| Abstract [eng] |
Loyalty programme in a marketing of culture: development of St.Christopher chamber orchestra's Club communication strategy (summary) Agnė Vadlūgaitė In this work were investigated possibilities of effective culture marketing in a quickly changing market part having adverse economical conditions and was prepared a strategy marketing communication of a culture organization with an integrated loyalty programme. The marketing communication strategy that would be supported by the loyalty programme is not used in Lithuania’s market of culture services. The subject of the work is the marketing communication strategy of St. Christopher chamber orchestra’s club. Considering the subject of the work, the purpose is to prepare the marketing communication strategy based on the loyalty programme. Due to properly and comprehensively achievement of the purpose these tasks are raised: • To analyze elements of marketing communication, functions of loyalty programmes, practice possibilities of loyalty programmes for culture products in theoretical aspect; • To fulfill and analyze experts’ interview and the research of events visitors opinion and learn of marketing communication strategies’ practice in the market of culture services as well as find out the view of respondents about loyalty programmes; • According to the research of consumers opinion, to create the marketing communication strategy based on the loyalty programme. These methods are used in the work: analysis, assessment, comparison and generalization of scientific literature; interview of visitors who came to events of St. Christopher chamber orchestra’s club and a half-structural interview of experts. Due to the interview of experts, it came out that in the market of culture services marketing communication strategies are rarely used. Events’ organizers consider loyalty programmes as one of possibilities to attract visitors, increase incomes of a company or promote more effective communication, though they do not use it in their activity. The research of visitors’ opinion showed that visitors are not loyal to a single events’ organizer and do not mind the launch of the loyalty programme which the main criterion is economical benefit. While creating the model of the marketing communication strategy for St. Christopher chamber orchestra’s club, it emerged that the loyalty programme can help implementing the marketing communication strategy more effectively, because one complements other and gives useful information about consumers’ habits, expectations and peculiarities of consumption. Therefore, the marketing communication strategy with the integrated loyalty programme without precedent in Lithuania’s market of culture services is created for this organization. After implementation of marketing communication strategy for St. Christopher chamber orchestra’s club, it is expected to increase awareness of the organization, to improve attendance of concerts according to the number of sold tickets from 54 to 75 percent. Also it is seeking to extend the circle of concerts’ visitors by attracting new audiences. |
