recent study of ours indicates that awareness of the not-for-profit status increases the likelihood of financial support by 71%. Don't assume your visitors, members, or potential donors know you are a non-profit. #dobetter #digdeeper

      4/18/18: Share of the Day

      SHARE OF THE DAY: Good news for Art Museums, Botanical Gardens, and Children's Museums, ATTENDANCE IS UP!  Aquarium, Museum, and Science Center attendance is relatively flat and Zoo Attendance is down for the first time in many years according to Morey Consulting's  2017 Cultural Attraction Trends Report.  #dobetter #digdeeper

      4/17/18: Share of the Day

      SHARE OF THE DAY: A museum client of ours attracts a high percentage of Millennials, but only 10% use the app. This result, combined with stats from other clients, suggests in-museum apps may not be valued by most museum visitors.